Title: Delineating problems faced by artisans of Rajasthan: a case of emic-etic-emic analysis of the customer perspective

Authors: Preetika Garg; Amita Walia

Addresses: Fine and Performing Arts, Mewar University, NH – 79 Gangrar, Chittorgarh, Rajasthan, India ' Department of Fabric and Apparel Science, Institute of Home Economics, University of Delhi, India

Abstract: We explore the challenges of the handicraft industry by delineating the difficulties faced by the artisans involved in handicraft sector through urban haats. Data was collected from 500 customers visiting various haats known as prime spots for ethnic handicrafts in the urban city of New Delhi, India. The study attempts to understand Indian handicrafts from an ethnic and urban perspective. We present the work by combining emic and etic research approaches. It was found hands-on labour work, lack of skill; licensing and other regulations along with the standard supply chain have a significant effect on decisions associated with participation in haats. We recommend identifying talent from the grassroots level and preserving local arts and culture by promoting the same at the global level. Vocational training, financial support, education, industry-wide encouragement, and authentic distribution channels are some proposed ways to meet the potential of the said sector.

Keywords: emic; etic; handicrafts; artisans; consumer; urban haats; hands-on labour work; lack of skill; licensing; Rajasthan.

DOI: 10.1504/IJICBM.2019.096929

International Journal of Indian Culture and Business Management, 2019 Vol.18 No.1, pp.1 - 11

Received: 29 Jan 2018
Accepted: 06 May 2018

Published online: 29 Nov 2018 *

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