Challenges and Opportunities of Social Media Marketing in Promoting Indian Traditional Handicrafts in Global Markets

Abstract

This study discusses the Pros & Cons of social media marketing in the promotion of Indian traditional handicrafts in global markets. With the explosion of digital media like Instagram, Facebook, and Pinterest, handcrafted businesses depend on visual and interactive content to market their products to international clients. Nevertheless, the industry remains plagued by a lack of resources, reliance on algorithms, and digital skills deficiencies, as well as competition from mass-produced goods The study employs a qualitative research design that integrates thematic analysis of semi-structured interviews with owners and marketing decision-makers from several small and medium-sized Indian handicraft businesses with secondary data from academic literature and social media content analysis. For a large, well-known handicraft brand, FabIndia provides a contextual reference point that makes it possible to compare large and small businesses. The results highlight three key areas: the strategic use of social media content for global promotion; typical problems with visibility and resource constraints; and new opportunities brought about by the growing global demand for authentic, sustainable, and rich products. The comparative method allows for the identification of both notable similarities and differences between the social media marketing tactics of smaller handicraft businesses and large, well-known brands. According to the study's findings, social media marketing can be a useful instrument for international promotion if it is backed by cogent tactics, compelling narratives, and flexibility in response to changing digital trends.