Artisans edge over the market

Since decades handmade goods have been associated with aristocrats and Royal class due to a wide variety of designs and intricate work in their textiles. Even in the pro-industrialization, goods preferred on large scale were largely handmade by hand labor. Be it the king’s royalty or the Victorian Britain, the upper class specifically the aristocrats and the bourgeoisie preferred handmade goods, symbolizing refinement and class, as they were better finished, unique, individually (exclusively) produced and carefully designed.

India is one of the biggest participators of industrialization and modern world economy, we have always underestimated the power of our craftspeople and artisans section of the society who now ironically form the largest group of an unorganised sector of the non-farming rural economy. Millions of artisans are still struggling for their basic sustenance in today’s time. The sold short failure of such an ironical situation is due non- recognition of the true value of crafts.

In the conflict between pricing and sales for preservation and marketing of crafts

respectively, the value of crafts goes underestimated. There needs to be a middle way out for balancing the conflict for sustainable development of the craftsmen and artisans.

The handcrafted goods save’s energy consumption as majorly the artisans or craftsmen utilize manpower or hand work more than machines. The handicrafts or goods are made with precise work and determination using organic and natural materials, making them unique and distinct in terms of quality and design from other products.

Handmade goods and crafts not only provide quality to products but also increase the quality to the usability of the user as the handicrafts are made keeping many customs, ethnic and cultural symbols and designs in mind, making the user connect to its roots, hence also

reviving the culture through modern forms of utility in this globalised era. Moreover,

handicraft production also promotes social empowerment by creating employment for many uneducated skilled artisans and craftsmen.

Due to globalization and industrialization, and cutthroat market competition, there has been a tremendous fall in the quality and uniqueness of goods. Adding to it, the dynamic technological advancement and simultaneous growing demand, the marginal utility rate of goods have eventually gone down. Artisans and craftsmen have a greater advantage over the market in such a scenario as there is a tremendous need for unique and quality goods in the market for giving the taste of art, culture, custom, and uniqueness to the consumers for greater satisfaction.

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