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{{Short description|Toy maker from Andhra Pradesh}}
{{Infobox person
| name = C.V. Raju
| native_name =
| image =
| imagesize =
| caption =
| birth_name = Chintalapati Venkatapathi Raju
| birth_date = {{Birth date and age |df=yes|1963|5|14}}
| birth_place = Jonnavalsa in [[Vizianagaram district]], [[Andhra Pradesh]]
| death_place =
| death_date =
| alma_mater =
| citizenship = India
| occupation = Artisan
| known_for = Etikoppaka toys
| parents =
| spouse =
| children =
| awards = National Grassroots Innovation Award from National Innovation Foundation – India
| honours = [[Padma Shri]]
}}
'''C. V. Raju''' is an Indian toy maker and innovator from [[Etikoppaka]] in [[Anakapalli District]] of [[Andhra Pradesh]], [[India]]. He is known for reviving the traditional art of making Etikoppaka toys, which has a [[geographical indication]]<ref>{{Cite web |last=World Intellectual Property Organization |author-link=World Intellectual Property Organization |date=2023 |title=Crafting a Better Future for Women with Etikoppaka Wooden Toys |url=https://www.wipo.int/wipo_magazine/en/ip-at-work/2023/etikoppaka.html |access-date=2024-05-28 |website=www.wipo.int |language=en}}</ref> tag. He also made many vegetable-based dyes for [[Etikoppaka]] toys, and also developed new tools, techniques and methods to extend the shelf life of these dyes.<ref name=":0" />

In 2003 Raju received 2nd Biennial National Grassroots Innovation and Outstanding Traditional Knowledge Award from National Innovation Foundation – India. He has also won the Centenary Award, the [[Seal of Excellence for Handicrafts]] from [[UNESCO]] and Lifetime Achievement Award from [[Indian National Trust for Art and Cultural Heritage]]. In 2023, he was awarded the [[Padma Shri]] by the Government of India.

==Biography==
Chintalapati Venkatapathi Raju was born on 14 May 1963 in Jonnavalsa village in [[Vizianagaram district]] of [[Andhra Pradesh]], [[India]].<ref name="pib2">{{Cite web|url=https://pib.gov.in/PressReleasePage.aspx?PRID=1910987|title=Press Information Bureau}}</ref> He did his secondary education in [[Visakhapatnam]] and [[Vizianagaram]], and completed his SSC in 1979.<ref name="pib2"/> He then graduated with a degree in agriculture.<ref name="Hindu">{{cite news |last1=Reddem |first1=Appaji |title=Padma award is an honour for the Etikoppaka toy craft, says C.V. Raju |url=https://www.thehindu.com/news/national/andhra-pradesh/padma-award-is-an-honour-for-the-etikoppaka-toy-craft-says-cv-raju/article66436816.ece |work=The Hindu |date=26 January 2023 |language=en-IN}}</ref>

==Career==
Raju is a maker of Etikoppaka toys, which has a [[geographical indication]]. When the popularity of these toys began to wane, in 1988, Raju decided to revive the 500-year-old craft.<ref name="Indian Express">{{cite news |last1=Peri |first1=Usha |title=Vizag man resurrects age-old Etikoppaka toy craft heritage |url=https://www.newindianexpress.com/good-news/2023/Jan/29/vizag-man-resurrects-age-old-etikoppaka-toy-craft-heritage-2542382.html |work=[[The New Indian Express]] |date=29 January 2023 |language=en}}</ref> He sells these toys to many noted galleries in India.<ref name="Bhatt">{{cite news |last1=Bhatt |first1=Meenakshi |title=AP's Toy Story |url=https://www.viscan.in/aps-toy-story/ |work=VIS |date=28 February 2022 |language=en}}</ref> Since 1992, he has been exporting these toys to many foreign countries including European countries.<ref name="Indian Express"/>

He strengthened the local tradition of making vegetable-based dyes for Etikoppaka toys, making them safe for children and worked to develop new tools, techniques and methods to extend the shelf life of these dyes.<ref name="CNBCTV18">{{cite news |title=Rising India Summit {{!}} CV Raju, who revived traditional kid-safe Etikoppaka toys - CNBC TV18 |url=https://www.cnbctv18.com/india/rising-india-real-heroes-cv-raju-who-revived-traditional-etikoppaka-toys-16285191.htm |work=CNBCTV18 |date=28 March 2023 |language=en}}</ref> Attending workshops and training courses on making natural dyes for textiles, Raju explored dyes in plant roots, bark, stems, leaves, fruits and seeds.<ref name="Shreya">{{cite web |last1=Pareek |first1=Shreya |title=A Forgotten Toy Story of Etikoppaka |url=https://thestoriesofchange.com/cv-raju-herbal-toys-etikoppaka/}}</ref><ref name="Revival">{{cite web |title=Revival of dye-ing skills - National Innovation Foundation-India |url=https://www.nif.org.in/innovation/Revival_of_-dye-ing_skills/209 |website=www.nif.org.in}}</ref> The Crafts Council of India helped Raju to test the toxicity of these dyes.<ref name="Shreya"/> His experiments led to the production of more than 12 natural dyes, including royal red and indigo.<ref name=":0">{{Cite news |last=Ganguly |first=Nivedita |date=2020-09-01 |title=Etikoppaka toys of Andhra Pradesh in the spotlight |url=https://www.thehindu.com/entertainment/art/etikoppaka-toys-of-andhra-pradesh-in-the-spotlight/article32496524.ece |access-date=2024-07-05 |newspaper=The Hindu |language=en-IN |issn=0971-751X}}</ref>

Raju started Padmavati Associates, a co-operative society of artisans to increase the income of the artisans and ensure natural dyes reach the right market.<ref name="CNBCTV18"/> Today, 160 artisans from the village are engaged in making the toy, and they produce around 30,000- 33,000 toys per month.<ref name="Indian Express"/>

In 2017, Raju participated in the 4th Innovation Scholar-In-Residence programme at [[Rashtrapati Bhavan]], Delhi.<ref name="PIB Delhi">{{cite web |title=Grassroots Innovators conferred Padma Shri for S&T based innovative ways of reviving traditional art and music |url=https://pib.gov.in/PressReleaseIframePage.aspx?PRID=1894165}}</ref> He has also participated in the annual Festival of Innovation and Entrepreneurship (FINE), organized by National Innovation Foundation and [[Department of Science and Technology (India)|Department of Science and Technology]] under the aegis of Rashtrapati Bhawan.<ref name="dst">{{Cite web|url=https://dst.gov.in/grassroots-innovator-andhra-pradesh-reviving-dying-art-making-sustainable-and-children-friendly|title=Grassroots innovator from Andhra Pradesh reviving dying art of making sustainable and children friendly wooden toys | Department Of Science & Technology}}</ref>

==Awards and honors==
In 2003 he received 2nd Biennial National Grassroots Innovation and Outstanding Traditional Knowledge Award from National Innovation Foundation – India, an autonomous body of the [[Department of Science and Technology (India)|Department of Science and Technology]], [[Government of India]].<ref>{{cite web |title=Grassroots innovator from Andhra Pradesh reviving dying art of making sustainable and children friendly wooden toys |website=Government of India |url=https://pib.gov.in/PressReleseDetail.aspx?PRID=1768477 |access-date=1 November 2021}}</ref> He has also won the Centenary Award, the [[Seal of Excellence for Handicrafts]] from [[UNESCO]] and Lifetime Achievement Award from [[Indian National Trust for Art and Cultural Heritage]].<ref>{{Cite news |date=2016-05-24 |title='Bring Etikoppaka on the tourism map' |url=https://timesofindia.indiatimes.com/city/visakhapatnam/bring-etikoppaka-on-the-tourism-map/articleshow/52409408.cms |access-date=2024-07-05 |work=The Times of India |issn=0971-8257}}</ref> Indian Prime Minister Narendra Modi praised Raju's efforts in promoting the traditional toy industry in his 68th [[Mann Ki Baat]] radio program.<ref name="dst"/> In 2023, he was awarded the [[Padma Shri]] by the Government of India.<ref name="Hindu"/>

==Controversies==
Raju faced objections from other toy makers after he told an NRI who bought toys from him that some artisans today use artificial colors containing lead, cadmium and barium in Etikoppaka toys.<ref name="deccanchronicle">{{cite news |last1= |first1= |title=Padma Shri Winner Upsets Etikoppaka Toymakers |url=https://www.deccanchronicle.com/nation/in-other-news/130723/padma-shri-winner-upsets-etikoppaka-toymakers.html |work=www.deccanchronicle.com |date=13 July 2023 |language=en}}</ref> They said that his remarks would have a negative impact on the Etikoppaka toy market itself.<ref name="deccanchronicle"/> Responding to the topic, Raju said that he is only concerned about the quality of the toy and if anyone wants to learn how to make natural dyes for toys, he will teach them.<ref name="deccanchronicle"/>

==References==
{{reflist|28em}}
{{Padma Shri Award Recipients in Art}}

[[Category:Recipients of the Padma Shri in arts]]
[[Category:1963 births]]
[[Category:Living people]]
[[Category:Artists from Andhra Pradesh]]

C. V. Raju - Revision history

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