RESUSCITATING DYING ART FORMS — WAYS TO PRESERVE THE INDIAN HANDICRAFT INDUSTRY

The advent of technological innovations and industrialization have resulted in the erasure of traditional arts and crafts in India. Indian handicrafts, along with other traditional modes of art, embody a rich cultural heritage and a legacy of the respective artistic mythos they are associated with. Until the onset of industrialization in the 19th century, Indian artisans were handsomely rewarded for their efforts and were in high demand. Post-independence, the Indian government, and dedicated NGOs implemented various schemes to preserve the handicraft sector — however, the struggle of artisans with poverty and ignominy had already begun. With the gradual rise of machine-woven fabrics and rapid commercialization of art, the Indian handicrafts industry is currently hovering over the cliff of extinction.

Resultantly, artisans are shifting to alternative methods of income generation, such as daily wage labour and farming. Art is losing its grip, and protecting the skills and livelihoods of traditional artisans has transformed into a growing challenge. Our gifted Indian craftsmen deserve international exposure and access to the global market, and this can only be achieved with the power of social media and e-commerce sites. There is no dearth of connoisseurs of art in our nation — it is just a matter of granting them access to high-quality materials and lucrative opportunities. In order to usher a revival of such art forms, we need to spread awareness regarding the same in busy urban spaces. Here are 8 ways in which the dying handicraft industry can be protected from extinction:

1. Understanding Global Market
In order to adapt to changing times and keep the traditional craft alive, it is crucial for artisans to grasp the way in which trade fairs work. Participating in trade fairs with a comprehensive understanding of the pros and cons involved in the global market can allow artists to gain a valuable entry-point into the global handicrafts business.

2. Increased Consumer Interactions
Artisans need to interact with consumers and communicate the meaning behind their work to them. Be it regarding designer upholstery fabric or cushion designs, consumers can have revelatory interactions with artists, so that the latter can have an in-depth understanding of consumer preferences. This inspires customers to buy more art and establishes a meaningful connection between the artist and the buyer.

3. Recognizing It As Supplementary Income Source
Since the arts and crafts sector is the second largest source of employment in rural India after agriculture, it is a source of supplementary income for seasonal agricultural workers. It is important to recognize and grasp this statistic, along with the fact that these part-time artisans have extremely limited alternative employment opportunities available to them.

4. Lucrative Arena For Women Employment
Most handicraft industries are massive arenas for women employment — in their free time, women depend upon these crafts to earn for their families. Luxury brands and textile companies should tap into this opportunity and provide stable jobs to skilled craftswomen in diverse areas.

5. Bringing Back The Old & New Fusion
A skillful and artistic fusion of old and new designs can strike a balance between the traditional and the avant-garde. This way, traditional art forms and design patterns will not be lost and the finished products will cater to the demands of the postmodernist era. Via this interesting amalgamation, the traditional handicraft industry can survive and shine.

6. Understanding Promotional Strategies
To bring back art and handicrafts into the mainstream market, craftsmen and artisans need to understand the trends and nuances of the modern market, along with its promotional strategies. Post figuring out their place in the global market, they can fix appropriate prices for their products and facilitate maximized returns.

7. Conducting Workshops
At both rural and urban levels, workshops should be organised to enhance the skill sets and ambit of knowledge regarding traditional art. Creative product development workshops can be followed up with sessions on pricing, marketing, branding, micro-finance, etc. Apart from spreading awareness about the traditional arts, these workshops help artists bridge the gap between rural and urban markets, and have a better understanding of supply and demand.

8. Initiating Collaborations Between Artisans & Designers
Collaborations between artisans and urban designers and brands will allow both parties to explore riveting opportunities. Apart from revealing hidden talents all across the country, these collaborations will allow Indian traditional crafts to carve a niche in the dynamic art world on a global scale.

While it might appear that art is losing its grip and that the 21st century has begotten the death of artistic authenticity, concentrated efforts by designer brands and art enthusiasts have proven otherwise. Although we still have a long way to go, this might just be the time that marks the revival of the Indian handicraft industry into a universally flourishing sector.