Will Consumption of Indian Handicrafts Endure
Purpose : This article examines the survival probability of Indian handicrafts in the face of globalization and the artisans’ descendants exiting this industry for other new-age professions. Approach/Research Methodology : Literature has been reviewed and important theories behind consumption of handicrafts examined and a theoretical framework that explains the survival potential of handicrafts presented. Findings : Handicrafts are one of the means of the community to display its values and spiritualities. They give a social and cultural identity; this has been handed down through generations. A ‘true blue’ handicraft is characterized by singularity which, in turn, comprises (1) uniqueness, (2) rarity, and (3) extraordinariness. Singularity comes from design intensity. Design cannot be minimal. The handicrafts of such minimal design are doomed to die. This article sets out to argue that (a) culture, (b) taste, ( c) personal values and ( d) ancestral and identity motives in conjunction with singularity of product have the potential to restrain the globalization forces from consumers’ withdrawal of patronage for handicrafts. Practical Applications : These findings which come in the form of a theoretical framework will potentially help the industry formulate their survival and growth strategies; the article establishes that if the product attributes are unique, extraordinary and rare, their survival probability will be high since culture, personal factors and personal values drive their consumption of handicrafts embedded with uniqueness, rarity and extraordinariness. Originality : No comprehensive review of literature as been made yet, as done in this; all the relevant theories are examined and integrated into a new theoretical framework. It integrates social forces and personal factors with singularity of product to drive positive customer outcomes.