P·TAL Is Bringing India’s Traditional Metal Craft Into Modern Homes

The home and kitchenware brand is combining Punjab’s centuries-old Thathera craftsmanship with contemporary design, while building a wider market for artisan-made products.

From A College Project To A Growing Brand

P·TAL, short for Punjabi Thathera Art Legacy, began as a student initiative at Shri Ram College of Commerce (SRCC), Delhi University. During their work with Enactus SRCC, the team encountered the Thathera community in Jandiala Guru, Punjab, known for its traditional hand-hammered brass, copper and bronze utensils.

The craft had a long history, but changing consumer preferences and the growth of mass-produced kitchenware had made it increasingly difficult for artisans to sustain their livelihoods. The discovery prompted a larger question for the students: how could a traditional craft survive in a market that was moving towards cheaper, factory-made alternatives?

Aditya Agrawal, Kirti Goel and Gaurav Garg turned this student initiative into a commercial venture. Rather than relying only on awareness campaigns or charitable support, they set out to build a business that could create consistent demand for handcrafted metalware.

Making Traditional Craft Relevant To Modern Homes

One of P·TAL’s central ideas was that preserving a craft required making its products relevant to contemporary consumers. Traditional metal utensils often had forms designed around older household practices. The founders saw an opportunity to introduce updated designs without losing the techniques that made the products distinctive.

The brand developed a range of cookware, tableware, drinkware and home accessories using brass, copper and kansa, or bell metal. Its collection brings traditional materials into modern kitchens through products designed for everyday use, entertaining and gifting.

This approach allows P·TAL to position handcrafted metalware as functional homeware rather than simply decorative handicrafts. By combining traditional production methods with contemporary forms, the brand aims to reach consumers who value both design and craftsmanship.

Building A Business Around Artisans

Beyond product design, P·TAL’s model focuses on improving how traditional artisans connect with markets. The company works with artisan families to develop products, improve production processes and create opportunities beyond conventional middlemen-led supply chains.

The artisans contribute more than manufacturing skills. Their experience with metalworking also informs product development and material use. In a public post, co-founder Aditya Agrawal described how artisans had helped improve production efficiency and contributed ideas for new products.

The company’s work is rooted in the Thathera craft tradition of Jandiala Guru, which is recognised on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity. Its broader objective is to help ensure that the skills associated with this tradition remain economically viable for future generations.

Expanding Across Products And Markets

P·TAL sells handcrafted metal products through its direct-to-consumer website, e-commerce marketplaces and offline retail channels. Its range covers everyday utensils, premium tableware, cookware and gifting collections.

The company has also attracted investor interest as it expands beyond its original market. In September 2025, P·TAL raised $3 million in a funding round led by VC Grid and Rainmatter, with participation from other investors. The company said the capital would support international expansion and product research and development.

At the time of the funding announcement, P·TAL reported that international markets accounted for approximately 55–60% of its business. It planned to strengthen its presence in the United States and expand into regions including Europe, the United Kingdom and the Middle East. The company also works with more than 100 artisan families, according to the funding report.

Preserving Heritage Through Everyday Use

P·TAL’s journey demonstrates how traditional craftsmanship can find new markets when supported by product development, organised production and contemporary branding. Instead of separating heritage from modern lifestyles, the company brings the two together through products people can use in their daily lives.

For the Thathera community, the opportunity lies in connecting specialised skills with a broader consumer market. For P·TAL, the challenge is to keep growing while maintaining the craftsmanship and artisan relationships at the heart of its business.

By turning traditional metalware into contemporary kitchen and lifestyle products, P·TAL is building a business around a simple idea: preserving a craft also means creating reasons for people to keep using it.