Dhokra craft: socio-economic conditions of artisans, economics and marketing challenges in Kondagaon district of Chhattisgarh state, India

Abstract

Indian handicrafts have a long and illustrious history. However, the state of the artisans in India has been deplorable. Among all the bell metal crafts, one of the most ancient crafts dating back to the Harrapan civilisation. This study investigates the socio-economic conditions and marketing challenges faced by artisans. Using a sample rate of 30 per cent, data was collected through a field survey involving 100 respondents from a total of 320 artisans. In-depth interviews and focussed group discussions were conducted to gain insights. Based on existing literature, a clear concept of costs and returns is constructed and explored further. Results indicate that artisans are engaged nearly 90 days a year and earn around US $1300. Although there is a strong demand for these products in international and domestic markets, the artisans cannot cope with the production due to higher costs of raw materials and ancient production technologies. Marketing challenges in the form of intermediaries and connectivity to the markets act as significant hurdles. The study proposed a BELL model to integrate the current government programmes and cause a convergence in existing institutions to overcome the issues faced by the artisans.

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