Strategic business model canvassing for terracotta pottery entrepreneurs in India

The paper discusses strategic entrepreneurship vis-à-vis terracotta pottery production in Delhi, India. Pottery artisans face changing regulatory and market forces, which could result in a severe financial and technological burden on them. The study suggests strategies to protect this sustainable and traditional art of entrepreneurship. Present status of business of potters' community is examined using the business model canvas (BMC) and Porter's (2001) industry analysis and value chain model, and a new BMC is proposed. The strategies based on the new BMC are modelled through decision-making trial and evaluation laboratory technique (DEMATEL). To sustain entrepreneurship of terracotta art in India, the proposed strategies include stakeholders to focus on reducing production costs, conducting training and development, promoting product innovation, and exploring direct marketing channels and new customer segments.