About the Author :

Monisha Eadala is an India Policy Advisor at WisdomCircle. She is a public policy analyst with expertise in international development and environmental management. With a background as a former World Bank consultant and recent experience at a clean tech startup, she is deeply passionate about driving global change through evidence-based policy solutions. Monisha brings a unique perspective, having worked across four distinct sectors—business, government, non-profits, and international organizations—around the world. She holds a Master’s in International Development Policy from Duke University.

India’s traditional handlooms, handicrafts, and artisanal arts are vital not only to the nation’s cultural identity but also to its economy, supporting millions of livelihoods across the country. From weaving and pottery to intricate embroidery and metalwork, these art forms have long been the backbone of rural communities. Yet, despite their deep cultural and economic significance, many of these crafts are now at risk of vanishing. The good news is that there is a clear path forward, and senior artisans have a crucial role to play in preserving and revitalizing these traditions.

The Importance of the Handicraft Sector: Economical, Cultural, Social and Environmental Significance

The traditional crafts sector in India is one of the largest employment generators, directly providing livelihoods to over 17.5 million people.[1] Beyond the artisans themselves, the sector indirectly supports millions more through supply chains for raw materials, retail, logistics, and marketing, benefiting approximately 200 million people in total.[2]

Traditional arts and handicrafts are primarily rural activities, and thus, the sector contributes to rural economic development. Since these crafts are often home-based, they allow workers to stay in their villages rather than migrating to cities for work, contributing to the local economy and reducing urban congestion. Additionally, a significant proportion of these artisans are women and senior citizens, making the sector vital not only for economic development but also for women empowerment and senior inclusion.

Globally, the cultural richness of India’s handicrafts is recognized as a source of national pride and international appeal. Whether it’s the delicate Chanderi sarees of Madhya Pradesh or the exquisite Kundan jewellery of Rajasthan, these crafts reflect the country’s diverse cultural traditions and are major tourist attractions. Moreover, the majority of handloom and craft products are made from natural, locally sourced materials, offering eco-friendly alternatives to mass-produced items. These products not only help reduce carbon footprint but also contribute to India’s broader environmental goals.

Rising Demand

In tandem with their cultural and environmental importance, there is also growing demand for these products. Many handloom textiles and handicrafts continue to be extremely popular at Indian weddings and ceremonial occasions. This demand is growing rapidly, driven by factors such as an expanding population and a rising number of consumers who value quality, authenticity, cultural heritage, and sustainability.

Khadi, Banarasi sarees, Kanjeevaram sarees, and other traditional fabrics are in high demand for weddings, festivals, and other cultural events. According to the Khadi and Village Industries Commission (KVIC), Khadi sales alone reached ₹3,000 crore (~$350 million) in 2020-21, showing a 24% increase from the previous year. Handloom exports reached approximately ₹18,200 crore (~$2.1 billion) in 2020-21.[3]

The market for Indian handicrafts, especially for gifting during weddings, festivals, and other ceremonial occasions, is also expanding. According to the Indian Handicrafts Export Development Corporation (IHEC), there has been a 15-20% growth in demand for handcrafted jewellery, wooden artifacts, pottery, and traditional gifts over the last few years, with a significant increase in purchases for wedding gifts and festive gifting. In 2022-23, the total exports of handicrafts stood at Rs. 30,019 crore (~US$ 3.60 billion). In 2021-22, the total exports of Indian handicrafts were valued at Rs. 32,408 crore. (~US$ 4.35 billion), a 25.7% increase from the previous year.[4]

The increasing affluence of certain segments of the population is also a significant factor in the growing demand for these products. The middle class in India is expanding rapidly. The number of middle-income households in India is expected to grow from 50 million in 2018 to 200 million by 2030.[5] Additionally, the Indian green fashion market was valued at $1.31 billion in 2023 and is expected to grow at a CAGR of over 10% during 2023-2028, driven by growing consumer awareness about sustainability.[6] This expansion will likely result in higher spending on traditional handlooms and handcrafted products. Therefore, India’s traditional handlooms and handicrafts are well-positioned to thrive both domestically and internationally.

The Threat of Extinction

Despite their cultural and economic significance, India’s traditional crafts are on the brink of extinction. Several factors are contributing to this crisis. On the demand side, the rise of machine-made, mass-produced goods and the allure of fast fashion have diminished the demand for handlooms and handicrafts, especially in market segments that prioritize affordability and practicality.

On the supply side, urban migration is leading younger generations to abandon these time-honoured skills. The aging workforce of senior artisans struggles to pass down their knowledge, which was traditionally taught through intergenerational transfers within families. With the breakdown of joint family systems and the lure of white-collar jobs, many young people no longer see value in continuing these crafts. As a result, the once-thriving apprenticeship model is in decline, leaving younger generations disconnected from their cultural heritage and further diminishing supply, despite growing demand in market segments that prioritize culture, quality, and environmental sustainability.

Government Support and Initiatives

The Indian government has implemented various programs to support traditional crafts, such as the National Handloom Development Programme, Pradhan Mantri Vishwakarma Kaushal Samman (PM-VKSS), and the Geographical Indication (GI) tagging system. These initiatives provide financial backing, marketing support, and technological resources to artisans. However, these programs are often fragmented and difficult to navigate, limiting their overall impact.

A more cohesive and user-friendly system is needed to streamline these efforts and ensure artisans can easily access the resources available. One effective approach would be to centralize these initiatives into a single, well-organized platform, simplifying the process for artisans. Government-backed skill development centres can play a pivotal role in this system, offering tailored programs that bridge the knowledge gap between senior artisans and young interested learners. These centres could also act as innovation hubs, blending traditional crafts with modern design and technology to ensure they remain relevant in today’s market.

The Crucial Role of Senior Artisans

Senior artisans are the key custodians of India’s craft heritage. With decades of hands-on experience, they hold the wisdom and skills needed to preserve these art forms for future generations. However, the aging artisan workforce is at risk of seeing these crafts fade away unless this knowledge is passed on.

To address this, mentorship programs must be prioritized. Structured apprenticeships where senior artisans guide younger learners in both traditional techniques and modern business practices (branding, marketing, and e-commerce) can preserve the craft while preparing young artisans for the market. These programs should be widely promoted in collaboration with educational institutions, ensuring that they teach not only the craft itself but also its cultural significance and its modern-day relevance.

Bridging the Generational Gap

While many young people are eager to learn traditional crafts, they often struggle to find mentors, especially since these artisans are typically based in rural areas and these skills aren’t taught in schools or colleges. This inaccessibility further complicates the ability of aspiring artisans to connect with experienced experts.

To bridge this gap, the government, alongside private organizations, should invest in digital platforms that offer online workshops, virtual classes, and mentorship programs. These platforms would enable senior artisans to share their expertise with young learners across the country, fostering intergenerational collaboration despite the physical distance. This approach not only makes mentorship accessible but also ensures that valuable knowledge is preserved digitally for future generations.

Additionally, local festivals, exhibitions, and fairs should be leveraged as spaces for direct collaboration, where senior artisans are celebrated as teachers and leaders. These events can also serve as platforms for young artisans to showcase their work, sparking interest and pride in traditional crafts.

Expanding Market Access

One of the key challenges facing traditional artisans is limited market access. With the growing demand for sustainable and ethical products, there’s a significant opportunity to elevate India’s crafts both domestically and internationally.

Digital platforms can serve as a powerful tool to expand market access. By setting up dedicated e-commerce sites and promoting traditional crafts through social media, artisans can reach a global audience, boosting their income and contributing to India’s export economy. Government-backed programs should focus on training artisans in digital marketing, allowing them to connect directly with consumers who value sustainability and craftsmanship.

The Way Forward

To truly preserve and revitalize India’s traditional crafts, it’s critical to recognize the central role of senior artisans in passing on their knowledge. These artisans must be empowered to not only preserve traditional techniques but also adapt them to modern business practices and consumer trends.

A national mentorship framework should be established, where senior artisans are recognized as cultural leaders and teachers. This could be supported by government initiatives that incentivize mentorship and knowledge-sharing through tax breaks, subsidies, or funding for apprenticeship programs. Government-backed centres could serve as focal points for innovation, where artisans can explore the fusion of traditional craftsmanship with contemporary design, ensuring their continued relevance in the modern marketplace.

Revitalizing India’s traditional art forms is about more than preserving ancient techniques—it’s about ensuring a sustainable future for millions of artisans and their communities. Senior artisans, through mentorship, leadership, and innovation, can be the key to unlocking this future. By focusing on structured mentorship programs, digital platforms for both skilling young artisans and market access, and government-backed support systems, we can ensure that India’s rich craft heritage not only survives but thrives for generations to come. These initiatives will not only safeguard India’s cultural identity but also enhance its economic potential, positioning traditional arts as a dynamic, evolving force in the global market.

References

India Brand Equity Foundation (IBEF). (2024). Handicrafts industry in India. https://www.ibef.org/exports/handicrafts-industry-india
India Development Review (IDR). (2022). Why India needs to empower its artisan economy. https://idronline.org/article/livelihoods/why-india-needs-toempower-its-artisan-economy/?utm_source=chatgpt.com
India Brand Equity Foundation (IBEF). (2024). Handloom industry in India. https://www.ibef.org/exports/handloom-industry-india
India Brand Equity Foundation. (2024). Handicrafts industry in India. https://www.ibef.org/exports/handicrafts-industry-india
World Economic Forum. (2019, January 10). 10 mega trends for India in 2030: The future of consumption in one of the fastest-growing consumer markets. https://www.weforum.org/stories/2019/01/10-mega-trends-for-india-in-2030-the-future-of-consumption-in-one-of-the-fastest-growing-consumer-markets/?utm_source=chatgpt.com
(2024). India green fashion market analysis. https://www.globaldata.com/store/report/india-green-fashion-market-analysis/?utm_source=chatgpt.com

Reviving India’s Dying Traditional Art Forms: The Role of Senior Artisans in Securing a Sustainable Future