Understanding Consumer Trends in Trading Scenarios for Handicraft Markets

Authors

  • Preetika Garg Mewar University, Chittorgarh, Rajasthan, India Associate Professor, Amity School of Fashion Technology, Amity University, India.
  • Amita Walia Assistant Professor, IHE University of Delhi, India

Abstract

Research on trading and consumer perspective on handicrafts consumption has not been focused much in India. Studies have targeted urbanization and globalization but not as a means to examine the complex patterns of sale of these artefacts so local and ethnic to their place of origin. The present study was conducted on the urban customers of New Delhi, India to understand their knowledge and attitudes towards handicraft consumption and their usage in urban scenario. An on-site survey, along with FGDs and interviews, have been used for data collection. Content analysis revealed that the urban young are not attracted by these handicrafts as much as the older counterparts who attach a cultural value to the system. The paper concludes with concise suggestions to improve consumption of handicrafts for development of these old yet cultural antiquities.

Author Biographies

  • Preetika Garg, Mewar University, Chittorgarh, Rajasthan, India Associate Professor, Amity School of Fashion Technology, Amity University, India.
    Ms. Preetika Garg is a Research Scholar at Mewar University and an Assistant Professor in Amity School of Fashion Technology, India. She has been teaching fashion design with the aim to combine the creation of artistic expression with technical proficiency. Her research interests focus on the theoretical and field study of textile surface ornamentation and creative techniques of construction of apparels. She is an experienced fashion professional with an extensive background in women’s wear. She has judged many fashion events of premier fashion institutes and has also played a pivotal role in organizing such events. She has successfully held positions of responsibility throughout her career and has developed curriculum for various fashion programmes. Her creative passion led her to create beautiful art pieces which were showcased in a group exhibition of paintings in the year 2012.
  • Amita Walia, Assistant Professor, IHE University of Delhi, India
    Dr Amita Walia is an Associate Professor, Fabric & Apparel Science Department, Institute of Home Economics, University of Delhi since January 2010 on permanent basis. However, she has over 25 years’ experience in the field of teaching. During this period she was associated with University of Delhi and other premiere fashion institutes of NCR. She is an out of the box thinker and her research work “Multi-functional natural healing matrix wound bed for wound healing bandage/dressing†has earned her an International & National patent. She has over six years of Industrial experience as a Freelancer Textile Designer where her forte has been Operational Management and Client Relation Management. She has 17 publications to her credit and four students are doing their respective PhD research under her guidance. Besides, University of Delhi she is also an approved PhD guide for Pacific University, Udaipur, Rajasthan. Further, she has been assigned a position as a Technical Writer for IGNOU.

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Published

2021-09-21

Issue

Vol. 12 No. 2 (2021)

Section

Scholarly Articles

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