ABSTRACT

                          Handicraft market in India is growing at a very steady pace. Industry experts believe that global trade now depends upon more on e-commerce along with traditional medium for trading. India is one of the most sought after destinations for handicraft due to variation in culture and people who produce varied kinds of handicraft. Different places in India are famous for different handicrafts like Saharanpur for its wooden articles, the North Western state of Rajasthan for Jaipuri quilts, Gujarat for embroidered stuff, Narsapur for lace and lace material, Punjab for Phulkari, Jodhpur for wrought iron product, etc.

Handicraft industry is one of the biggest employers in rural India. Near about 13 million artisans mostly women and people from weaker sections of the society get job in this industry. Many artisans work on full time and many on part time basis to produce these goods with hands. Low initial investment, potential for export and foreign earning are few factors that are helping this industry to grow further. But Indian handicraft industry is highly decentralized. Rising demand of Indian handicrafts in US, Britain, Canada, Germany, Italy etc provide great opportunity. Each industry need handicraft such as fashion industry, real estate, home décor etc.

For tech savvy buyers online is the easiest way to find and shop for various handicrafts. Also ecommerce is one of the most promising channels in today’s marketing scenario for selling handicrafts. It ensures easy availability of goods globally. This paper tries to assess the current scenario, as well as challenges and future prospects of e-tailing for the Indian handicraft industry.