Decoding Artisans, Tradition, and Livelihood: Tradition Meets Modernity in Pingla, West Bengal, India
DOI:
https://doi.org/10.58574/jaa.2025.v4.i2.03Keywords:
Rural Handicraft, Pattachitra, Socio-Economic Impact, Artisans' LivelihoodAbstract
This current research is centred on the social and economic effects of Pattachitra craftsmanship on the livelihoods of craftsmen in Pingla, West Bengal, examining both age-old influences and contemporary facilitators. To explore the connections among artisans, cultural heritage, and economic well-being, a quantitative, explanatory approach was employed, gathering primary data from 325 artisans through structured questionnaires and on-site inspections. The impact on artisans' livelihoods was analyzed in relation to factors such as community resources, income limitations, raw material availability, recognition, training opportunities, participation in exhibitions, support from government or NGOs, and digital outreach.
Regression analysis revealed that all these elements significantly affect livelihood results, with exhibition involvement, digital outreach, and recognition proving to be the most influential factors. Community resources and raw material access laid the groundwork, while training, income stability, and institutional support contributed moderately. The study highlights the critical role of digital integration and the preservation of cultural heritage in sustaining artisans' livelihoods. To enhance resilience, market access, and socioeconomic progress among craftsmen, the research advocates for integrated policies that blend traditional practices with modern digital innovations.
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