Article: Business of traditions: the craft economy of wicker willow in the Himalayan plains Journal: International Journal of Applied Management Science (IJAMS) 2026 Vol.18 No.3 pp.355 - 372 Abstract: The wicker willow craft industry in the Himalayan Plains of India amalgamates cultural legacy, artisanal expertise and commerce. This study analysed its production, distribution and commercialisation, highlighting its socio-economic significance in supporting livelihoods and conserving traditions. The analysis of the supply chain from raw material cultivation to final products, substantiates its economic viability. Essential financial parameters comprise a Payback Period of 3.89 years, a Net Present Value of ₹14,555, an Internal Rate of Return of 8.62% and a Benefit-Cost Ratio of 1.65. Profitability metrics, including a Net Profit Margin of 61.28%, Gross Profit Margin of 64.17% and Operating Margin of 62.72%, underscore financial robustness. A three-tier inclusive plan is proposed to modernise the sector while maintaining traditions, expanding market access, streamlining supply chains and assisting craftsmen for sustainable growth. Inderscience Publishers - linking academia, business and industry through research

Title: Business of traditions: the craft economy of wicker willow in the Himalayan plains

Authors: Mudasir Rashid; F.A. Shaheen; Abid Sultan; M.M. Kachroo

Addresses: Agriculture Branding Centre/Market Intelligence Cell, Institute of Business & Policy Research (SKUAST-K), Shalimar, Jammu & Kashmir, India ' Agriculture Branding Centre/Market Intelligence Cell, Institute of Business & Policy Research (SKUAST-K), Shalimar, Jammu & Kashmir, India ' Agriculture Branding Centre/Market Intelligence Cell, Institute of Business & Policy Research (SKUAST-K), Shalimar, Jammu & Kashmir, India ' Agriculture Branding Centre/Market Intelligence Cell, Institute of Business & Policy Research (SKUAST-K), Shalimar, Jammu & Kashmir, India

Abstract: The wicker willow craft industry in the Himalayan Plains of India amalgamates cultural legacy, artisanal expertise and commerce. This study analysed its production, distribution and commercialisation, highlighting its socio-economic significance in supporting livelihoods and conserving traditions. The analysis of the supply chain from raw material cultivation to final products, substantiates its economic viability. Essential financial parameters comprise a Payback Period of 3.89 years, a Net Present Value of ₹14,555, an Internal Rate of Return of 8.62% and a Benefit-Cost Ratio of 1.65. Profitability metrics, including a Net Profit Margin of 61.28%, Gross Profit Margin of 64.17% and Operating Margin of 62.72%, underscore financial robustness. A three-tier inclusive plan is proposed to modernise the sector while maintaining traditions, expanding market access, streamlining supply chains and assisting craftsmen for sustainable growth.

Keywords: craft industry; artisanal expertise; cultural legacy; financial robustness; supply chain; operating margin.

DOI: 10.1504/IJAMS.2026.155383

International Journal of Applied Management Science, 2026 Vol.18 No.3, pp.355 - 372

Received: 26 Sep 2024
Accepted: 30 Jan 2025
Published online: 31 Jul 2026 *

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Title: Business of traditions: the craft economy of wicker willow in the Himalayan plains

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