E-Commerce: Empowering Indigenous Artisans and Transforming Livelihoods in India
Rani, Geeta1 and Panwar, Sunil Kumar2
1Assistant Professor in Commerce, TDL GCW Murthal
2Assistant Professor in Commerce, TDL GCW Murthal
Abstract
The advent of e-commerce has revolutionized trade, providing a unique opportunity for indigenous artisans in India to expand their reach beyond traditional marketplaces. This paper explores how digital platforms empower artisans by enhancing their economic stability, promoting cultural preservation, and reducing dependency on middlemen. It also highlights the challenges they face, including digital illiteracy, logistical constraints, and competition with mass-produced goods. The study concludes with recommendations for sustainable e-commerce practices and policy interventions that can further strengthen indigenous artisans’ participation in the digital economy.
Keywords: Artisans, traditional, market place, cultural and digital illiteracy.
Impact Statement
This study explores the transformative role of e-commerce in empowering indigenous artisans across India and reshaping their economic and social livelihoods. It examines how digital platforms have enabled artisans to transcend traditional market limitations, access wider national and global audiences, and achieve greater financial independence.
The impact of this research is profound as it highlights how technology-driven marketplaces can preserve cultural heritage while fostering sustainable development. By providing artisans with direct market access, reducing dependency on middlemen, and encouraging innovation, e-commerce is not only boosting income levels but also revitalizing traditional crafts and promoting community resilience. The findings of this study offer valuable insights for policymakers, entrepreneurs, NGOs, and technology companies. It underscores the need for targeted interventions such as digital literacy programs, infrastructure support, and inclusive e-commerce policies to further bridge the gap between tradition and technology, ensuring that indigenous communities fully benefit from the digital economy.
About The Author
Dr. Geeta Rani, is an Assistant Professor in the department of Commerce at Tau Devi Lal Government College for Women, Murthal, Haryana affiliated with BPSMV, Khanpur Kalan, Sonipat with over five years of enriching teaching experience. She did M.Phil in Commerce after getting cleared the Net JRF exam and secured Gold medal in her M. Phil after that she got completed her PhD in Commerce.
She has actively participated in Several International and national conferences, workshops and seminars and published 10 research papers in reputed peer reviewed journels.
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