Abstract
India has a rich and heterogeneous textile craft heritage which is globally appreciated for its skills and craftsmanship. It plays a significant role in the economic development and employment generation of the country. Paithani sari flourished in Paithan town during the Satavahana era in 200 BCE. It is a pride of Maharashtra, India. The Paithani weavers are currently having a lack of new orders in the global pandemic so they are selling the products at minimal cost to the middle man. The traditional weaver is suffering to get enough amounts even in non-pandemic conditions. The study aims to identify the reasons behind the financial crisis and loopholes in connections between the weavers and the market. The data is collected through the interviews conducted with thirty Paithani weavers. The analysis showed a strong correlation between crises and connectivity. The study aims to determine how the gap between weavers and customers can get connected in order to increase the individual income on a regular basis. The study concludes that weaver has to get further B2C marketing platforms such as e-commerce websites are necessary to make available for them to sell their original products direct to the customer. Thus the art will carry its 2200 years old tradition over the next generation.
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