Abstract
Tourism industry is regarded as one of the twelve champion sectors of India and sustainability of arts and culture is imperative for its sustenance. Arts and culture reside in people and artists strive to pass-on this culture to the next generation, while trying to derive profits and sustain themselves. The case presents an opportunity for the reader to gather a general understanding of economic dilemma faced by performing artists, especially street artists of India and suggest measures to help them attain sustainable livelihood. It can also be a valuable addition to the public policy and strategic management, wherein it can highlight the significance of addressing the dilemma faced by artists and the necessity of digital and theatre intervention to help these artists attain sustainable livelihood.
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