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A study of marketing strategies used by Indian artisans during the Covid-19 crisis

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70% of the population lives in villages in India. Time and again, we have underestimated this part of our population while thinking about our country’s economic growth. However, the true spirit and skills of Indian crafts live in rural areas that are self-sufficient and self-reliant. Indian crafts have evolved from the Vedic Era to Indus Valley civilization to Mauryan Era to the Mughal Era, and currently the Modern Indian Era. However, with industrialization and the informal nature of the sector, Indian crafts had started losing relevance. Though 90% population is uneducated, Indian crafts are highly skill-based. Today with the advent of technology, awareness among the new generation of artisans, emerging sectors of the economy, Indian crafts are being revived with the help of craft activists and platforms created for uplifting the community. Slowly as this sector started reviving itself and generated awareness and business, a novel coronavirus pandemic has affected their livelihood. Most artisans have an informal setup. The uncertainty of the situation, ruptured supply chain, canceled orders, and customers’ non-engagement in buying the products; have blurred their future. With no raw materials, no business, no demand, and a huge inventory of canceled orders, various platforms are being created to market their products and generate funds. A study of the marketing strategy is important to know the way forward.


Anandita Ballal. A study of marketing strategies used by Indian artisans during the Covid-19 crisis. Cardiometry; Issue 23; August 2022; p.635-640; DOI: 10.18137/cardiometry.2022.23.635640; Available from:

Ключевые слова

Indian artisans,  COVID-19,  Marketing strategy,  Livelihood,  Indian crafts,  Crisis,  Survival
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