Handmade crafts have always carried a sense of heritage, but recent research conducted by IIM Raipur MBA students in collaboration with Mon Ami Foundation reveals how modern buyers are redefining authenticity and connection.
1. The Story Matters Most
Across age groups, respondents consistently highlighted the story of the artisan and the cultural heritage behind a piece as the first thing they look for. Buyers don’t just want a product—they want to know who made it, where it comes from, and how it ties into tradition. This emotional connection is seen as adding “immense value.”

Read more about our artisan stories at www.monamifoundation.com

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2. Preferred Crafts
Terracotta pottery, wooden carvings, and traditional paintings like Madhubani or Pattachitra emerged as the most loved categories. Interestingly, younger buyers leaned toward eco‑friendly materials and sustainability, while older respondents emphasized heritage and uniqueness.
3. Shopping Habits
Local melas and exhibitions remain the most trusted spaces for buying authentic crafts. Government emporiums also hold credibility, especially for those worried about fake or mass‑produced items. Social media platforms like Instagram are gaining traction among younger audiences who prefer direct access to artisans.
4. Budgets and Barriers
Most buyers spend between ₹1,000–₹3,000 on special pieces, though some are willing to go beyond ₹7,000 for truly unique items. The biggest turn‑off? Doubts about authenticity. High shipping costs and poor website design also discourage online purchases.
5. Building Connection
Respondents suggested handwritten notes, artisan videos, behind‑the‑scenes glimpses, and certifications as ways to strengthen trust. Many emphasized that showcasing the artisan’s livelihood and community impact makes the purchase feel more meaningful.
This research highlights that the future of handmade crafts lies in blending tradition with transparency. Buyers want authenticity validated, stories told, and artisans celebrated. For small brands, this means going beyond selling products—crafting experiences that connect heritage with modern expectations.

These insights are basis the research done by IIM Raipur MBA students in collaboration with our team. To support the Artisans and to buy authentic handmade products, do visit www.crafstaq.com