Pics: Thejaswi U Poojary
Media Release
Udupi, Apr 11: Namma Angadi 2025, a flagship initiative of the Manipal Institute of Communication (MIC), Manipal, dedicated to preserving and promoting the local culture by supporting its artisans, inaugurated at college premises, on April 11.
The 22nd edition of the event was inaugurated by the chief guest, Dr K VidyaKumari IAS, deputy commissioner and district magistrate.
The inaugural ceremony was graced by esteemed dignitaries including Dr Shivnanda Shetty of Namma Bhoomi, director of the Manipal Institute of Communication Dr Shubha H S, faculty coordinator Akhil Raj, professor and head of PG programmes Dr Padma Kumar.
In her inaugural address, Dr K VidyaKumari IAS appreciated the initiative undertaken by the students in collaboration with Namma Bhoomi. She emphasized the critical marketing challenges faced by local artisans who often struggle to reach a broader consumer base despite producing high-quality, culturally significant products. “Namma Angadi is a nice initiative by the students because marketing is a major issue for local artisans, and people aren't aware of these locally made products,” she stated.
DC Dr VidyaKumari further highlighted the potential of student and NGO involvement, along with social media exposure, to significantly improve the visibility and economic prospects of these artisans and to preserve traditional art forms that risk extinction. She also noted the existing desire within the Udupi district to purchase these cultural items, emphasizing the role of Namma Angadi in bridging the gap between producers and consumers.
Dr Shubha H S, director of MIC, underscored the significance of Namma Angadi for both the local community and the students of the PG media and communication programme in her welcome address. She highlighted the event's evolution from a two-day affair at Nehru Memorial to its current location on the MIC campus. Dr Shubha emphasized that the organization of Namma Angadi, integrated into the event management curriculum, provides invaluable practical experience for the students, grounding them and fostering a deeper understanding of the world around them. She also announced the association of this year’s Namma Angadi with Autism Awareness Month in April, partnering with “One Good Step” and “Concerned for Working Children” to raise awareness for autism.
Lerissa D’Souza, project manager, said, “This is the 22nd edition of Namma Angadi. All stalls have sustainable and hand made products. The stalls included varieties of products, such as, bags, footwear, clothing, pottery, live music’s, block printing, homemade snacks and others. Namma Angadi is partnered with Namma Bhoomi, a NGO concerned for working children and provides them with a platform for them to sell their products. This is an initiative with a good cause, therefore requests everyone to visit Namma Angadi.”
The inauguration ceremony concluded with a vote of thanks delivered by the project managers of Namma Angadi 2025, Lerissa Dsouza and Animesh Chaturvedi. Following the formal proceedings, Dr K VidyaKumari IAS and the other dignitaries were given a guided tour of the Namma Angadi event, showcasing the diverse array of local crafts and products on display.
For over two decades, Namma Angadi has served as a vital platform connecting local artisans with a wider audience. This year’s event builds upon a successful legacy, with last year’s edition generating over Rs 23 lac in sales and attracting more than 2,500 visitors. Social media promotions for Namma Angadi 2025 have already garnered over 272,000 views, indicating significant public interest.
Namma Angadi 2025 promises to be a vibrant celebration of rich cultural heritage and a crucial platform for the economic empowerment of its talented artisans.