Delineating problems faced by artisans of Rajasthan: a case of emic-etic-emic analysis of the customer perspective

Abstract

We explore the challenges of the handicraft industry by delineating the difficulties faced by the artisans involved in handicraft sector through urban haats. Data was collected from 500 customers visiting various haats known as prime spots for ethnic handicrafts in the urban city of New Delhi, India. The study attempts to understand Indian handicrafts from an ethnic and urban perspective. We present the work by combining emic and etic research approaches. It was found hands-on labour work, lack of skill; licensing and other regulations along with the standard supply chain have a significant effect on decisions associated with participation in haats. We recommend identifying talent from the grassroots level and preserving local arts and culture by promoting the same at the global level. Vocational training, financial support, education, industry-wide encouragement, and authentic distribution channels are some proposed ways to meet the potential of the said sector. Reference to this paper should be made as follows: Garg, P. and Walia, A. (2019) 'Delineating problems faced by artisans of Rajasthan: a case of emic-etic-emic analysis of the customer perspective', Int.