Asian Journal of Management

Dibyendu Bikash Datta ¹, Sankhadip Bhattacharyya ¹

Affiliations
1 Department of Fashion Management Studies, National Institute of Fashion Technology, Kolkata, IN

Abstract

The handicraft artisans of India, are known for their perfection of craftsmanship, excellence of design and form and an unsurpassed sense of colour. The craftsman's position in the pre-dominantly agricultural society is pivotal, for it make the village society self-contained. The sector provides employment to a vast segment of craft persons in rural and semi urban areas and generates substantial foreign exchange, while preserving its cultural heritage. The sector suffers for being unorganized, additional constraints of lack of education, low capital, poor exposure to new technologies, absence of market intelligence, and a poor institutional framework. Artisans are depending on the middlemen for raw materials, finance and market for finished products because of their illiteracy, ignorance and poverty. The success of handicrafts depends on how well the artisans can produce the articles in keeping with the tastes and preferences of consumers.

Keywords

Handicraft, Artisans, Marketing, Rural Marketing, Traditional Handicrafts.

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Dibyendu Bikash Datta ¹, Sinjini Mukherjee ¹, Trisha Banerjee ¹, Pameli Das ¹, Neha Mundhra ¹, Aditya Narayan Divya ¹

Affiliations
1 Department of Fashion Management Studies, National Institute of Fashion Technology (Ministry of Textiles, Govt. of India), Kolkata, IN

Abstract

In India from the very beginning women have solely dominated the area of household activities. Women of the zari cluster of Panchla town at Howrah District, West Bengal have responded to economic crisis with survival strategies and have obtained a certain level of empowerment. This article examines the potential of the women artisans and analyzes the obstacles they face. Nowadays medium enterprises are easily managed by women entrepreneurs and are done so excellently with them as the decision makers. In this content a research study was formulated to identify the hindrances faced by women artisans in the zari cluster. The study was undertaken with 60 women artisans and a simple percentage and ranking method had been adopted for analysis of data. The major challenges like inadequate training and access to information, lack of awareness about Governmental programs and work-family interface are ranked by the women artisans.

Keywords

Women, Competition, Hindrances, Challenges, Artisans, Embroidery, Zari.

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