Shodh Sari-An International Multidisciplinary Journal
Vol-04, Issue-02 (Apr-Jun 2025)
An International scholarly/ academic journal, peer-reviewed/ refereed journal, ISSN : 2959-1376
E-Commerce: Empowering Indigenous Artisans and Transforming Livelihoods in India
Rani, Geeta1 and Panwar, Sunil Kumar2
1Assistant Professor in Commerce, TDL GCW Murthal
2Assistant Professor in Commerce, TDL GCW Murthal
Received: Feb 24, 2025
Accepted: March 18, 2025
Published: April 01, 2025
Thematic Classification: E-Commerce, Indigenous Artisans, Livelihood Transformation, Indian Handicrafts, Digital Marketplace, Rural Empowerment.
Abstract
The advent of e-commerce has revolutionized trade, providing a unique opportunity for indigenous artisans in India to expand their reach beyond traditional marketplaces. This paper explores how digital platforms empower artisans by enhancing their economic stability, promoting cultural preservation, and reducing dependency on middlemen. It also highlights the challenges they face, including digital illiteracy, logistical constraints, and competition with mass-produced goods. The study concludes with recommendations for sustainable e-commerce practices and policy interventions that can further strengthen indigenous artisans’ participation in the digital economy.
Keywords: Artisans, traditional, market place, cultural and digital illiteracy.
Impact Statement
This study explores the transformative role of e-commerce in empowering indigenous artisans across India and reshaping their economic and social livelihoods. It examines how digital platforms have enabled artisans to transcend traditional market limitations, access wider national and global audiences, and achieve greater financial independence.
The impact of this research is profound as it highlights how technology-driven marketplaces can preserve cultural heritage while fostering sustainable development. By providing artisans with direct market access, reducing dependency on middlemen, and encouraging innovation, e-commerce is not only boosting income levels but also revitalizing traditional crafts and promoting community resilience. The findings of this study offer valuable insights for policymakers, entrepreneurs, NGOs, and technology companies. It underscores the need for targeted interventions such as digital literacy programs, infrastructure support, and inclusive e-commerce policies to further bridge the gap between tradition and technology, ensuring that indigenous communities fully benefit from the digital economy.
About The Author
Dr. Geeta Rani, is an Assistant Professor in the department of Commerce at Tau Devi Lal Government College for Women, Murthal, Haryana affiliated with BPSMV, Khanpur Kalan, Sonipat with over five years of enriching teaching experience. She did M.Phil in Commerce after getting cleared the Net JRF exam and secured Gold medal in her M. Phil after that she got completed her PhD in Commerce.
She has actively participated in Several International and national conferences, workshops and seminars and published 10 research papers in reputed peer reviewed journels.
Cite this Article
APA 7th Style
Rani, G., & Panwar, S. K. (2025). E-commerce: Empowering indigenous artisans and transforming livelihoods in India. Shodh Sari-An International Multidisciplinary Journal, 4(02), 276–281. https://doi.org/10.59231/SARI7823
Chicago 17th Style
Rani, Geeta, and Sunil Kumar Panwar. “E-Commerce: Empowering Indigenous Artisans and Transforming Livelihoods in India.” Shodh Sari-An International Multidisciplinary Journal 4, no. 2 (2025): 276–281. https://doi.org/10.59231/SARI7823.
MLA 9th Style
Rani, Geeta, and Panwar, Sunil Kumar. “E-Commerce: Empowering Indigenous Artisans and Transforming Livelihoods in India.” Shodh Sari-An International Multidisciplinary Journal, vol. 4, no. 2, 2025, pp. 276-281, https://doi.org/10.59231/SARI7823.
Statements & Declarations
Review Method: This article underwent a double-blind peer-review process by two independent external experts in E-commerce and Rural Management to validate the socio-economic impact analysis and the sustainability of the digital marketplace model for artisans.
Competing Interests: The authors (Geeta Rani and Sunil Kumar Panwar) declare that there are no financial, personal, or professional conflicts of interest that could have inappropriately influenced the research findings or the interpretation of data presented in this study.
Funding: This research was conducted as part of the authors’ academic and professional activities at TDL GCW Murthal. No specific external grants or commercial funding were received for this work.
Data Availability: The analysis is based on a synthesis of secondary data from government reports (MSME), industry publications, and existing case studies on Indian handicraft e-marketplaces. All data sources are available through public academic archives and institutional repositories.
License: E-Commerce: Empowering Indigenous Artisans and Transforming Livelihoods in India © 2025 by Geeta Rani and Sunil Kumar Panwar is licensed under CC BY-NC-ND 4.0. This work is published by the International Council for Education Research and Training (ICERT).
Ethics Approval: As this study is a qualitative review of economic trends and does not involve direct experimentation on human participants, it was deemed exempt from formal ethical review by the Institutional Research Committee of TDL GCW Murthal.
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