Abstract

Located in Jaipur, Rajasthan, the handicraft industry maintains a prominent role in the socio-economic environment, making a contribution to the preservation of cultural traditions as well as the expansion of the commercial sector. This exploratory research analyzes the use of social media platforms and e-commerce platforms as marketing tools within this sector of the economy. In order to collect data, a qualitative research technique was utilized, and interviews and questionnaires were carried out among customers, retailers, and craftsmen in the Jaipur district. The research findings indicate that more and more shopkeepers and craftsmen are turning to social media channels and e-commerce platforms in order to market and sell their wares. In addition, it has been discovered that these digital technologies may expand market reach, make direct connection with customers easier, and generate prospects for the development of brands and the introduction of innovative products. However, obstacles such as inadequate computer literacy among craftspeople, limits on infrastructure, and competition from mass-produced items continue to be a problem.