Branding Terracotta Art of Jammu and Kashmir for Sustainable Livelihoods: An Empirical Study of Artisan Communities

Abstract

Terracotta art represents one of the oldest forms of traditional craftsmanship in India and continues to play an important role in preserving cultural heritage while supporting rural livelihoods. Despite its historical significance, the terracotta sector in Jammu and Kashmir faces multiple challenges, including declining market demand, inadequate institutional support, technological constraints, limited branding, and low financial returns. This study examines the socio-economic conditions of terracotta artisans and explores the potential of branding as a strategy for strengthening artisan livelihoods and promoting sustainable development. Primary data were collected through structured field surveys involving 501 artisans across the Jammu and Kashmir regions, supplemented by secondary data from government reports, books, journal articles, and official publications. The findings indicate considerable regional differences in artisan participation, income patterns, institutional support, and occupational dependence. While Kashmir retains a relatively stronger continuity of traditional craftsmanship, artisans in Jammu experience higher occupational diversification and abandonment of the profession due to economic pressures. The study further reveals that inadequate marketing, weak brand identity, technological limitations, and restricted access to organized markets remain major obstacles to the growth of the terracotta sector. The paper argues that branding, digital marketing, tourism integration, skill development, financial inclusion, and institutional strengthening can significantly enhance the competitiveness of terracotta enterprises. The study contributes to the literature on traditional crafts by providing empirical evidence from Jammu and Kashmir and offers policy recommendations aligned with the national objectives of Swavlambi Bharat, Atmanirbhar Bharat, and Viksit Bharat.