The Indian handicraft sector was undoubtedly one of the most affected sectors of the Indian economy during the COVID-19 epidemic. Global locks are followed by months of non-sale or business and dark hopes for a return to normalcy. However, as lives slowly deteriorate and return to normal, it is not surprising to find new and exciting ways to emerge in this sector at this unprecedented time. The epidemic has led to a dramatic change in lifestyle and defining business practices. So, this is a good time to think about business models and engage in new ways. India’s handicrafts and trades are the second largest in terms of post-agricultural employment. An estimated 40-200 million people are associated with the sector. The capacity of the industry stands at approximately Rs 15,000-25,000 crore.
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Due to the closure and growth of online engagement, the industry has received a lot of attention and interest. Names like artists, craftsmen, and craftsmen were widely discussed while soliciting large donations from customers and the community alike during difficult times. This has opened a new field of discussion and debate, surrounding the survival and rethinking of art in the present and why it is important.
The growing “knowing” middle class offers a potent and thriving market for the craft industry. Growing concerns about the importance of conserving human resources, sustainable and economically viable livelihoods provide a window of opportunity for this sector that was previously not on this scale. The handicraft industry is also a single field that is able to deal with labor problems that are proven around the world from time to time. The growing foreign markets and the influx of supermarkets into urban areas have doubled their revenue. It is also a sector that requires minimal business investment and has very few debts.
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The current situation brings the need for a comprehensive integration of interventions and innovations in digital technology and physical technology related to this role to ensure commercial survival and a thriving business. Some of the key points that can transform the art business are discussed below:
This unique industry situation requires practical steps to improve the whole genre. The first step could be to obtain and integrate reliable and scientific information. One of the most important issues facing the craft industry is the lack of reliable data. According to Manjari Narula of the Delhi Crafts Council, the available information for the industry is neither formal nor formal. Innovation in the craft industry is especially needed to foster a spirit of modern business-driven business. GI (Geographical Indication) tags are a good step in this regard. In the same line, retailers and artisans add functionality by going to RFID (Radio Frequency Identification) tags. These tags will help them with real-time tracking of goods and stocks that ensure high sales opportunities and a delicious exit experience. RFID tags will also assist in developing appropriate trading strategies aimed at asset management.
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The path to marketing art also needs to be updated. It is now clear that internet access is no longer an option and is required. The internet is also a great way to put a story close to artifact. Consumers can be targeted globally through an outcome-oriented action plan that will increase engagement. The power of visual engagement provided by the web can work wonders for driving a business in the arts industry.
The strength of the business and the raw materials, marketing strategies, and marketing needs to enter the middle class. Participants from a variety of digital environments can use collaborative dialogue to harness the power of creating relevant content and presentation that will appeal to a wider audience.
Another important change that can work for the industry is the emergence of products and adaptations to match the use of modern life. The handicraft industry cannot bring profit out of demand. It has to come to terms with the changing realities of consumer behavior, rapid urbanization, and a generation with little knowledge of the complex details of a piece of art. There is more market for emporiums that need to be taken. The product style of this industry should go from decorating and decorating to functional. This requires a collaborative work environment that includes design schools, local craftsmen, vendors and institutional buyers.
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Industrial players can shift the value proposition of handmade products to eco-friendly, sustainable, affordable, and highly efficient so consumers can see a higher return on investment. These values can be cleverly marketed so that handicrafts become a part of normal life. Business connections and supply chain must also change, and entrepreneurs must go to artisans to find products instead of coming to the cities.
The prospect of a handicraft industry is certainly promising. A good business environment can create ways to incorporate bright business minds that can transform this phase into a strong starting point and make a difference in the integration of culture and technology. There can be a lucrative business that makes sustainable building materials and helps to control the temperature in houses built using the unique pottery used by artisans to make art objects. Skilled jewelers can be asked to redefine their ancient magic in modern homes that will not only help the airflow but also tempt the citizens by playing light and shadow every morning and evening.
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It is time for the craft industry to get the attention it deserves. With the current pressure on domestic products, the sector is in a very rich state. Proper resources and investment can push the industry towards a thriving sector that drives millions to success. Developers and entrepreneurs can make the most of this opportunity by combining underground experience with a redesigned marketing strategy in the traditional sector.
