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Tushar Sankar Banerjee (Fortune Institute of International Business); Ekkank Kataria (Fortune Institute of International Business)
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13 pages
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India, ranked at 130 in the Human development Index with a poverty rate of 21%, is currently going through a phase of inclusive growth and development. Since the majority of the population is residing in semi-urban or rural areas, financial inclusion of that population has remained a challenge for the economy. It also poses a challenge to the policy makers while planning and drafting programs that can benefit the rural citizens. A reference to the UNESCO declaration of 2001 is appropriate here, as it highlighted that in order to alleviate poverty, one can take the support of ethos, cultural data and traditional practices of the local communities. This case is focused on one such community living in the subsistence, which is surviving with the help of only the artistic and specialized skills that they have preserved and developed through generations, just by being a part of the community and its culture. Notungram, a village in rural West Bengal in India is inhabited by 82 such artisan families whose prime occupation is the art form that they develop by carving wooden figures and statutes by hand tools and painting on them. Only a handful number of families have the support of agriculture as an additional source of income, all the other families have to depend upon the art form alone. They are marginalized people having a low-literate and economically weak background. They dwell mostly in huts made of mud. The males as well as females of the families work together to earn their livelihood. Their art form is deeply rooted in the culture which has evolved through various religious beliefs, practices, rituals and folklore. Since this art form has been learned, practiced and performed to earn a livelihood since ages, it can definitely be said that it has the potential to develop a self-sustaining economy, under proper nourishment, working capital support, and market linkages. The case would pose the scope for a discussion on sustainable development models through efforts of government mechanisms and non-governmental organizations in India and also throw a light on policy intervention perspectives as well as business strategies for the marginalized.


Entrepreneur; Small business / entrepreneurship; Rural; BOP (bottom of the pyramid) markets; Artisans; Business environment in India; PESTLE Analysis
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