01Aug 2019


  • Research Scholar , Faculty of Marketing Management , Smt.Hiraben Nanavati Institute of Management and Research for Women.
  • Associate Professor(H.O.D) , Faculty of Marketing Management , Smt. Hiraben Nanavati Institute of Management and Research for Women ,Pune,India.
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The history of Indian handicrafts has been age old. Indian arts and artisans have astonished people from other countries of the world through their creations since a very long time. Bastar region of Chhattisgarh possesses excellence in creating exceptional artifacts along with a wide variety .The tribals of this region hold proficiency in creating various Bastar art products categorized as Bell metal or Dhokra Art, Wrought Iron art, Sisal art, Wooden art and the Terracotta art. There is an elevating demand of these products but in spite of that these products fall short in reaching the target audience and the artisans are striving to earn their livelihood due to the barriers in marketing, which in turn arises a need to identify the marketing opportunities and come up with apt strategy to resolve the existing issue. This research paper is intended to scrutinize the challenges in marketing of these products along with emphasis on the opportunities in this sector , also underlining the role of emerging media in marketing of these tribal products. It also presents a SWOT analysis of this segment along with emphasis on present market links and some of the existing government schemes.

  1. Bastar Bronzes by Niranjan Mahavar(2011th edition; pg no. 26-42)
  2. Bastar Folk Art ; Shrines, Figures and Memorials By Michel Postel and Zarine Cooper (pg no. 7-30)
  3. Article from International Journal of Research in Humanities art and Literature on Bastar Handicrafts{(IMPACT:IJHAL),[ISSN(E);2321-8878;ISSN(P)2347-4564],Vol 3, Issue 2, Feb 2015, 43-48
  4. Article titled: ?Bastar artists endeavour to keep tribal Bastar art alive? from The Times of India Edition; sept 28 2016
  5. Article titled : ?An effort to revive Bastar?s forgotten handicrafts? from The Times of India ; Edition : May 4 2016.
  6. Article titled ? India?s tribal village market? published in BBC travel written by Daniel McCrohan Edition 11 august 2011
  7. Research paper titled ?Dhokra? : The Tribal Art of Chhattisgarh State Journal of Rural Development Review Vol. III, No.-3,Oct-Dec..2017? ISSN No. ? 7191 written by- Dr. Shilpa Banarjee (Asst. Professor) and Anjali Nagwani ( Guest Lecturer Govt. D.B. Girls, PG College , Raipur (C.G.))
  8. Bastar Itihaas Evam Sanskriti by Lala Jagdalpuri (pg. 151-158, 235-247)
  9. Bastar Bhushan by Pandit Kedarnath Thakur(pg no. 17-41,103-105)
  10. Websites : bastar.gov.in , www.trifed.in
  11. Research paper titled ?Marketing challenges of Handicraft retailers in changing environment?written by Dilip Kumar and Rajeev PV ; published in International Journal of Business Management and Economics , Jan 2014 BHU.

[Srishti Hemant and Ashok Pawar. (2019); BASTAR ART : INSIGNIA OF CULTURAL BEQUEST AND MARKET APPREHENSIONS. Int. J. of Adv. Res. 7 (Aug). 144-150] (ISSN 2320-5407). www.journalijar.com

Ms. Srishti Hemant
Savitribai Phule Pune University


Article DOI: 10.21474/IJAR01/9487       DOI URL: http://dx.doi.org/10.21474/IJAR01/9487

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