Globalizing Tradition: Branding Indian Art and Craft for International Audiences

DOI

10.2991/978-94-6239-620-3_18How to use a DOI?

Keywords

Indian Handicraft; Globalisation of Indian crafts; Branding and Visual Identity; Business Models of Indian Handicraft

Abstract

Many traditional Indian art forms and crafts are on the verge of extinction due to a lack of interest among the younger generation of artisans, limited public awareness, and the absence of a strong, profit-driven business model. Artisans often struggle to sustain their crafts because of low sales and limited market exposure. There are few effective platforms that enable artisans to sell their products at profitable rates, and their reach remains largely confined to local geographic regions. While Indian art and craft are undervalued domestically, they hold significant potential in international markets. However, many artisans lack the skills required to meet global standards and create products relevant to international consumers. This research paper aims to explore the local art and craft business landscape in India, examining existing business models and the visual identity of these enterprises. It investigates how design interventions can help position local art and craft businesses for global recognition. A mixed-methods approach is used to collect data, including analysis of various case studies to identify key parameters for global branding. The research aspires to uplift struggling artisans by providing strategies to transform their local businesses into globally recognized brands. A more strategic branding approach can help attract international interest and investment, ultimately creating a framework that can be adapted across different small-scale art and craft enterprises in India.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Manohar Desai
AU  - Rahul Deshpande
AU  - Nitin Gawai
AU  - Shaurya Tripathi
AU  - Eshna Roy Chowdhury
PY  - 2026
DA  - 2026/03/31
TI  - Globalizing Tradition: Branding Indian Art and Craft for International Audiences
BT  - Proceedings of the ATLAS International Design Conference 2025 (AIDC 2025)
PB  - Atlantis Press
SP  - 291
EP  - 300
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6239-620-3_18
DO  - 10.2991/978-94-6239-620-3_18
ID  - Desai2026
ER  -