Social Platform: Key to Market Innovation for Indian Artisans—A Case Study of Chanderi Cluster

Abstract

India is a vast country with diverse cultures and crafts. The artisan in this country forms the base of the Indian industry. From the clothes we wear to lifestyle products we use; the artisans play a vital role in our lives. This article talks about the influence of COVID-19 on the Chanderi artisans’ community and how the community survived through pandemic using various digital platforms. The artisans’ behaviour of adapting the new technology for not only selling their products but also to gain knowledge is the core concept of this article.