Kuuraii is the Tamil term for roof, a thatched roof under which generations of rural families built and strengthened relationships and nurtured traditions.
Kuuraii, the company that C A Velmurugan founded, is an endeavour to revive and rekindle parts of Tamil Nadu’s rich heritage that are in danger of fading from the limelight. Velmurugan is affectionately called CAV.
CAV was born in Erode and was in 4th standard at a residential school in Bangalore when his idyllic childhood was tragically interrupted with the passing of his father. At a tender age, CAV had to step into reality. His mother, Smt. Kokila, instilled a sense of duty and hard work in him. These weren’t merely catch phrases for CAV. He resumed his schooling in a private institution in Erode, and after school hours were spent at the family’s factory offices. His mother would take no excuses and made sure he was there every day to learn the basics. After high school, his mother was adamant about continuing his higher studies in Erode. Rather than compromise on the quality of education, CAV decided to work in his family’s business, which was run by his uncles.
The family’s businesses included trucking, cement, and timber, to name a few. For his part, CAV, instead of confining himself to a desk job, grabbed a bunch of cards and set out on his bike. “I would make a list of civil construction sites in each area and visit each of them and get orders for cement. From 5 am to 9 pm, I was on the road, meeting people and hustling for orders. Finally, I took over the cement business and came away to start my own company,” he recalls.
That was two decades ago. Today, CAV Cements India Private Limited, CAV’s own company, is a successful cement distributor, reputed and well respected in Erode. Hold on, this is where our story really begins. CAV was never content merely reaping the fruit of his hard work. On his various trips, he saw stunning pieces of crafts native to Tamil Nadu, once cherished, now falling by the wayside. He met artisans who wove intricate designs into the humble mat or ‘jamkaalam’ and elevated it to art. There were handloom weavers whose beautiful work went unnoticed and were now ready to give up the art that was passed on through generations. And wholesome food, which was healthy and tasty, was being pushed aside for the ubiquitous pizzas and burgers. What CAV saw time and again was the neglect of our heritage and traditions.
The Kuuraii team with the founder, Velmurugan
Pronounced ‘koorai’, the name stood for all things that were simple, wholesome, and happy back in the day. “Like the kuuraii where the family or community gathered, where life events happened, where everyone came together, would represent my store.” His mother would regale him with stories of her childhood and the feeling of security and comfort the kuuraii brought when families gathered there. CAV decided to put all his efforts into protecting and supporting traditional artisans and their work. “I wanted to encourage and bring to the market traditionally made organic products. I began to seek artisans who still followed traditional processes and had not given in to modern shortcuts,” he recalls.
There were so many products to showcase, so many artists to meet. CAV built a small team of enthusiastic youngsters and had them scour the state for traditional products, made the traditional way. He too travelled extensively with his ‘kuzhandainge’ (children) and came back with a long list of potential products. Kuuraii began by offering several products, such as sarees, skincare products, home décor artefacts, food, jewellery, pottery, even bio-fertiliser.
Black Rice Ghee Ladoo Karuppu Kavuni
“I soon realised that I didn’t want to dilute the products’ importance and brought it down to five or six categories. I wanted to focus on certain products because the artisans who make them are giving up hope as they have no one to continue their skill or legacy. The world should see, own, and help continue this legacy,” says CAV emphatically. Today, Kuuraii offers hand-woven mats or jamkaalams, earthen and stoneware cooking utensils, and food items on their website. Heritage in contemporary packaging. He chose products that he thought deserved to be in the spotlight, that were not easily available, and made by communities that would be given much-needed support to continue their work. After much debate, he arrived at the USP: ‘At Kuuraii, we don’t produce or create; we procure the finest from their native origins.’
CAV’s objectives for Kuuraii are two-pronged. To protect and nurture our heritage, and plough the profits back into encouraging artisans and empowering them to continue their legacy. This multi-crore cement company owner is a sharp and successful businessman on the one hand, and a simple, down-to-earth philosopher and spiritualist, who believes that this world is all just maya and he is but a postman to help his fellow men, on the other.
Jamakkalam
Kuuraii Home Stores is another endeavour that will be launched shortly. Kuuraii branded snacks will be available to homemakers and folks wishing to earn a second salary from the convenience of their homes. “I want women who are unable to leave their home to go out and work, those with young children needing attention, such folks to benefit from selling this brand. They can order as much as they want and just sell in their village or town. This will be one way of being financially independent too,” says CAV.
Kuuraii Home stores will mainly offer traditional healthy snacks. “We want young people to get a taste of our traditional food. Millet-based snacks are so tasty and healthy for any time of the day. They just have to give it a try once, and they will love them!” Millets are gluten-free and rich in iron and calcium. They help manage blood sugar and work wonders for gut health. Kuuraii’s products range from naturally sweetened cookies to spicy crunchies; protein powders to porridge mixes—with millets as the base.
Grahpravesham Set
CAV says, “As of now, our base is Tamil Nadu, but our products are available in Hyderabad, Bangalore, and Cochin. My team is working to start shipping abroad too. We will soon have a global presence. I have a team of thirty people who work in the head office and fifty employees in the packaging and shipping division,” he smiles. One of the challenges he faces is with artisans who feel they should give up on their occupations as weavers or potters and move to more lucrative jobs. “I have to persuade them and convince them to continue their work, that there is a market out there for them. So many of them are afraid that the next generation will not even make as much as they do in this line of work. That makes my resolve even stronger to help protect these traditional crafts. I don’t even negotiate or bargain with the artisans. They themselves barely make ends meet, and I don’t want to discourage them. In fact, when people ask me why the jamkaalams are priced high, I tell them because there’s only one such piece. You see, each piece is unique, and should be valued for its workmanship as much as for the creativity,” he explains.
The jamkaalams that Kuuraii offers on its website are beautiful and come with a story. For instance, the mats from a tiny village called Pattamadai in Tamil Nadu are woven from the ‘kurai’ grass, which is native to this region. The art of processing the grass and then weaving it has been passed down generationally. The artisans do not sit for hours to sketch their designs. The design takes shape through the weaver’s deft fingers for each mat. The only request CAV makes is that they adapt some of their designs to a more contemporary taste, in keeping with the times.
CAV’s passion to keep these arts alive is now shared by his team of youngsters. They see his vision and share his enthusiasm to help protect this art and continue this legacy. CAV is invested in heritage arts more than just financially. He personally travels to meet the artisans and weavers in their villages. He meticulously shortlists those who not only produce traditional crafts, but also make them the traditional way. One other criterion is the number of people the artisan gives employment to. It has taken them years to filter them down to their current vendors.
Another mission which CAV has personally undertaken is to spread the gospel of respecting our traditions and protecting our heritage. He is invited to numerous forums to share his experiences and give insights into the various crafts he promotes. “God has given me enough prosperity. My company is doing well. Now it is time for me to give back. This is the path I have chosen. I want people to recognise these amazing artisans of our state. They should be encouraged and regarded for carrying their tradition forward. I want my customers to appreciate and enjoy the beauty that is being created in these small villages. I want them to enjoy the health and taste that these ancient grains and recipes offer us,” says CAV.
You can find tasty wholesome snacks and exquisite home décor, nostalgic kitchen items, and a wide array of corporate gift ideas when you visit their website. Their kuuraii is charming and welcoming indeed.
Tanjore Dancing Dolls
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