A Case Study on Sustainable Business of Indian Art and Craft Industry

R R, Sweta and Sundararaman, Banumathy (2021) A Case Study on Sustainable Business of Indian Art and Craft Industry. In: ICCAP 2021, 7-8 December 2021, Chennai, India.

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Abstract

The Indian Handicrafts are exclusively known for their cultural heritage and exquisitely skilled craftsmanship. In the present market, there are lots of brands that come into existence with the synergy of artisans and have sustainable business growth. In this study, the focus is on understanding sustainable business in the Indian arts and crafts industry through a qualitative case study method. The data collected are through semi-structured phone call interviews and Google survey forms. The collected data are categorized and analyzed through Observe, Think, Test, and Revise (OTTR) method. From this research, the various opportunities to enhance the synergy of artisans and entrepreneurs, analyzing market potential, production techniques of the artisans, design interventions in the craft, the 4P’s of marketing strategies, the importance of government policies and schemes, and the effect of competition are explored. The unsustainable business in handicrafts was the key problem that paved way for the rise of this research. This paper explores the unsustainable practices in the handicraft sector through literature review and also provides sustainable business opportunities that could help in the growth of the handicraft business.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: case study craft design intervention market potential
Subjects: T Technology > T Technology (General)
Depositing User: EAI Editor IV
Date Deposited: 29 Mar 2022 08:15
Last Modified: 29 Mar 2022 08:15
URI: https://eprints.eudl.eu/id/eprint/9898

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