The Impact of Machine-Made Production on the Market for Handmade Phulkari: Challenges and Opportunities

Abstract

This study investigates the impact of machine-made Phulkari on the traditional handmade Phulkari market in Patiala, Punjab. Through surveys of 25 consumers and interviews with 25 artisans, the research examines consumer preferences, the challenges faced by artisans and the opportunities for growth in the evolving market. The findings reveal that while consumers value the authenticity of handmade Phulkari, many are drawn to the affordability of machine-made alternatives. Artisans face significant competition, leading to decreased income and market visibility. The paper suggests that artisans can leverage digital platforms, modern designs and emphasize the cultural significance of their craft to maintain competitiveness in a changing market