Socio-economic condition, welfare schemes, and occupational structure of ‘<i>pattachitra</i>’ artisans in Odisha, India

Kanungo, Pallavi; Sethi, Narayan; Biswal, Pritam

doi:10.1080/17510694.2020.1775029

Cited by 11 publications

(10 citation statements)

References 24 publications

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“…The diversity of the arts and crafts of the area is bound to attract visitors. The materials used to make them are essentially similar, even though certain tribal groups and cultures have their distinct arts (Kanungo et al, 2020).…”

Section: Research Methodology 31 Sample Selection and Data Collectionmentioning

confidence: 99%

The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India

Guha

Mandal

Kujur

2021

JRME

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Purpose First, this study aims to focus on the promotional part of the Indian handicraft products through various social media platforms such as Facebook, Twitter, Instagram and YouTube. Second, the study measures the effectiveness of social media marketing activities (SMMA) relating to handicraft products on brand awareness, brand image and brand equity. Third, this study also measures the impact of brand awareness and brand image on brand equity and consumers’ purchase intention and further brand equity on consumers’ purchase intention of handicraft products. Design/methodology/approach This study used an offline questionnaire to conduct empirical research and collected and analyzed data of 609 samples by using the structural equation modeling approach. Findings The findings of this study showed that SMMA relating to handicraft products had a very strong impact on creating both brand awareness and brand image in the social media environment. Additionally, this study also exhibited a positive and significant impact of brand awareness and brand image on brand equity and consumers’ purchase intention and further brand equity on consumers’ purchase intention of handicraft products in the social media environment. Practical implications The outcome of this research will definitely motivate the handicraft industry to have a strong social media presence on various platforms for promoting their products across India and outside. Further, the promotional activities in various social media platforms will help in creating awareness about the handicraft products and give brand recognition among other industrial competitive brands which will consequently lead to an increase in the demand for these products. Originality/value The novelty of this study is that it has made an initial attempt to study the marketability of handicraft products using various social media platforms and also has measured the probable impact of SMMA relating to handicraft products on brand awareness and brand image and their impact on brand equity and purchase intention.

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Section: Research Methodology 31 Sample Selection and Data Collectionmentioning

confidence: 99%

The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India

Guha

Mandal

Kujur

2021

JRME

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“…The researchers analyze the various problems faced by the artisans in Odisha that can help policymakers to understand the barriers encountered by traditional artisans. It also provides suggestions concerning subsidy on raw materials, establishing fair price wholesale shops, giving financial support to build showrooms, initiating hassle-free promotional activities and also expresses the need for a sustainable tourism development policy (Dash, 2015; Kanungo, 2020).…”

Section: Data Analysis and Discussionmentioning

confidence: 99%

Craft culture revival through a sustainable approach of integrating tourism with craft promotion: case study of Puri, Odisha

Azharunnisa

Gupta

Panda

2022

JCHMSD

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PurposeThe purpose of this paper is to create optimally located Facilitation Centers on this tourist circuit, evaluated through network analysis, thus creating an effective linkage between tourism and economic activities of the craftsmen who are the custodians of the cultural heritage of Puri.Design/methodology/approachThe craft villages lying in and around this tourist circuit are surveyed to establish socio-economic condition of artisans, significance of the craft and spatial distribution of craft villages and the willingness of artisans to travel closer to the transport spine. Network analysis is used to assess the suitability of Facilitation Center location using travel time and distance as parameters. Finally, the sustainability of the Facilitation Centers is evaluated using a cost-benefit analysis (CBA).FindingsThe Facilitation Centers can be spatially developed at the strategic locations to expand tourist market. This will help in leveraging the economic benefits of tourism to a marginalized rural artisan community by creating a sustainable model.Originality/valueThe focus on festival can help to protect local cultural traditions, develop tourism and promote the economic, social and cultural developments of the destination. Dispersal strategies adopted aim to increase visitors' satisfaction with the product and thus entice them to stay longer in the destination.

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“…Studies on the Indian handicraft sector have noted inadequate raw material availability and quality (Das, 2020; Venkataramanaiah and Kumar, 2011). The artisans’ economic condition also poses a problem in purchasing raw materials regularly, as Kanungo et al (2021) mentioned while studying a particular segment of artisans in the Indian state of Odisha. Post the procurement of the raw materials, they need to be converted into the final products, and technology plays an important role here.…”

Section: Literature Reviewmentioning

confidence: 99%

“…The demand for handicraft products from developed nations is growing, thus providing an opportunity for developing nations such as India, China and Vietnam to cater to it (Prescient and Strategic Intelligence, 2020). However, studies demonstrate that craft producers in developing countries confront many obstacles that limit their performance (Kanungo et al , 2021; Shafi et al , 2021; Yadav et al , 2022; Yang et al , 2018). The handicraft export figures of India, a developing country, testify to this fact.…”

Section: Introductionmentioning

confidence: 99%

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Ideating a framework for sustainable livelihood of handicraft producers at the bottom of the pyramid: a mix-method study from India

Dalal,

Bhattacharya,

Chattopadhyay

2023

JEC

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Purpose The handicraft sector is unorganized with huge potential for the economic upliftment of the bottom of the pyramid (BOP) craft producers. To ensure the sustainable livelihood of the artisans living in BOP, it is essential to identify the hurdles being faced by them so that they can be worked upon. This paper aims to look at the existing handicraft value chain in an integrated way to identify these hurdles and suggest probable solutions to mitigate them. Design/methodology/approach A two-stage study involving quantitative and qualitative approaches is used. Empirical observations from 218 artisans were analyzed using the relative to an identified distribution to rank the different variables affecting the functioning of the handicraft value chain. Next, 17 handicraft entrepreneurs were interviewed to identify solutions for the hurdles. Findings A two-stage study examining the perspectives of artisans and handicraft entrepreneurs identified five significant challenges affecting the handicraft sector and viable solutions to address them. While presenting an operational model, a comprehensive picture of the handicraft business ecosystem was studied, from the procurement of raw materials to the marketing and sale of finished products. This can assist handicraft producers in sustaining their livelihoods and expanding the industry. Originality/value Studies on the handicraft value chain at BOP are rare, and none have tried to look at the sector holistically to find solutions and propose an operational framework. The study has captured the voices of the artisans and handicraft entrepreneurs and, through a mixed-method approach, identified the main pain points of the BOP artisans to arrive at a workable solution for better business outcomes.

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Socio-economic condition, welfare schemes, and occupational structure of ‘pattachitra’ artisans in Odisha, India

Cited by 11 publications

References 24 publications

The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India

The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India

Craft culture revival through a sustainable approach of integrating tourism with craft promotion: case study of Puri, Odisha

Ideating a framework for sustainable livelihood of handicraft producers at the bottom of the pyramid: a mix-method study from India

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