Published Paper Details:

India's handicraft sector, particularly exemplified by Channa Patna Handicraft Industries in Karnataka, encapsulates a rich legacy of traditional skills and cultural expression. This labor-intensive, decentralized industry, employing over million artisans, serves as a pivotal source of employment, notably for marginalized groups and women, ranking second only to agriculture. However, artisans face multifaceted challenges amidst globalization and changing market dynamics. Handicrafts, ranging from handcrafted to machine-made, embody the artisan's specialized skills, infusing tradition with intricate designs and vibrant hues. Yet, artisans struggle with low literacy levels and dependence on intermediaries, hindering their access to market trends and consumer preferences. Commission brokers further complicate matters, obscuring genuine customer tastes. Addressing these problems, our study employs an exploratory research approach, leveraging both primary and secondary data sources. By analyzing online journals and articles, it identifies key opportunities and barriers in the marketing landscape. Recommendations are provided to empower artisans with appropriate marketing strategies, fostering economic growth and cultural preservation. In essence, this study underscores the imperative of empowering artisans and safeguarding India's cultural heritage. By equipping artisans with market insights and strategic tools, we can ensure the resilience of the handicraft industry while promoting social inclusion and economic development.