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Kumari, Gaitri
- Marketing Support and Services Schemes for Indian Handicraft
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Authors
Affiliations
1 Department of Management, Birla Institute of Technology, Jharkhand, IN
2 Department of Management, BIT Mesra, Lalpur Campus, Ranchi, IN
1 Department of Management, Birla Institute of Technology, Jharkhand, IN
2 Department of Management, BIT Mesra, Lalpur Campus, Ranchi, IN
Source
Journal of Rural and Industrial Development, Vol 4, No 2 (2016), Pagination: 27-35Abstract
India has a rich handicrafts culture where each state is known for its variety of craft traditions. Irrespective of its folkloric uniqueness, different languages, various cultures, and natural resources, India has a diverse tradition of handicrafts and art works. There is a diversity of ethnic handicrafts ranging from north to south and east to west. There are varieties of handicrafts made of wood, marble, textile, and other things representing relevance to each state. Some of the artistries were born out of necessity, while others happened solely out of man's innate fascination towards crafts. Indian handicraft industry has a huge untapped potential for marketing in both domestic&international market. There is a need to increase the popularity of handicrafts both in domestic&international markets. Artisans do not get enough opportunities to access the domestic/international high-end markets, as they are generally poor, illiterate and mainly come from remote or rural areas. It is necessary to facilitate their access to various markets and marketing channels, through marketing support and services schemes. This research paper attempts to highlight marketing support and services schemes for Indian handicrafts and the challenges towards the implementation of these schemes. This paper would be of great importance to the marketers of Indian handicrafts and also to the artisans who would be benefited through it. The data are collected from the secondary sources. Before concluding the paper, the role of the government will also be discussed in the promotion of handicraft and protection of interest of artisans.Keywords
Handicrafts, Marketing, Promotion, Artisans, Development.
References
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- Revival of Pyatker Painting through Craft Village:Study of Jharkhand
Abstract Views :221 |
PDF Views:0
Authors
Affiliations
1 Department of Management, BIT Mesra, Lalpur Campus, Ranchi, Jharakhand, IN
1 Department of Management, BIT Mesra, Lalpur Campus, Ranchi, Jharakhand, IN
Source
Journal of Rural and Industrial Development, Vol 5, No 1 (2017), Pagination: 58-64Abstract
Pyatkar painting is one of cultural traditions of eastern India but it is on the verge of extermination. Amadubi village in Jharkhand known for its culture and dance is also known for its one unique practice of Pyatker painting. Pyatker artisans being poor, illiterate and rural background do not get adequate opportunities to access to the domestic/international high-end markets. A craft village at Amadubi is possible only with the help and support of government and NGOs. The present paper attempts to understand the traditional aspect of Pyatker painting, to find out the reasons of extermination of Pyatker painting and to make suggestions for promotion of Pyatker painting.
This paper also attempts to highlight the importance of craft village in the revival of Pyatker painting. This paper would be of great importance to the marketer of Indian handicrafts and also to the artisans who would be benefited through it. The data collected from the secondary sources. Before concluding the paper, the role of the government and NGOs will also be discussed in the promotion of handicraft and protection of interest of artisans.
Keywords
Handicraft, Artisan, Rural Development, Craft Village, Marketing.References
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