Step closer and pick up a toy that feels like it has a heartbeat. What if the wooden crocodile in your hand could share river secrets from Karnataka, or the embroidered rooster whispered sunrise tales from Tamil Nadu. These characters are filled with personality, charm and the spirit of India’s handmade traditions. From Channapatna’s lacquer craft to Kashmir’s soft felt, each toy invites you to touch, play and explore the magic of craft through curious eyes. Meet Snappy, who loves calm waters, Dawnold, who carries melodies of morning, and Neckles, the giraffe who walks with quiet confidence.
Now you can experience them right here in Hyderabad as The Snugglewalas, a first-of-its-kind showcase, opens its doors in the city. This travelling exhibition brings together whimsical characters who act as storytellers of handmade India through toys, apparel jewellery and home accents. It also marks the largest design craft collaboration by Varnam Craft Collective.
These characters come alive through the hands of artisans and craft clusters across India including Dilip K and Pallavi from Channapatna, Dr Lalitha and Porgai artisans from Tamil Nadu, Farooq Ahmad Khan from Kashmir, Khushiram Pandey from Rajasthan, Manas Ghorai from West Bengal, and more masters who carry forward generations of skill.
Whether you are a child or an adult, each Snugglewala invites you into a world filled with imagination and handcrafted wonder. Snappy dreams of floating lily gardens. Pawston prefers chai and peaceful sketching to roaring. Cosmo keeps one eye on the stars and the other on adventure. Dawnold welcomes sunshine like a true conductor. Miss Bumbledore believes honeycombs are meant for flying and fun.
But a Snugglewala is much more than a toy. It is a feeling of comfort and quiet happiness, the kind you find in a soft embrace or a lazy afternoon. It reminds us that joy can be simple, gentle and beautifully handmade.
Each character becomes a gateway to India’s rich craft geography. Wood lac turnery from Channapatna, vibrant Lambadi stitches from Tamil Nadu, poetic Naqqashi enamel from Kashmir, earthy Punja weaves from Uttar Pradesh, playful crochet from Noida, every Snugglewala carries a part of the place and the people who shaped it.
This showcase brings a refreshing shift. Instead of saying that crafts are fading, it celebrates what is thriving. Dreams of young designers meet the mastery of artisans and together they build a future where craft is relevant, desirable and joyfully alive.
At its heart is Varnam Craft Collective, nurturing artisans through design innovation and dignity for over 14 years. Many who once never imagined themselves as creators now lead the way with newfound confidence, especially women entering craft spaces where their voices once went unheard.
Guiding this movement is Karthik Vaidyanathan whose journey from music and marketing to craft entrepreneurship proves that passion can rewrite heritage for tomorrow. His vision ensures that India’s traditional artistry is not preserved behind glass but placed in every hand that wants to hold a story.
So come meet the Snugglewalas in Hyderabad at the Crafts Council of Telangana (CCT Spaces), Road No. 12, Banjara Hills where every cuddle carries a story and every story reminds us that handmade love still has the power to comfort the world. The craft of India is ready to hug you back.
Got questions or experiences to share? Comment below or connect with me on Instagram @samuelmjosh and LinkedIn: https://www.linkedin.com/in/samuel-joshua-maddela-ab210b1b9
