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The handicraft sector is unorganized with huge potential for the economic upliftment of the bottom of the pyramid (BOP) craft producers. To ensure the sustainable livelihood of the artisans living in BOP, it is essential to identify the hurdles being faced by them so that they can be worked upon. This paper aims to look at the existing handicraft value chain in an integrated way to identify these hurdles and suggest probable solutions to mitigate them.

A two-stage study involving quantitative and qualitative approaches is used. Empirical observations from 218 artisans were analyzed using the relative to an identified distribution to rank the different variables affecting the functioning of the handicraft value chain. Next, 17 handicraft entrepreneurs were interviewed to identify solutions for the hurdles.

A two-stage study examining the perspectives of artisans and handicraft entrepreneurs identified five significant challenges affecting the handicraft sector and viable solutions to address them. While presenting an operational model, a comprehensive picture of the handicraft business ecosystem was studied, from the procurement of raw materials to the marketing and sale of finished products. This can assist handicraft producers in sustaining their livelihoods and expanding the industry.

Studies on the handicraft value chain at BOP are rare, and none have tried to look at the sector holistically to find solutions and propose an operational framework. The study has captured the voices of the artisans and handicraft entrepreneurs and, through a mixed-method approach, identified the main pain points of the BOP artisans to arrive at a workable solution for better business outcomes.

Crafts embody the history and heritage of their country of origin and can play an essential role in the country's socioeconomic development by providing significant job opportunities for the rural population. This article investigates the significant challenges that artisan entrepreneurs face when creating, communicating and selling handcrafted goods to potential customers in emerging economies. This study attempted to rate the impediments based on their severity using the voices of artisan entrepreneurs.

A mixed-method approach combining qualitative and quantitative data analysis was followed to identify the leading causes of the artisans' pain points. In the first phase, empirical observations were gathered through focus group discussions with artisan entrepreneurs, and the identified factors were quantitatively ranked using the analytic hierarchy process in the second phase.

The mixed-method research assisted in identifying the primary constraints affecting the efficient and effective operation of the artisan-driven small handicraft business. This study identified six factors that were ranked based on the voices of artisan entrepreneurs during the survey, as barriers to effective handicraft marketing.

Few studies on the handcraft industry have sought to explore the issues faced by artisan businesses holistically. The voices of artisan entrepreneurs were gathered for this study to identify and rate the present obstacles influencing the functioning of small handicraft firms in emerging nations. Handicraft marketing will become more effective and efficient if these barriers are removed.

The handicraft sector is unorganized, with tremendous opportunities for generating employment, particularly for the non-urban and bottom of the pyramid (BOP) population. The aim of this paper is to revisit the existing supply chain of the handicraft sector to identify the gaps that can help generate better marketing outcomes for the sector when addressed.

A mixed method of qualitative and quantitative research has been used. Empirical observations from artisans have been collected to identify different variables impacting the functioning of the handicraft value chain.

Different variables were identified and grouped into six important dimensions through the mixed-method research. The components were ranked based on importance, which can help in developing a robust supply chain at BOP for the handicraft sector.

Studies on the supply chain of the handicraft sector are rare, and none has tried to understand issues in an integrated way directly from the artisans. This study has captured the voices of the artisans, and through qualitative and quantitative data analyses, the main reasons for the artisans' pain points were identified. This can give directions to a viable business model for the handicraft sector.

A growing challenge for organizations is to keep their brand relevant and connected to consumers. This can be achieved by connecting the consumer not only through conventional lines but also through means of developing emotional bonding, leading to brand gratitude. This study aims to develop a conceptual model by identifying a set of components and establishing a probable linkage between them for the development of brand gratitude.

A qualitative study involving three focus group discussions with industry experts was conducted to identify the brand elements that can help build a strong emotional connection between the brand and customers, leading to brand gratitude.

The study identified the different brand elements and their relative influence on building the consumer-brand emotional connection. These components were then incorporated into a conceptual model for creating a “Unique Emotional Connection” (UEC). The outcome of the UEC model is enhanced and long-lasting association of the brand through brand gratitude.

An integrated study to understand the different elements influencing customer-brand emotional connection is rare. Also, papers studying the role of gratitude in brand management are limited. This study has tried to address these gaps through a conceptual framework that can help marketing practitioners to develop a long-lasting customer-brand relationship.