Small Businesses of Indian Community Centered Crafts: A Study through Aari Embroidery Artisanal Enterprises

Abstract

Aari embroidery is a prominent textile craft, integral to Indian apparel, and sustained through the consistent practice of a nationwide community of specialized embroiderers. The craft's significance has expanded substantially, driven by the escalating market demand for embroidered occasion wear, which has consequently prompted skilled artisans to migrate from their traditional locations to urban centers to establish their small businesses. These artisan-led business units are critical components of the local fashion ecosystem, operating as entrepreneurial ventures. However, despite the substantial expansion of the fashion industry, these businesses, which primarily rely on job-work orders, have not achieved corresponding economic growth. This paper presents case studies of a select sample of Aari embroidery small businesses in Ahmedabad, India. The research undertakes an in-depth analysis of these enterprises to evaluate the sustainability of their current business model, product offerings and infrastructure, alongside a comparative analysis of the craft with similar artisan led communities. The main aim was to identify the key factors contributing to their restricted economic advancement. Primary data was generated through structured interviews, and the subsequent analysis provided insights into their current operational practices.