KUN.BE: A SERVITISATION FRAMEWORK FOR THE SUSTAINABLE REVIVAL OF GOA’S KUNBI SAREE

The Kunbi saree, once an integral part of tribal Goan identity, is now threatened by colonial erasure and mass production. Despite its historical and cultural richness, attempts at revival have not yet reclaimed its importance. Located at the intersection of cultural protection and sustainable innovation, the study identifies systemic challenges and proposes service-driven strategies to re-establish the Kunbi saree into contemporary fashion economies. Services such as digital engagement, co-creation, and craft-based story-telling present a culturally located and economically viable model for the revival of Creative and Cultural Industries (CCIs), by restoring value through the service-led design approach. The project Kun.Be positions servitisation as a tool of cultural resistance and economic sustainability, and proposes a replicable model for reviving endangered heritage crafts through service-driven engagement.