Revisiting supply chain drivers for greater marketing outcomes of handicraft sector

Abstract

PurposeThe handicraft sector is unorganized, with tremendous opportunities for generating employment, particularly for the non-urban and bottom of the pyramid (BOP) population. The aim of this paper is to revisit the existing supply chain of the handicraft sector to identify the gaps that can help generate better marketing outcomes for the sector when addressed.Design/methodology/approachA mixed method of qualitative and quantitative research has been used. Empirical observations from artisans have been collected to identify different variables impacting the functioning of the handicraft value chain.FindingsDifferent variables were identified and grouped into six important dimensions through the mixed-method research. The components were ranked based on importance, which can help in developing a robust supply chain at BOP for the handicraft sector.Originality/valueStudies on the supply chain of the handicraft sector are rare, and none has tried to understand issues in an integrated way directly from the artisans. This study has captured the voices of the artisans, and through qualitative and quantitative data analyses, the main reasons for the artisans' pain points were identified. This can give directions to a viable business model for the handicraft sector.