Indian handicrafts have been evolved positively in today’s growing online market. With the advent of technology and web; everything has become fast and exclusive. The time when the year's old art of Indian handicrafts was once suffocating has changed marvellously to reform itself on the brink of e-commerce revolution.
A few years back one would have laughed at the idea of e-commerce revolution in Indian handicrafts. E-commerce is essentially a prerogative of mainstream businesses, or at least that’s what the general notion is. Indian handicraft industry constitutes an important part of overall economy growth, there was a time when it was seen as ‘sunset industry’ and was constantly declined as a mainstream business. There was also a stiff competition from countries like China and South Korea in the market. It was difficult to sustain in the market of machine made, cheap products that these countries offer. With the changing time, Government realised the potential in this unorganised segment that can be reformed to unleash its ability. Indian Handicrafts are very old form of artistic work that represents the diverse culture of every State; be it Marble works from Uttar Pradesh, Handiworks from Rajasthan, Textiles from Maharashtra, Bihar or Paintings from West Bengal among many others, every art form from these different States have great traditional and aesthetic value attached to it.(Image Courtesy- your story)
Years old experience and skills are involved in the making of handicrafts; many people from the rural area are solemnly dedicated to their craft, for some, it’s a family tradition too. Despite the great talent and hard-work out there, the business of handicrafts refused to flourish commercially by then. The unorganised nature of the industry, the illiteracy and mainly the poor condition of the artisans is to be blamed for it, and sadly government’s help was also minimum for their well-being. The Indian government has begun focusing on increasing handicraft exports by investing in the design capacity and showcasing ‘Brand India’. Between all these odds, the industry kept working hard to fetch a good time for it and visibly it's paying off well with the revolutionary idea of e-commerce.
There is a high rise in the commercialisation of the Indian handicraft industry. Relevant business models are being used to impart a consumer psychology about this craft, many e-commerce tools in form of websites like Shoppers Stop, FabIndia, Pepperfry, CraftsVilla, CraftedIndia are used and they are also willing to support the artwork by creating separate sections of handicrafts in their stores and also online. The major product categories which can be sold on these platforms include house-ware, home textiles, furniture, glassware, bamboo goods, fashion jewellery and lamp & lighting. Websites like these are available for the convenient shopping for customers in any part of the world. Online shopping space is expanding on the massive scale in India and it is now an important gateway for people to fulfil the need of buying things comfortably. In 2007, India held 14 percent of the total share of global exports of handicrafts online and in past three years, the sector has grown 5.1 percent annually. The Indian economy has seen a larger shift with the help of this suddenly scintillating industry. The government is willing to provide support by giving subsidies and promotions via emporiums and flea markets. With all these efforts, one is hoping that online market of Indian handicraft industry will get its due very soon at a global platform with the estimation of revenue value to be increased from 2% to 4% by the year of 2018.(Image Courtesy- handicraft )
The industry that represents the richness of our culture need to pave ways to achieve more progress and should be supported well enough by Government and the people alike. Nowadays there is quite an excitement about ‘old school’ ideas where people loving the idea of adapting to rudimentary styles.
Read more: RELEVANCE OF OLD SCHOOL ARTS AND CRAFTS
Handicrafts are on display in modern films, TV shows and in general routine lifestyle. This is creating hope for the betterment of handicrafts in the space of technology.