Proceedings of the First International Conference on Combinatorial and Optimization, ICCAP 2021, December 7-8 2021, Chennai, India

Research Article

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

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  • @INPROCEEDINGS{10.4108/eai.7-12-2021.2314520,
        author={Sweta  R R and Banumathy  Sundararaman},
        title={A Case Study on Sustainable Business of Indian Art and Craft Industry},
        proceedings={Proceedings of the First International Conference on Combinatorial and Optimization, ICCAP 2021, December 7-8 2021, Chennai, India},
        publisher={EAI},
        proceedings_a={ICCAP},
        year={2021},
        month={12},
        keywords={case study craft design intervention market potential},
        doi={10.4108/eai.7-12-2021.2314520}
    }
    
  • Sweta R R
    Banumathy Sundararaman
    Year: 2021
    A Case Study on Sustainable Business of Indian Art and Craft Industry
    ICCAP
    EAI
    DOI: 10.4108/eai.7-12-2021.2314520
Sweta R R1,*, Banumathy Sundararaman1
  • 1: PSG College of Technology
*Contact email: 17pf38@psgtech.ac.in

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.