RURAL TOURISM DEVELOPMENT: AN OVERVIEW OF...

Volume 4, Number 3, July – September’ 2015

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RURAL TOURISM DEVELOPMENT: AN OVERVIEW OF TOURISM IN THE MADAVARAM

AND VONIPENTA VILLAGES IN KADAPA DISTRICT, ANDHRA PRADESH

N. Sivaparvathi34

INTRODUCTION

Travel within India is not just about visiting the cities and popular centers, in fact the real India can only be explored in the many

villages. Rural tourism is a concept i.e., slowly gaining popularity among travelers. However, in reality more people need to wake

up to the pristine beauty and travel opportunities that rural villages of India provide. City culture speaks a global language, but if

you are interested in knowing about the traditional roots of India, a travel to some of these rural destinations is necessary. Explore

the village mud houses, be invited for a simple. Yet delicious meal, enjoy the unpolluted surroundings and soak in the rural

culture. It is sure to leave you refreshed as well as inspired. Here are some rural destinations in India that were waiting to be

explored.

Rural tourism is regarded as a part of both ―Rural Development‖ and ‗Sustainable Development‖. Rural Tourism brings people of

different culture, faiths, languages and life styles close to one another and it provide a broader outlook of life. It not only generates

employment for the people but it also develops social, cultural and educational values. Rural Tourism is a multi-faced activity that

takes place in an environment outside heavily urbanized area. It is an industry sector characterized by small-scale tourism

business, set in areas where land use is dominated by agricultural pursuits, forestry or natural area.

OBJECTIVES OF THE PAPER

The present paper is outlined in the following objectives:

To make clear the characteristics and concept of Rural Tourism,

To study the Socio-Economic and Cultural impacts of Rural Tourism,

To study the tourism potentiality in the district,

To suggest measures for sustainable rural tourism development.

METHODOLOGY USED

The research conducted for this study consists of several parts. Primary data was collected to ascertain the information gathered

from secondary data. Primary data was collected through field visit and interviews for the villagers. Secondary data was collected

from books, journals, internet, magazines, newspaper reports, Reports of Ministry of Tourism.

ABOUT KADAPA DISTRICT

Kadapa a centrally located district in the Rayalaseema region of Andhra Pradesh is situated at a short distance from the major

cities Chennai and Bangalore. It is a district honoured by history, blessed by nature and a heaven of tourism potentiality with

natural scenic beauties. The innumerable sites and artifacts prove the existence of pre historic civilization in this district. It is a

district rich with semi perennial rivulets, streams, beautiful valleys, shimmering waterfalls and deep mysterious caves.

Kadapa is land of splendor where the cultural, the artistic and spiritual life blend in perfect harmony with the gift of nature. Nature

has also gifted the district with two finest wild life sanctuaries Lankamala and Sri Venkateswara. They are heavens for variety of

birds, wild animals, rich Red sanders forests and many a number of waterfalls. Lankamala sanctuary is the habitat of the world‘s

rarest endangered bird Jendon‘s course. Kadapa district was connected with Mauryans and Satavahana‘s in 3rd century A.D. The

district honored Jainism and Buddhism during the first millennium before giving its way to imperial regions of Kakatiyas,

Vijayayanagara, Qutub Shahies, Nizams and Mysore Nawabs before genially being annexed by the British in the form of ceded

districts during 1790s. The Matli king owing allegiance to Kakatiyas and Vijayanagara Kings were the local rulers for quite some

time during twelfth to fourteenth centuries. Kadapa town attained its name because of its auspicious location being at the

―threshold‖ of the abode of Lord Venkateswara. In the olden days, the only route to the holy hills shrine was through this town.

Kadapa is surrounded by the Nallamalai and Palkonda Hills, Pennar River (The Gift of River Penna). It is a tourism hub having

varieties of tourist places like Temples (Pilgrim centers), Historical or Heritage centers like Forts, Monuments , sites of natural

beauty (waterfalls), Sanctuary (wild life sanctuary) etc.

34 Lecturer (History), Government Degree College for Men (Autonomous), Andhra Pradesh, India,

[email protected]

mailto:[email protected]





THE STUDY AREA

The study area has covered two different fields of Rural Tourism Villages i.e. Madavaram and Vonipenta villages. Madavarm is

the home as the famous weaving (chenetha) center and Vonipenta village is the Brassware manufacturing centre.

Madavaram (Weaving Centre)

Madavaram is the one of the well know villages in Kadapa District. This is the second most populous village in the Sidhout

Mandal. Madavaram is situated on the banks of river penna, which is surrounded by hillocks. The village contains a traveler‘s

bungalow and choultries. Its prosperity is principally due to the silk-weaving industry. About 3 quarters of the inhabitants belong

to the weaving caste of the Padmasali and are the most skillful ―silk‖ weavers in the district.

Madhavarayudu, a relative of Harihara and Bukkaraya, constructed this village for the poor people and created all facilities for

them and they named it Madavaram (Varam means –Boon).The chief means of livelihood of the people are weaving, agriculture

and agricultural labour. Under the patronage of Merava Papaiah gari Venkataiah, a sari was woven by Sri Mamilla Venkata Dasu

and Sri Deverakonda Gopalakrishnaiah on which the story Ramayana was woven with Jeri of 15 tolas of silver and 3 tolas of gold

in 1903. It took 3 years to weave the sari. It was sent to all samasthanams (Courts of Hindu Rajas) like Mysore, Jaipure,

Pitapuram, Rapur and Venkatagiri. He was awarded a silver and bronze medal at the industrial and arts exhibition in Madras in

1903 for Embroidery and two silver medals at the industrial and arts exhibition of Mysore in 1911 for silk work. However, the

saree was stolen away by thieves and burnt in kadapa. Venkataiah also presented a shirt to Rajah of Jaipur woven without a stitch.

Official records of the 1870s mention the superior kind of ―silk, and lace bordered clothes‖ manufactured in this area. The Silk –

weaving is now altogether extinct but the tract still enjoys considerable reputation for its lace bordered sarees of 80 to 120 counts

and even finer once are woven on demand. These sarees, known popularly as ―Madhavaram Sarees‖, are generally 6 to 9 yards

long and 46 to 50 inches wide, with Jeri boarders of half to three inches in width. The boarder consist of patterns of flowers, birds,

trees etc., the body is either plain or of check –pattern. The ―Petu‖ or ―Pallow‖ is most finished wit jeri lines or designs of flowers,

birds etc., Plain sarees are without boarders of 60 to 80 counts, especially of ―Onion‖, ―Kanakambaram‖, ―Kempu" and Rose

colours are also woven on a large scale. The yarn is mostly obtained from Madras and Coimbatore, the lace from Surat and

Bangalore, the art silk from centers southern Indian and foreign countries and the dyes from Madras, Bombay and even abroad.

The Madavaram sarees have a market both within and beyond Andhra Pradesh, especially in Mysore and Madras. It is claimed

that sarees worth more than half a crore of rupees are produced in this area annually. The Madavaram tract is also known for its

turban clothes exported largely to Dharwar District and surrounding areas. The looms used for weaving turbans are double the

length of the ordinary ones. Dhotis of 80 to 100 counts are also woven at the place.

The fabrics and weaving process behind the Madhavaram has become so popular that they feature now in Sarees and Dhotis for

weddings. These are known collectively as the Madhavaram Madhuparkam. Madhuparkams are used for both bride and

bridegroom, and thus, used for the fabric for both sets of wedding Attire. It is also featured for turbans (Thalapaga), Vegetable

based dyes are used, making it an exceeding eco-friendly. Regular and Pattu (border) sarees are manufactured, with cotton Jeri

types being very common as well.

Figure-1: Madavaram Sarees

Sources: Authors Compilation





Figure-2: Madavaram Sarees


The Madhavaram cluster is having above 7,000 weaver households who are dependent on handloom (weaving) industry for their

socio-economic up-liftment. Besides handloom, weavers numbering 2,500 working on looms other population numbering 5,000

are extending supportive works in firm of suppliers of dyes, cotton yarn, silk yarn, zari, accessories, warping, street sizing etc.

Many skilled textile workers whose fortunes could be turned, if the state people invest in developing this. The co-operative

societies and the master weavers in tract dye the yarn in their dye houses and issue them to the weavers.

The State Government has proposed to set up ten handloom clusters in the State under the Centre`s newly-introduced scheme of

integrated development. Minister for Handloom announced this and Textiles after inaugurating an exhibition-cum-sale of Chirala

and Madavaram handloom clusters products along with those of the State Handloom Weavers` Cooperative Society Limited

(APCO) at TTD Kalyana Mandapam, Himayatnagar. The products on display include women`s wear, printed silk saris, bed

sheets, readymade garments and towels.





A temple of Bhavanarayana swamy or Bhavana Rushi the case god of the Padmasalis is in course of construction. Srirama temple,

Sri Anjaneyaswamy temple, Naguru Meeraswamy darga and a church are the places of worship in this village. Sri Bhavanarishi

brahmothsavam is celebrated for 11 days from Vaisakha Suddha Panchami to (April-May). A fair is held in connection with the

festival for 10 days near the temple. About 10,000 people, local and from the neighbouring villages within a radius of 15 to 20

miles, congregate. Yellamma Jatara is celebrated in the last week of Chaitram (April-May). An animal is sacrificed when the deity

is decorated. The blood is mixed with cooked rice and the prepared kumbhum is sprinkled on the boundaries of the village.

Animals are sacrificed. The local Malas patronize the Jatara and the pujari is a Mala with hereditary rights. The festival is

confined mostly to Malas and Madigas.

Anjaneyaswamy festival is celebrated on Magha Sudha Spthami (January-February) i.e., Radhasaptami. The devotees take river

bath keeping jilledu (calotropis gigantia) leaves over the head and arms and observe fasting. Kodanda Ramaswamy festival is

celebrated on Chaitra Sudha Navami (March-April).

VONIPENT: BRASS & COPPER CRAFTS CENTRE

This is a small village, lies about five miles to the northeast of Mydukur mandal, kadapa district, on the porumamilla road, about

the end of the valley of the Gorateru in the Nallamalas. This now the most populous village in the taluk. The importance of this

village in the past lay chiefly in the fact that it was a centre for the manufacture of bell metal, brass and copper ware. It is one of

the important of old time industries of the district. In olden times the inhabitants belong to work referred to as ―Kamsala

Vonipenta‖ (Onipenta of Brass braziers) was a particularly important centre for the industry. Now the artisans composed of

Muslims and Marathas were engaged in the metal industry at Vonipenta.

Vonipenta village is famous for preparing articles with brass plates. They have earned worldwide fame and name. It is famous not

for financial fetchings, it is famous for the art. Vonipenta craft, practiced in Vonipenta, Kadapa district. Right from the 17th

century i.e., from the period of Sri Veeraboghavasantarayulu (Sri Pothuluri Veerabraham Garu) this art form has been famous.

Roughly, it goes up to 300 years. Now people are depending on this industry. After ―Kamsali‖ (Viswa Brahamana) families. Other

castes also started practicing this craft. Today it is practiced by most of the villagers in this village. This specially the skill of the

artisans, and famous for making distinctive forms without any joint, from the single copper sheet. The brass plate that is necessary

for this art is being imported from the cities like Chennai, Hyderabad and Bangalore etc., Brass being liquidised and it is poured

into particular forms. After words finishing work is done. Vijayanagara kings, Matli kings, Nawabs of kadapa and Banaganapalle

were encouraged this profession.

Figure-3


Previously vessels, pots, containers, statues and bells were made but with diversification, the artisans have an inimitable range of

gifts and utilitarian products. This craft got a major uplift after intervention of Government agencies like APHDC & DRDA.

Bronze has a long history. Even from lore, it has been used for several purposes as a sign of dignity. By this metal in temple

culture the ten incarnations of god, Lord Krishna, Buddha, the decorative for the elephants , historical model constructions, plates,

temple bells, pictures, lights, Makaratoranas, Household articles and other things which reflected naturality in them have been

made by blacksmiths of ―Vonipenta‖.





Vonipenta village becomes necessary visit for all the lovers of art and crafts and especially for those who are keen to know a great

deal about the sheet metal art. This village is also regarded as a center of brass work in India. Many people not only of India but

also from different parts of the world purchase the Vonipenta crafts. Furthermore, this town also exports Vonipenta metal crafts

and brasswares to various foreign countries. More over this region has an expert artisan who makes various metal crops, castings,

statues and carvings by utilizing the most attractive copper alloys such as bronze and brass.

Figure-4


Numerous tourists visit this village to experience and view the making of brassware and to visit the most efficient and outstanding

craftsmen and artisans. This village even inhabits a fair number of hardworking and fascinating artisans who are experts in making

the brassware. Many residents of Vonipenta village have made their profession in manufacturing of brassware. Since many years

of the people of Vonipenta are involved in brass works and have therefore constituted few workshops in village, which deals with

brass. The people of Vonipenta by their art of hand transform these brass sheets into marvelous objects.

The district rural development has been providing raw materials to create employment for the community. The main plan is to

develop the designs already present, to make new designs to cater to the needs of the market and the necessities. In 2004, the

district rural development and handicrafts organization provided training for 60 artists. By using modern technology they were

trained to prepare nearly 150 items such as Flower vase, Fruit Tray, Fruit Bowl, Tea Cups, Plates, Glasses, Bed light lamps,

House hold objects, Prize shields and Kadai, apart from this there are the big ornamental vessels like Ganglam which can add to

the beauty of any show room or home, which reflects naturality in them have been made by Blacksmith or Artisans of

―Vonipenta‖.

Additionally it is surveyed that many people from different parts of the world prefer to buy the antique and unique items of

Vonipenta in order to make their home look more beautiful or even for gifting their near ones. In addition, the design used in

Vonipenta are usually consists of boxes, candle stand and show pieces. Even some figures of deities are also seen in various

designs, styles, and at most economic rates. Anyhow, it is bettering the status of lovers of art, manufactures, professional artists

and Government institutions. It is the responsibility of the Government and Politicians to rejuvenate the Bronze industry, to revive

past glory to the industry and to breathe a new leaf of life for the dependents.

Figure-5






Figure-6


The beautiful articles made with brass and bronze were exhibited in various places like Delhi, Hyderabad, Vijayawada and

locally. Vonipenta brass articles exhibited in Malaysian Handicrafts exhibition recently. Andhra Pradesh Handicrafts

Development Corporation took every care importing articles on International Exhibitions. People coming from various places visit

Bramhamgarimattam, a look at Vonipenta brassware articles.

CHARACTERISTICS

Rural tourism takes place in the countryside and creates value from rural opportunities. Typical characteristics of Rural Tourism

are:

Sparsely populated locations,

Predominant natural environment,

Focus on outdoor activities,

Small establishments with mainly part time involvement in tourism by the local community,

Locally owned enterprises,

Meshing with seasonal and local events.

CONCEPT OF RURAL TOURISM

Rural Tourism covers ―a range of activities provided by farmers and rural people to attract tourists to their area in order to

generate extra income for their business‖. Any form of tourism that displays the rural life, art, culture and heritage at rural

locations, thereby benefiting the local community economically and socially as well as enabling interaction between the tourists

and the locals for a more enriching tourism experience can be termed as rural tourism. Rural tourism is essentially an activity,

which takes place in the countryside. Rural tourism has certain typical characteristics like; it is experience oriented, the locations

are sparsely populated, it is predominantly in natural environment, it meshes with seasonality and local events and is based on

preservation of culture, heritage and traditions.

RURAL TOURISM AND SUSTAINABLE DEVELOPMENT

Rural tourism is increasingly conceived and utilized as an instrument of socio-economic development. It is essentially and activity

which takes place in the countryside with many potential benefits for rural areas between tourism and rural regions. The

community is central to this process and in many ways cannot be separated from the community benefits. Sustainable tourism

seeks to maintain the quantity, quality and productivity of both human and natural resources systems over time, while respecting

and accommodating the dynamics of such systems. Sustainable rural tourism can be achieved by the effective by the effective

community participation.





SOCIO-CULTURAL, IMPACTS OF RURAL TOURISM

Encouragement of variety cultural activities in the villages (crafts, arts, music)

Increase in infrastructure such as roads, electricity, water, and communication etc., for local people.

The money that rural tourism brings in is of benefit to the whole village.

It supports towards a good social life.

The small group of people in the villages would be benefited.

ECONOMIC IMPACTS OF RURAL TOURISM

Rural tourism impacts are advantages to the economy of the local area.

Possibility of huge employment opportunities.

Tourism attracts more investments in the region.

Prices of many goods and services in the region have increased be because of tourism.

There should be a specific tax on tourists.

PLACES OF TOURIST INTEREST IN KADAPA DISTRICT

Kadapa history, with beautiful nature and a heaven of tourism potentiality with natural scenic beauties with rich forest cover in

addition to a plethora of historical places, temples, forts, monuments, sites of Natural beauty (waterfalls),Sanctuary (Wildlife

sanctuary) etc., Lankamala sanctuary is the habitat of the worlds a rarest endangered bird Jordon‘s course.

Table-1: List of Tourist Centers and their Forms in Kadapa District

S. No. Name of the Tourist Center Form of Tourism

1 Gandikota and Siddavatam Forts Heritage Tourism

2 Vontimitta, Nandaluru Heritage Tourism

3 Adpur (Boudha Sthupas) Heritage Tourism

4 Danavulapadu (Jaina) Heritage Tourism

5 Gunjana Water falls Natural Tourism

6 Nityapuja Kona & Veyi Nuthula Kona Natural Tourism

7 Lankamalla Abhayarayna Wild life Tourism

8 Brahmamgari Mattam (Spiritual) Cultural Tourism

9 Madavaram (Hand looms & craft) Rural Tourism

10 Vonipenta (Brass & Copper work) Rural Tourism


FINDINGS AND SUGGESTIONS

The Micro level research contains the following findings in the study areas:

Lack of Business Planning Skill: The region has great potential as an upcoming Tourist spot. However, in order to

bring it to a greater platform, sound business planning has to be made. The region needs proper enhancement of its

beauty and resources skillfully to bring itself to light.

Insufficient Financial Support: Proper financial support can enhance the tourism potential of the region, which would

help the folks to preserve the local culture, traditions, heritage, art forms etc., because according to mass thinking,

maintaining culture is not commercially viable. Tourism can display the uniqueness of the place in the proper manner.

Communication Problem: Transport and Communication can be regarded as another major problem affecting this

region. This region is remotely located and even lacks a definite medium for transportation.

Lack of Trained Tourist Guide: The whole Tourism concept is very indigenous in the region. Though initiative

attempt have been taken by the local youths, yet the professionalism is lacking. They are lacking proper training to

project in the manner from Tourism perspective.

Language Problem: Language problem in the locality have been found to be one of the barriers in the enhancement of

the tourism potential. People are found to be lacking proper fluency in Hindi, English or even Telugu language, for

interaction with the tourists.





SUGGESTIIONS

The following are the important suggestions in the promotion of Rural Tourism in study areas:

Development of proper infrastructure facilities at all Rural Tourism Centers.

Arrangement of package tours to specific rural tourist destination.

Introduction of tour programmes to club rural activities through tour operators.

Creating awareness among the people about the preservation of important sites in rural tourism sites.

Invite the regional community to participate in the tourism promotional activities.

Providing proper publicity campaign about tourist destination.

Inviting private sector for investment in the hotel and travel trade at rural centers.

Development of amusement and theme parks with a focus theme on rural life and games.

Organizing rural fairs and festivals among the international tourists.

Enhance the number of circuits covering neighboring states.

CONCLUSION

There is much scope for rural tourism in the study area. Rural tourism with supplemental income can contribute to the increase of

wellbeing of the rural inhabitants. It reduces migration and develops the rural area. Tourism is increasing the life quality of the

inhabitants of the study area and it reduces the differences between the rural and urban region. It seems important to know that the

tourism cannot be a dominant sector of the region itself. However, it may be a driving force with the other branches of the

regional economy. The most important purpose of rural tourism development is economic and social development of the rural

areas. Rural tourism will emerge as a key factor for sustainable human development including poverty alleviation, employment

generation, environmental regeneration and developmental remote areas, empowerment of women. Rural areas in Andhra Pradesh

have much to offer beyond agriculture. It has a great potentiality for different growing segments of tourism like Eco-Tourism,

Cultural Tourism, Agro-Tourism, Religious Tourism etc., Rich in traditions of art, culture and natural resources in the villages

(Madavaram and Vonipenta) of Kadapa district, which are selected for Rural Tourism can very well be developed as a perfect

Rural Tourism Destinations in the Tourism map of Kadapa district.

REFERENCES

1. Mukherjee, Dhurjati. (2012, May). Rural Tourism Path to Economic & Regional Development in India. Kurushethra

Monthly Journal, 60(7).

2. Kadapa District Tourism Booklets & Broachers Government of Andhra Pradesh. Hyderabad: Department of Tourism.

3. Rajagopal, M. V. (1976). Andhra Pradesh District Gazetteers-Kadapa. Director, Government Secreatariat Press,

Hyderabad.

4. Census of India 1961, Vol-II, Andhra Pradesh, Part-VII-B (9). Kadapa District.

5. Kadapa Kshethram. Retrieved from http://kadapakshethradharshini.blogsot.in

6. Interview with Ismail, President, and Vonipenta Brass Crafts Cooperative Society.

7. Retrieved from http://www.ijsrp.org/research-paper-1212/ijsrp-p12116.pdf

8. Retrieved from http://aripd.org/journals/jthm/Vol_1_No_1_December_2013/4.pdf

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in...

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*****

http://kadapakshethradharshini.blogsot.in/

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http://aripd.org/journals/jthm/Vol_1_No_1_December_2013/4.pdf

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http://www.discoveredindia.com/andhra-pradesh/culture-in-andhra-pradesh/handicrafts-art-and-craft-in...

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http://www.indianhandloomscluster-dchl.net/Madhavaram/index.asp

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