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CHANGING DYNAMICS OF THE INDIAN HANDICRAFT SECTOR

The handicraft sector continues to be an anchor of the age-old traditions that represent the cultural and religious beliefs of the Indian Economy. It represents the uniqueness that the Indian artisans possess which cannot be replicated perfectly by any International business enterprise. With the aim of protecting and expanding this sector, the Indian artisans have been working continuously to revive the sector and create a brand for the same with adequate consumer base. However, it is becoming increasingly difficult for the handicraft sector to survive in the competitive world with close substitutes being produced. Moreover, there are economical and technical inefficiencies that prevent the artisans from exploiting their skillset. The researcher aims at finding such challenges and problems and intends to suggest ways in which the loopholes can be overcome. It further highlights the importance of accurately using the government initiatives setup for the upliftment of the handicraft industry.