Atreyapuram Pootharekulu, the traditional sweet from East Godavari's village Atreyapuram. in Andhra Pradesh has recently achieved an awesome milestone - "The Geographical Indication (GI) TAG. This significant achievement is a proof of the unique heritage and exceptional history of Atreyapuram Pootharekulu.
Over 500-600 women of Atreyapuram makes the unique thin sheets also knows as Pootharekulu (Pootha-coating, rekulu - sheets in english). Sir Arthur Cotton Atreyapuram Putharekula Manufacturers’ Welfare Association (SACAPMWA) in its application for the GI tag claims that the pootharekulu has a history of more than 300 years. As per official records of the GIR, Atreyapuram Pootharekulu (Certificate No. 483) got registered on June 14 with a validity of up to December 2031.
In blog we will explore the Pootharekulu sweets journey towards the grabbing the ultimate GI Tag and lets understand how important it is for preservation of cultural legacy and ensuring its authenticity.
Preserving Cultural Heritage:
Pootharekulu from Atreyapuram have a rich history that dates back to 19th century. The GI tag it achieved now helps in guarding the special history, traditional techniques of making the sweets as well as its authenticity. It also ensure to safeguard the unique cultural heritage of Atreyapuram village for many future generations. No one will be authorised to misuse or imitate this awesome dessert.
Quality Assurance and Authenticity:
Getting a GI tag for Atreyapuram Pootharekulu ensures the protection of its authenticity and its unique characteristics. The tag is literal certificate for its authentic taste, quality and uniqueness. It gives a confidence to the buyers or consumers about the high quality and taste of the sweet and also making it a unique dessert only available in Atreyapuram with its unique techniques of making. Also people feel confidant that they are healthy and free from adulteration.
Boosting Local Economy:
The GI tag for Pootharekulu not only protects the traditional heritage but also helps in boosting the local economy of the region. This unique recognition creates great opportunities for local sweet makers and sellers to showcase their unique skills and craftsmanship. It will also help in the promotion of tourism by attracting a lot of tourists and food enthusiasts. Hence local growth will be increased at a greater pace resulting in the better standard of people in and around the village.
Preserving Traditional Techniques:
One more key aspects of achieving GI tag is the protection of traditional techniques to prepare this awesome sweet. The sweet makers in the Atreyapuram village have been practising the unique techniques since ages but the unique techniques aren't getting preserved and moving to the next generations as expected. This achievement now helps in safeguarding those and let these techniques prevail to the future generations by encouraging the transfer of knowledge to the future generations.
The GI tag also gives an opportunity to get enhance the market nationally as well as internationally.
In conclusion, the Geographical Indication tag for Atreyapuram Pootharekulu is a momentous achievement that celebrates the exceptional qualities of this traditional sweet. Our heartful congratulations to all the exceptions women of the Atreyapuram village in preserving this unique art of manufacturing as well as the SACAPMWA and all the members who struggled a lot to get this unique recognitions to one of the finest sweets of South India.