The Canvas of Incredible India

The picture of India’s culture is enormous and incredible. The country itself is a live example of tolerance, cooperation, and non-violence. “Incredible India” – “Unity in diversity” – these are not just the words, but the ethics and values that are highly applicable to our country that is exceptionally rich in culture and heritage. Our nation holds on to the world map because of its colorful and unique culture. From the era of Mauryas, Cholas and Mughals to the epoch of British Empire, India has always been illustrious for its traditions and hospitality. Our traditions, customs, ethics, values and culture of welcoming guests in our country “Atithi Devo Bhava,” This art of greeting and hospitality to the people comes from other countries distinct us from other countries, and this is why India is “Incredible India.”

The love and affection in the relations and ecstasy in celebrations make this country stand out uniquely in the global alliance. India’s liveliness and kindness draw attention from the tourists from various countries to its vibrant culture which is a fusion of religions, festivals, foods, art, crafts, dance, music and many other things. India is a Land of Gods, where no. of customs and culture, rituals and traditions, ethics and values and much more to say… like different languages, religions, cultures and divided into 29 States, etc.

India is a country of secular people, Hindu, Muslim, Sikh, Christian, Buddhist, Jain; one can find people of all religions and every citizen has an equal right of choosing and following any religion. More than 3/4th of Indian population belongs to Hindu religion. However, we respect each and every religion and their festivals. This is our India – “Incredible India – Unity in diversity.”

A Glimpse of Indian Handicrafts . . .

Indian Handicraft is most appreciable in foreign countries for its own uniqueness, antiqueness, innovative and creative hand-crafted items. indiamapThe roots of Indian art and crafts are deep-rooted and they are capable of influencing the generations passing by. Indian artisans are popularly known for their own “Kaarigari” work. Indian crafts are popular in domestic as well as international markets for their “Kaarigari” or Artisan work. In the handicraft industry, Artisans are working in many areas such as:

  • Handloom Textile Weaving,
  • Wood,
  • Leather,
  • Metal,
  • Cane & Bamboo,
  • Jewelers,
  • Tailors and Potters etc.

SWOT Analysis of the Indian Handicrafts Industry


  • Indian artisans can compete on price as having an abundant and cheap labor.
  • India has a presence in all process of operation and value chain
  • Growing Indian Economy and Potential Domestic & International Market
  • Small Capital Investment and skilled labor
  • Imaginative and functional qualities of the handmade items.
  • Traditional way of packaging and displaying (antique items)
  • Items are completely handmade hence few competitors
  • Variety of handicraft items which are unique and designed as describing Indian Culture
  • Focus on new product development as well as product design up-gradation


  • Inconsistency in quality and lack of technological advancement
  • Lack of trade membership which restricts to strike another potential market.
  • Low capacity to handle big orders.
  • Poor market study as well as product marketing strategy
  • Lack of communication facilities and proper infrastructure
  • Delay in timely delivery of the product
  • Higher Indirect Taxes and Interest Rates


  • Increasing popularity of Indian Handicrafts in the heart of foreign consumers in the developed countries
  • Greater Investment and FDI opportunities are available in Indian Handicrafts.
  • Retail Industry and malls culture provide massive opportunities for the apparel, handicraft and other segments of the handicraft industry.
  • Innovative and Antiquity Indian Handicrafts
  • Increased Disposable Income and Purchasing Power Parity of Indian Consumer opens New Market Development.
  • Use of e-commerce in Digital Marketing


India’s share is declined due to:

  • Excellent quality products are produced by the competitors from Europe, South Africa, and South Asia.
  • Laissez-faire trading policy by other competing countries
  • Consistently better quality and increasing focus on R&D by other competing countries
  • Better product quality and packaging
  • Rigid international standards
  • Finding difficulty in adapting the drastic changes in customer tastes and needs.
  • Due to these issues and challenges in the handicraft industry, most of the craftsperson’s do not promote their next gen to work in this sector.

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Indian Crafts Not Only Symbolize Indian Customs, Traditions, Religions, Culture, Values, and Ethics, But The India’s Global Strength

The diversity of Indian Handicrafts and Textiles: so complex, broad, colorful yet simple and  charming. No comparability at all. Its diverse nature proves it completely unique in design and quality. Indian “Hasth-Karigari” stands for Incredible India. The moment we introduce Indian Handicrafts is like introducing about India itself, its citizens, its culture, values, religion etc. From the era of Mauryas, Cholas and Mughals to the epoch of British Empire, India has always been illustrious for its traditions and hospitality. Our traditions, customs, ethics, values and culture of welcoming guests in our country “Atithi Devo Bhava.”

Some Beautiful Crafts by India Artisan

Challenges and Opportunities to the Artisans…

We would like to explain you much and more about the artisans of India and their life at the workplace. This is not only a matter of discussion or a point to think upon but the Serious Issue that Artisans in India is facing the issue of negligence, they are not given much importance by the Indian Government on their livelihoods and lifestyle, low income, high illiteracy of Indian customer taste and needs etc. Although, Indian artisans is well known in India as well as outside India for their unique and incomparable work. No doubt on their efforts in providing India a recognition in the field of handicrafts and textiles sector. Today across the world, Indian Handicrafts is symbolizing India as a nation of heritages, a nation of artisans (Karigar’s) and country of diversity is indeed appreciable. Indian Artisans (Karigar’s) are the synonym of Indian Handicrafts which is indeed the primary reason of attracting tourism in India. Indian History witnesses that the Indian Handicrafts are priceless economic and cultural assets of our country.

According to a report: In the year 2013, approximate 11.65 million Indian artisans were engaged in the craft production and the production of crafts is the largest source of income among rural populations  after agriculture sector. This data is expected to grow to 13.93 million in the year 2017 and 17.79 million in the year 2022. Data from unofficial sources explains that up to 200 million artisans across the country depend on their handicrafts business for their every day’s income (livelihood). An article in the Newspaper- The Hindu (the year 2013) have mentioned “an incredible growth opportunity for the Indian Handicrafts Industry as the global market for handicrafts is $400 billion whereas India’s share is only 2%. Further, it explains “As per 12th Five Year Plan, production of Indian handicrafts is expected to double between 2012 and 2017 and exports of the production are projected to grow at the compounded annual rate of 18% during the same period. However, the handicrafts sector will utilize an additional 10% of individuals per year up to that time, which simply means a huge need of artisans in coming years.

Opportunities for the employment to the artisans are more than enough to grow in future but the issues and their struggle with the livelihood raising a question on their survival; “Are they really being paid for what they have actually worked??” It’s not all about the PRICE. it’s for their self-respect, their livelihood, and endurance of their ancient crafts business in this fastest growing Indian Handicrafts Industry. Artisans have a responsibility of securing their ancient crafts business and to promote the same to their forthcoming generations. India has highly skilled and well trained Karigar’s or Artisans. Government, Privates Sectors and NGO’s must work upon improvement in the Income and living status of Artisans. The industry needs public-private organizations to put in their efforts to promote the production of original and historical “Indian Made Crafts – Make in India”.

In brief, few points have been analyzed as challenges as well as opportunities for the Indian Artisans:

Lack of knowledge of prospected consumer markets: Artisans have the lack of knowledge on demographics and spending behaviors of the prospected customers.

Insufficient study of target customer needs: Artisans do not have the proper study on products that are of utility, easiness, and artistic appeal to today’s modern customers.

Lack of knowledge on designing of products for today’s modern markets.

The inadequacy of the communication and co-ordination with each other at the workplaces while working in the current competitive modern market.

Lack of Marketing Skills as they do not have much literacy: lack of marketing skills of creating and developing a brand, meet out to the prospected customers, demonstrate them product catalog along with product features, utility and uniqueness, negotiation and acquire orders have been observed the biggest challenge to the Artisans.

Lack of Event Management Skills: A platform for artisans to demonstrate and market their craft items into a local and global market like exhibitions and fairs organized by state and central govt. organizations are required. This requires all the craftsperson to acquire event management skills so that they can develop their marketing skills to negotiate and acquire orders through these events.

Innovation and Experiment with the material, color, and design etc.

→ Artisans are incapable of Finance Management such as maintaining accounts, making a budget for the expenses on labor and raw material etc.

Lack of knowledge of Government Sponsored Schemes.

No fair wages to their work. (Less remuneration for their work)

Needs a shift from unorganized to organized: No clarity about the size of the no. of Artisans who make the livelihood from Handicrafts Industry.

Lack of current market trend study.

Training and Development programs are required for artisans to brush up their skills to stand up with the current competitive market.

Last but not least, Artisans in India is really facing a struggling age. It’s right time to protect ancient art work industry and to take a step towards their overall growth and development. “Indian Crafts Not Only Symbolize Indian Customs, Traditions, Religions, Culture, Values, and Ethics, But The India’s Global Strength.”

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