Growing The Indian Handicrafts Sector
The Handicraft Industry Has A Huge Potential To Grow And Expand If One Understands How To Go About It.
In terms of the depth of talent and breadth of history, India maybe well-recognized and respected in the handicraft sector worldwide. However, in statistical terms, India is a trivial player in the global market for handicrafts. Government statistics estimate that India’s handicraft exports in 2017–18 were Rs. 23,029 crore ($3,285 million as of January 2019). Does that seem like a lot? Well, consider this: One market research firm estimated the 2017 global handicrafts market to be $526.5 billion (and is expected to reach a staggering $984.8 billion by 2023). In other words, India’s share of the global market for handicrafts is currently 0.006%.
There are at least seven aspects that one needs to consider if this sector has to grow, both internationally sure but also domestically.
- Global Market
Artisans should participate in trade fairs and exhibitions (such as Ambiente) and gain an understanding of the economics, logistics, and cultural trends involved when participating in the global market.
This means that for a country like India, which has arguably the most ancient heritage of crafts, there is a tremendous growth opportunity (and that is to put it very mildly). To help artisans unlock this global potential, government organizations such as the Export Promotion Council for Handicrafts and third-parties (both non-profit and profit agencies) can help them tap the global market.
2. Customer Interaction
Artisans should interact with their consumers more fruitfully.
This has to be done directly or indirectly and through several means both offline and online so as to inform customers of their work and, more importantly, the meaning behind it.
- Directly/Offline (e.g.: host visitors to their workshops, participate at trade fairs, teach at educational institutions, etc.)
- Directly/Online (e.g., create social media pages and communicate through them, etc.)
- Indirectly/Offline (e.g., have their works featured at trade fairs, etc.)
- Indirectly/Online (e.g., get featured on 3rd-party platforms such as e-commerce websites, blogs, interviews, etc.)
The increased interaction has several benefits for both the artisan and the customers:
- Establishes an emotional connection between the artisan/art and the buyer.
- Helps artisans understand the consumer’s needs, tastes, and trends.
- Grow the awareness and popularity of the art and the artisans.
- Increases sales.
3. Supplementary Income
After agriculture, the handicrafts and handloom sectors is the second largest employer and source of income in rural India. Official estimates reckon that 13.93 million will be engaged in craft production by 2017 (17.79 million by 2022) in India. Unofficial sources peg the number at 200 million artisans.
Clearly, the handloom and handicraft sectors represent a source of supplementary income for seasonal agricultural workers and, in many cases, perhaps the only viable employment alternative to seasonal urban migration for work. Training centers, credit schemes, and other initiatives exist to help these workers but a lot remains to be done.
4. Women’s Empowerment
A lot has been said about the plight of certain sections of women in rural areas. The handicraft sector provides these women in particular and to women, in general, a means to obtain employment in their free time and derive an income for themselves and their families. In fact, there are many organizations such as Sadhana that are already working in this area in doing so are furthering the handicrafts sector.
5. Adapting to Modern Trends
It is crucial for artisans to read the trends in the market. While traditional, pure products will always be appreciated and bought, craftsmen can also carter to newer markets and customers by incorporating these traditional designs into new kinds of products. Whether these are products such as laptop cases or newer approaches to paintings and clothing designs, they will help expand the market for handicrafts.
6. Promotional Strategies and Skill Development
Artisans have to be educated about the variety of promotional strategies and channels that are available both offline and online. Online sessions and offline workshops and seminars can be conducted to educate artisans about pricing, marketing, branding, financing (micro-credit), etc. that will enable them to expand their market.
7. Collaboration
Through such institutions as the National Institute of Fashion Technology and the National Institute of Design, generations of designers are being created who are bringing with them modern skill sets. A fruitful amalgamation of their modern approaches to design with that of traditional approaches can open doors to new markets. Collaborations between traditional artisans and the urban designer/brands can bring about these new opportunities.
These ideas are not novel. The issue is perhaps not in the dearth of ideas but in their implementation. Only a collaborative effort by businesses, educational institutions, government agencies/policy makers, and civil society can bring about a transformation in the sector.
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