Prospects and challenges of grass based handicrafts units in Kerala

Abstract

The handicraft industry plays a vital role in preserving cultural heritage, promotingenvironmental sustainability and supporting community development. Globally, itemploys around 200 million craftspeople, including more than six million in India.The policy reforms, such as the 2017 amendment to the Indian Forest Act thatclassified bamboo as grass, have improved artisans’ access to raw materials andsupported their livelihood. Kerala’s grass-based handicraft industry, shaped by itsecological diversity and cultural heritage, exemplifies the dual role of preservingtradition while fostering socio-economic development.This study focuses on micro enterprises engaged in producing bamboo, reed bamboo,cane, screw pine and kora grass products. These units encounter significant challengesin organisational effectiveness, technological advancement, marketing strategies andinstitutional support. While government and non-government agencies extendtraining, financial aid and infrastructural support, the effectiveness of suchinterventions remains underexplored. To bridge this gap, the study evaluatesorganisational effectiveness, environmental sustainability, marketing efficiency,institutional support and the overall prospects and challenges of these enterprises. Byaddressing under-explored aspects of handicraft units, the study contributes to thetheoretical base and offers practical insights for policymakers to design better schemesand strengthen institutional mechanisms. Geographically, the study is limited toKerala, chosen for its distinctive natural resources, cultural heritage and policyframework. Sectorally, it concentrates on grass-based units, with respondents beingmicroenterprises registered under the Udyam Aadhaar system. Temporally, theresearch is based on primary data collected between April 2024 and March 2025.Methodologically, this study adopted a mixed-methods approach, both descriptive andanalytical in nature. Primary data was collected from 291 systematically selected unitsout of a total population of 1,064, supplemented by secondary sources. Quantitativedata were obtained using structured questionnaires and statistical tools such as chi-square, independent sample t-test, ANOVA, correlation and regression were employedto analyse relationships among variables.The results show that the grass-based handicraft industry is largely sustained byelderly artisans, with very limited participation from youth and few new entrepreneursentering the sector. Several weaknesses were identified, including ineffectiveinventory management, challenges in raw material sourcing, inadequate skilldevelopment and fragile financial systems. Training programs did not yieldsubstantial improvements in innovation or marketing performance, while limitedtechnological adoption, weak online presence and unexploited export potentialcontinue to hinder growth. This sector continues to display resilience throughsustainable practices and reliance on traditional knowledge systems.The findings highlight the need for focused interventions, with education and incomelevels emerging as strong predictors of organisational effectiveness and marketingperformance. Key recommendations include establishing common facility centres inevery district to support raw material storage and technological needs, creating aunified digital platform for marketing products and procurement of raw materials, andimplementing youth and gender-specific training in management, digital literacy andbranding. By staying rooted in tradition, adopting sustainable practices andstrengthening institutional support, Kerala’s grass-based handicraft sector has thepotential to evolve into a model of sustainable and resilient enterprise. In the hands ofartisans, this industry not only sustains livelihoods but also safeguards dignity andself-respect, reaffirming the enduring role of handicrafts in shaping an inclusive andsustainable society. Moreover, the research opens pathways for future studies in thisfield, thereby extending the significance of the present study.