Dilemma of Craftsmento Continue with Jobwork or Opt for Entrepreneurial Marketing: Case of Bagh Printers

Abstract

In rural economy, handicraft sector plays very important role in providing both employment and growth. Handicraft sector is the second largest employment provider in India after agriculture sector. It is a labor intensive sectorled by artisans or craftsmen mainly working in rural areas. Bagh is the tribal and rural village of Dhar district in Madhya Pradesh famous for its craft of hand block print done on textile known as Bagh print. Craftsmen involved in the production of hand block print in Bagh village known as Bagh printers. Six years ago art of Bagh print was flourishing when there were more than 40 craftsmen were involved in the production of block printing. These craftsmen were running their business ata very micro level and most of them dependent on job work on contrary to it there were few craftsmen involved in entrepreneurial marketing flourished. Now dilemma present in front of craftsmen to continue with job work to sustain their position or strive for entrepreneurial marketing to grow from present level. This case helps to get insight to the problems and opportunities present for Bagh printers.