𝐓𝐨𝐧𝐠𝐥𝐚 𝐆𝐨𝐞𝐧𝐩𝐚’𝐬 𝐒𝐭𝐫𝐮𝐠𝐠𝐥𝐞 𝐭𝐨 𝐒𝐮𝐬𝐭𝐚𝐢𝐧 𝐂𝐡𝐨𝐞𝐬𝐡𝐚𝐦 𝐂𝐫𝐚𝐟𝐭 𝐃𝐮𝐫𝐢𝐧𝐠 𝐄𝐜𝐨𝐧𝐨𝐦𝐢𝐜 𝐂𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞𝐬

By Kezang Choden

Residents of Tongla Goenpa Chiwog in Kengkhar Gewog, Mongar Dzongkhag, are struggling with a significant decline in the sales of Bhutanese altars, known locally as choesham. This downturn has sparked fear and concern within the community, as choesham crafting has long been a crucial source of income for many families. Before the COVID-19 pandemic, Tongla Goenpa was renowned for its beautifully crafted altars, attracting buyers from various dzongkhags. However, the pandemic led to a sharp decrease in demand. Today, residents struggle to sell even a fraction of their previous sales, with the economic impact hitting many artisans hard and threatening the preservation of this traditional craft.

Ngawang Phuntsho, a 58-year-old artisan from Tongla Goenpa, has been crafting altars for 16 years. Phuntsho said, “Before COVID-19, we used to sell many altars, and it provided a good income for our families. Now, we hardly sell any, and it is becoming difficult to sustain ourselves. I am afraid this artwork might go extinct and never be seen in the future.” Phuntsho also mentioned the need to find alternative sources of income. “We now have to do other work that can bring good income like the altars used to, but we have never learned any other skills besides this craft,” he said, highlighting the challenges faced by the community in adapting to the changing economic landscape.

Karma Tenzin, a 40-year-old craftsman from Tongla Goenpa, has dedicated the past 5 years to the intricate art of crafting altars. However, the onset of the COVID-19 pandemic has brought significant challenges to his livelihood. Before the pandemic, Tenzin received a steady stream of orders from all 20 dzongkhags. Now, the demand for his meticulously crafted altars has plummeted. “We used to get many orders, but now we hardly get any,” Tenzin shared. Despite these hardships, Tenzin remains committed to his craft. He has been passing down his skills to his son, with hopes that their family’s tradition of altar crafting will continue for generations. “I want to ensure that this craft is carried on, despite the difficulties we face,” he added.

Darjee, a 54-year-old resident of Tongla Goenpa, has been dedicated to crafting altars for nearly 15 years. Having honed his skills under the guidance of his grandfather, Darjee has experienced both prosperous and challenging periods in his trade. In the past, the demand for handcrafted altars often outstripped the supply, leaving orders incomplete. However, the situation has changed dramatically. “We used to struggle to keep up with orders, but now finished altars remain unsold at home,” Darjee said. The COVID-19 pandemic has significantly impacted his work, crippling his ability to earn a living. He is keen to pass on his knowledge to the younger generation, believing that with the right skills and dedication, the demand for altars will eventually rebound. “I am more interested in teaching the younger generation who are willing to learn. I hope that one day, the demand for altars will increase like before,” he shared.

Penjor, the Mangmi of Kengkhar Gewog, said, “We are looking forward to doing marketing through different types of social media platforms.” This move aims to modernize their marketing strategies, ensuring that local products and services gain wider recognition and accessibility. “The gewog will try other possible ways to overcome these problems,” Penjor stated. This proactive stance highlights the gewog’s commitment to finding innovative and effective methods to ensure the well-being and progress of the community.

As Tongla Goenpa Chiwog faces these challenging times, the resilience and adaptability of its residents remain strong. With a collective effort to embrace modern marketing strategies and a commitment to preserving traditional crafts, the community hopes to revive the demand for their beautifully crafted altars. The determination of artisans like Ngawang Phuntsho and Darjee, coupled with the innovative approach of local leaders like Penjor, reflects a unified vision for a prosperous future. The preservation of this cultural heritage not only sustains livelihoods but also ensures that the artistry of choesham crafting continues to thrive for generations to come.