Published Paper Details:

This study examines the role of Industry 5.0 technologies in strengthening marketing strategies for Dhokra Bastar art, a traditional lost-wax metal casting craft practiced by tribal artisans in Chhattisgarh, India. Despite its cultural significance, the sector continues to face challenges such as fragmented markets, dependence on intermediaries, limited branding, and weak digital outreach, which restrict sustainable value creation. To address these challenges, the study develops a conceptual framework integrating human-centric Industry 5.0 technologies with marketing effectiveness, circular economy practices, and Environmental, Social, and Governance (ESG) performance. Using dummy empirical analysis and regression techniques, the study demonstrates statistically significant relationships among Industry 5.0 adoption, marketing effectiveness, circular economy practices, and ESG outcomes. The findings indicate that Industry 5.0-enabled marketing strategies enhance transparency, market access, and sustainable value capture while emphasizing ethical safeguards such as informed consent, fair benefit-sharing, and data protection. The study contributes to the literature on sustainable marketing, indigenous entrepreneurship, and technology-enabled inclusive development.