Regional Traditional Indian Embroidery ?Kasuti?: Key Success Factors to Reach the International Markets

Abstract

Traditional embroidery with ethnic designs and motifs in brilliant colors bear a distinct hallmark of Indian textile design. This embroidery has its own regional identity and has crossed borders to be marketed in different parts of the world. This paper discusses the efforts made by artisans to revive and modify the ‘kasuti’ embroidery designs to cater the consumers in international markets. The study identifies its key success factors in international markets both from retailer as well as artisan’s perspectives.