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Craft fairs, art galleries, or international trade expos 3 Wider reach through online platforms
Personal contacts and custom orders Social media (Instagram, WhatsApp Business, Facebook)

Advantages of direct marketing for sozni artisans allows artisans to reach global buyers.
1 Better earnings for artisans Platforms like Etsy, Okhai, Gaatha, and Itokri support
direct-to-consumer craft selling.
No middlemen mean artisans keep a larger share of
profits. 4 Control over branding and presentation
Artisans can decide how their work is displayed, priced,
They can price fairly for the time and effort Sozni requires.
and marketed.
Helps sustain their livelihood and attract younger artisans They can share behind-the-scenes processes, which
to the craft.
adds value to handmade products.
2 Stronger connection with buyers
5 Market feedback and growth
Buyers understand the story, technique, and culture Direct feedback helps artisans:
behind Sozni embroidery.

Artisans can customize designs or colors based on client Understand buyer preferences
preferences. Improve quality and design innovation
Builds trust and appreciation for the craft. Scale smartly based on demand
Artisans problems and solutions

Objectives: At the end of this lesson you shall be able to
• know the problems and their solutions.

Basic problems faced by artisans & practical Solutions
solutions Set up raw material banks or government-run stores for
1 Low or unstable income fair pricing.
Problem Bulk purchasing through cooperatives to reduce costs.
Artisans often earn less than fair value for the time and Promote natural, local alternatives where possible (like
effort they put into their work, especially when middlemen local Pashmina, vegetable dyes).
dominate the supply chain.
Solutions 4 Lack of skill upgradation or innovation
Promote direct marketing and fair trade models. Problem
Provide minimum support price (MSP) or government Many artisans haven’t had access to modern design
procurement through Khadi Board or Handicrafts trends or new techniques, leading to reduced appeal in
Departments. the market.
Create artisan cooperatives or SHGs (Self-Help Groups) Solutions
for better bargaining power. Conduct design development workshops with NIFT, NID,
2 Lack of market access or craft councils.

Problem Partner with young designers to co-create contemporary
Artisans, especially in rural areas, struggle to reach products.
customers both locally and globally. Provide digital design training (for packaging, branding,
Solutions etc.)
Support artisan access to e-commerce platforms (like 5 No formal recognition or certification
Etsy, Amazon Karigar, Okhai). Problem
Organize craft fairs, exhibitions, and international trade
shows. Without artisan ID cards, GI tags, or skill certification,
artisans miss government benefits or cannot prove their
Provide training in digital literacy (WhatsApp business, skill level.
Instagram, product photography). Solutions
3 Poor access to quality raw materials
Problem Register artisans with the Ministry of Textiles for official
recognition.
Artisans often get low-quality or overpriced threads,
fabrics, dyes, and tools. Promote GI-tagging (Geographical Indication) awareness
for crafts like Sozni, Pashmina, Kani.

60 H & C: Hand Embroidery Artisan : (NSQF - 2024) R.T. Ex.No 1.9.52-58