Four law students ( Nidha, Chenchulaxmi, Aparna and Harini) set on a one month rural immersion journey along landscapes of GI clusters in Tamil Nadu.

Their study reveals significant challenges faced by traditional artisans, including declining livelihoods due to low wages, high production costs, and reliance on middlemen, which erode profits. Many artisans struggle with the digital divide, as some embrace online platforms for marketing while others resist due to fears of plagiarism or lack of technical skills. Despite the Geographical Indication (GI) tags intended to protect and promote these crafts, many artisans report minimal tangible benefits, with middlemen and commercial producers often gaining more than the original creators. Government schemes, though available, suffer from poor awareness, bureaucratic inefficiencies, and mismatched support, such as offering loans for machinery when artisans urgently need subsidies for raw materials. Additionally, competition from cheap, machine-made replicas further threatens the survival of these traditional crafts. Youth disengagement is another critical issue, as younger generations increasingly opt for stable careers over artisanal work due to financial instability.

To address these challenges, their study proposes several recommendations. Improving access to welfare and GI schemes through localized awareness campaigns and digital helpdesks can bridge the gap between policies and artisans. Bridging the digital divide by providing digital literacy training and subsidized tools can empower artisans to market their products online securely. Combating plagiarism through a government-backed design repository and a standardized GI authenticity logo can protect original craftsmanship. Reducing middlemen dependence by establishing direct-to-consumer e-commerce platforms and artisan cooperatives can enhance profitability.

Addressing labor and wage issues through microgrants, seasonal income insurance, and minimum wage enforcement can stabilize incomes. Fostering conflict resolution and community building through local craft councils can ensure fair decision-making. Reviving youth participation via fellowships, school programs, and innovation grants can sustain these crafts for future generations. Boosting public awareness through state-level expos, museum features, and international exhibitions can elevate the visibility and marketability of GI products. These interventions aim to create a sustainable ecosystem where traditional artisans can thrive while preserving India’s rich cultural heritage.