More than just Toys !
A Snugglewala is not just a fluffy creature with soft paws and warm hugs. It is a feeling, a quiet, gentle reminder that comfort exists, that love can be as simple as a cuddle, as effortless as being near. A Snugglewala is the soft embrace of home, the quiet joy of unwinding, the feeling of being cradled by something similar and kind.
The Snugglewalas are India’s first-of-its-kind exploration where toys transform into storytellers and design meets craft in playful and unexpected ways.
Born from the 200-year-old toy craft of Channapatna, the Snugglewalas are a whimsical caravan of storytellers, journeying across the country from Kashmir to Karnataka, with tales tucked inside their wooden forms. Each one is a playful companion, yet also a custodian of India’s craft traditions - carrying with them the voices of artisans, the colors of regions and the timeless spirit of design. Together, they are more than toys, they are narrators of heritage, weaving stories of craft and culture into the hearts of all who meet them.
Unlike the usual narratives around craft that often dwell on decline and loss, the Snugglewalas bring a refreshing shift - celebrating possibility, positivity and the next generation of craft. This showcase looks ahead, not behind: to a future where artisans and young design talent collaborate to reimagine traditions for tomorrow.
At the heart of the Snugglewalas is collaboration. Each character sparks explorations across India’s diverse craft clusters, brought alive by artisans and designers working hand in hand.
- Wood Lac-turnery, Channapatna, Karnataka
- Lambadi embroidery, Sitlingi, Tamil Nadu
- Handcrafted Ceramics, Kolar, Karnataka
- Naqqashi Enamel Art, Kashmir
- Handcrafted Jewelry, West Bengal
- Namda/Felt craft, Kashmir
- Crewel Embroidery, Kashmir
- Hand block printing, Sanganer, Rajasthan
- Mughal block printing, Amer, Rajasthan
- Punja dhurries, Mirzapur, Uttar Pradesh
- Crochet Craft, Noida.