This research investigates the effect of entrepreneurship on sustainable livelihood of the handicraft artisans. The study focuses on to check the relations between sustainable livelihood, entrepreneurship, and employment by providing insight into rural crafts activities and evaluating the decision to engage in the craft business. In this study, data was collected from the handicraft artisans using structured questionnaires through offline mode. A total of 599 responses were collected and analyzed using Structured Equation Modelling (SEM) approach. The result exhibited that all hypothesized relationships had positive and significant connection. The novelty of the paper is that this study uses the concept of entrepreneurship as a method to find ways to support the livelihood of the artisans as an innovative understanding into the phenomenon that has potential to make real contribution to the lives of the artisans.
Top1. Introduction
Artisanal enterprises have long been tied with place and area, and have occasionally been defined as cultural kinds of economic activities. The craft sector is a significant part of the economy of Eastern India as it makes a major contribution to the production of employment. The industry is economically significant due to the large number of employment opportunities, low infrastructure investment, and high value addition (Dana 1999; Hazra, 2017). Handicrafts are popular domestically and abroad. These craftspeople are underfunded. Some of these craftsmen are so poor that they had to leave their trade for wage work. These contribute to the depression and poverty of artisans (Dutt, 2019). This study examines the livelihood of handcraft makers and sellers. Thus, we focus on handicraft revival, poverty reduction, and craft community living circumstances.
India's economy is diverse and includes forestry, agri-enterprises, and a wide range of modern plants and host of services. But, despite the availability of rich natural resources, favorable climate, India has more confidence in investing in agriculture to sustain its Agri-based economy from independence (Bhat & Yadav, 2016; Shah and Patel 2017). If there are any other sectors which have been continuously rising positively as independent sector is handicraft sector (Bhat & Yadav, 2016). The craft industry is an important sector in Indian economy by providing employment for a wide variety of craft workers in rural and urban areas (Jana, 2014). The craft industry is a domestic industry that can be developed with minimal costs, facilities, or preparation (Bano, 2016). It uses proven know-how and resources which are locally available. The words 'artisans' and 'craftsmen' are sometimes used interchangeably in the literature and defined as a person working with his hands to create products for daily use including garments, baskets, utensils, agricultural implements and ornamentation (Cole et al., 2000). Mostly, handicraft industries have major impacts on national economy by earning profits, creating employment, low consumption per capita, high added value and sustained economic growth (Dana, 1999; Bano 2016; Kazungu & Njau, 2018). The non-farm market in Eastern India is growing slowly, in addition to the traditional sources of revenue (Dana, 2000; Smith and Kochhar, 2003).
Empirical researches have concentrated in the last decade on the value of entrepreneurship. Latest development programmes are aimed at reducing poverty and insecurity in small business societies (Mahmood et al, 2016; Dana, 2021). The idea that every action must have an evaluation of what underlie it is based upon livelihood strategies (Morse & McNamara, 2013). Encouraging entrepreneurship is an effective catalyst for stimulating the rural economy in poor rural areas (Petrin and Gannon, 1997), since this strategy generates wealth and employment. In Markley and Low's view, (2012) rural entrepreneurship can provide employment, provide additional revenues and benefits to local people to enhance livelihood. Boosting rural entrepreneurs would accelerate autonomous rural community growth, increase income, create capacity, revitalise rural communities, and reduce poverty (Dana, 2000; Ozgen and Minsky, 2007). Therefore, they need strong entrepreneurial connections to build their lives and survive against all odds (Dana, 2000; Guta et al., 2017).