International Journal For Multidisciplinary Research

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A Study on the Marketing Potential of Athangudi Tiles and Wood Carvings in Chettinad Architecture

Author(s) Ms. Sangeetha A, Ms. Nikitha A C
Country India
Abstract Chettinad architecture, native to the Karaikudi, Sivaganga district of Tamil Nadu, is celebrated for its distinctive fusion of indigenous traditions and international influences. Among its most iconic elements are Athangudi tiles, handmade floor tiles renowned for their vibrant patterns and eco-friendly qualities, and ornamentally carved wooden doors, windows, and pillars, which reflect the artistry and cultural identity of the Chettiar community. These crafts, once central to the grandeur of Chettinad mansions, are today threatened by the decline of traditional homes, the spread of modern construction materials.
This study investigates the marketing potential of Athangudi tiles and Chettinad wood carvings through an analysis of their heritage values, cultural significance, and contemporary relevance. Using qualitative insights from artisan interviews, field documentation, and the research examines their role in heritage tourism, luxury housing, and global design markets. The analysis identifies both challenges such as declining production capacity and competition from mass-produced substitutes and opportunities in branding, digital commerce, and adaptive reuse.
By positioning these crafts as heritage luxury products, supported by government initiatives, artisan empowerment, and private sector collaboration, Athangudi tiles and wood carvings can be revitalized as sustainable cultural assets. The findings emphasize that their preservation and promotion not only safeguard Chettinad’s architectural legacy but also open avenues for economic development and cultural continuity.
Keywords Architectural Values, Chettinadu, Mansions of Chettinad, Athangudi Tiles
Field Business Administration
Published In Volume 7, Issue 6, November-December 2025
Published On 2025-12-05
DOI https://doi.org/10.36948/ijfmr.2025.v07i06.62523
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