A Case Study on Sustainable Business of Indian Art and Craft Industry
Abstrak
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 semistructured 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.
Penulis (2)
Sweta R R
Banumathy Sundararaman
Akses Cepat
- Tahun Terbit
- 2021
- Bahasa
- en
- Total Sitasi
- 3×
- Sumber Database
- Semantic Scholar
- DOI
- 10.4108/eai.7-12-2021.2314520
- Akses
- Open Access ✓