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.

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The handicraft sector is unorganized and it is the second-largest employment generating sector in India after agriculture. The majority of the artisans belong to the socially and economically backward section of the society. So working towards identifying the issues being faced by this sector and addressing them will improve the socioeconomic condition of the craftspeople. The present study has tried to list the major issues plaguing the Indian handicraft sector and the artisans. Qualitative content analysis has been adopted to capture the empirical observations and to decipher the different variables impacting the artisans and the sector. The data for the analysis was collected through in-depth interviews of forty-five artisans from different parts of Bengal. Based on the findings, the paper has conceptualized a model, with internet technology being the enabler, addressing the identified constraints to improve the socio-economic condition of the artisans so that they move towards having a sustainable livelihood

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