Delineating problems faced by artisans of Rajasthan: a case of emic-etic-emic analysis of the customer perspective
by Preetika Garg; Amita Walia
International Journal of Indian Culture and Business Management (IJICBM), Vol. 18, No. 1, 2019

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.

Online publication date: Thu, 13-Dec-2018

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Indian Culture and Business Management (IJICBM):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email