Leveraging Digital Spaces for Rural Women Artisans and Handicraft Enterprises in the Desert of Rajasthan,India

Abstract

The handicraft industry in Western Rajasthan’s Thar Desert region holds immense socio-economic significance, showcasing a diverse range of traditional craftsmanship and cultural heritage. However, rural women artisans and handicraft enterprises in this area face challenges in reaching a global audi‚‚‚ence, expanding their markets, and promoting their unique products. The limited digital expertise and knowledge among artisans hinder them from harnessing the potential of digital marketing tools and platforms, which can serve as effective means to break geographical barriers and explore new opportunities. The study employs a digital intervention design with a focus on enhancing market access of women artisans and sustainability in Thar Desert handicrafts. It focuses on leveraging social media channels like Facebook, Instagram, and WhatsApp to enable artisans to create compelling content, engage with their target audience, and effectively market their products. Mixed method research was used with surveys, interviews, focus group discussions, and observations for a better understanding of the issues around the empowerment processes for women artisans. The study underscores the vital role of digital empowerment in transforming rural handicraft enterprises by enhancing the digital marketing capabilities of women artisans and bridging the digital divide in the handicraft sector by empowering artisans for broader market access and economic growth.