Innovative strategies used by

artisans to promote handicrafts.

Prepared by:
Madhvi Jain(093).
Rohan Sehgal(110).
 Introduction to handicraft
Handicrafts are unique expressions representing a
particular culture or commodity through artisans and
materials.

According to buyers, handicrafts are significant to the

country in which they are produced due to culture, tradition,
and skill and local material used.

Other definations include-”handicrafts are most defined as

“items made by hand, often with the use of simple tools, and
are generally artistic and/or traditional in nature. they are
also objects of utility and objects of decoration”
 Handicraft in India

India is one of the important suppliers of handicrafts to

the world market.. the Indian handicrafts industry is
highly labour intensive and is a cotton based industry. It is
largely decentralized, being spread all over the country in
rural and urban areas. Artisans not only work on full-
time, but there are numerous artisans who are engaged in
crafts work on part-time basis. This industry provides
employment to over seven million artisans who include a
large number of women and people belonging to the
weaker sections of society.
What in innovation.
“Innovation is the introduction of something new-
which could be a new idea, a new method or a
new device”-(Meriam Webster)

“Innovation is a change that creates a new

dimension of performance”-(Peter Drucker)

The National Innovation Initiative (NII) of USA

defines innovation as the intersection and insight,
leading to creation of social and economic value.
 Goals and Reasons for
innovation.

 Improving quality.
 Creation of new market.
 Extension of product range.
 Reducing labour costs.
 Industry requirements.
 Desire to make more profit.
 Emergence of new scientific knowledge/new technology.
 Market changes in terms of competition etc.
 Changes in perception/needs of customers.
 Need for innovative strategies.
 Increased globalization is causing the products to be more
commoditized, because of which, artisans are facing stiff
competition from other artisans from all over the world.

 Implementing modern marketing techniques and related

applications in the handicrafts sector would go a long way
in solving the communication problem of artisans.

 It will also give indian artisans an edge over those of other

developing nations by developing an efficient
communication control.
Institutions involved in promotion of
handicraft.
 Development commissioner(handicrafts)
 Tribal cooperative market development
federation(TRIFED)
 States handicrafts and handlooms development
corporation ltd.
 National centre for design and product development, new
Delhi.
 Khadi and village industry (KVIC)
 Export promotion council for handicrafts, Delhi
 Council for handicrafts development corporation
 Various NGO’s.
Traditional methods used by
artisans to promote handicrafts.
 Exhibitions.
 Trade fairs.
 Others - Dilli haat.
Surajkund mela.
 Commercial stores/shops.
 Craft emporiums.
Innovative methods used by artisans
to promote handicrafts.
 Social media and SM based marketing-FACEBOOK.
TWITTER.
INSTAGRAM.

 E-marketting- WEBSITES.
PORTALS etc.
Some sites and portals which are currently engaged in online
sales and exhibition of handicrafts are as follows
 Social media marketing
FACEBOOK.
Instagram.
Twitter.
THANKYOU!!!