Indian Handicrafts: A Sustainable future of Utilitarian Consumer Goods

Authors

  • Akanksha Choudhary Manipal University, Jaipur.
  • Poonam Mishra Manipal University, Jaipur.

Keywords:

Sustainability, Handicrafts, Small Business, Sustainable Solutions, Environment Friendly

Abstract

Utilitarian products are those which are designed to be useful rather than being attractive. Handmade products are thus, one among the wonders of Indian artisans which is both useful and attractive at the same time. World-renowned Indian handicrafts are imported by several countries, which is highly supporting Indian art and culture. This is a source of livelihood for more than half of the unskilled labours and artisans of the Handicraft Industry. But with high-quality décor, luxurious items being exported to foreign lands, middleman income and trade fairs are sucking up most of the profits. Indian artisans and handicraft workers are therefore left with little income in hand except for the very famous art workers of big businessmen. This is one of the major problems which can be solved by encouraging the supply of handicrafts and domestic consumer demand. Since Indian consumers have been evolving through manufactured products, globalization, industrialization, etc. which are producing harmful effects on the environment and socio-economic conditions. Hence it is a very alarming situation for the handicraft sector to be able to protect its art and small business in the time of economic crisis. To address the small businesses and art of poor craftworkers this study intends to focus on the utilitarian aspect of handicrafts as being the sustainable alternative. The research broadly focusses on the socio-economic conditions of rural artisans and the environmental benefits of handicrafts by assessing the demand of domestic consumers and their perspectives. Based on primary data collected through the survey method, study finds that domestic consumers are aware about the sustainable alternative that handicrafts have to offer, while utilitarian aspect has a vague respond when it comes to purchasing handicrafts. However, demand for handicrafts is high because of its utilitarian aspect only. The study applied multiple regression analysis for analysing the results and conclude with suggestions based on qualitative research analysis to support rural handicraft artisans and small businesses. The study initiates a broad scope of research in consumer behaviour towards handicrafts in India as a sustainable alternative over mass production. This is one of the ways of supporting the cultural art forms as well as replenishing the sustainability in the major three directions which are economic, environmental & society. Based on the empirical findings of this study it concludes with the suggestions of co-existence with culture and sustainable development in India.

Author Biographies

Akanksha Choudhary, Manipal University, Jaipur.

Manipal University, Jaipur, Rajasthan, India.

Poonam Mishra, Manipal University, Jaipur.

Manipal University, Jaipur, Rajasthan, India.

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Published

2022-07-30

How to Cite

Choudhary, A., & Mishra, P. (2022). Indian Handicrafts: A Sustainable future of Utilitarian Consumer Goods. Ushus Journal of Business Management, 21(3). Retrieved from https://journals.christuniversity.in/index.php/ushus/article/view/3623