Dokra Art – Marketing a Dying Art at the BOP

Abstract

"The case is based on Dokra craft, a dying art at the BOP. Historically, the art is connected with India’s tribal culture. Initially, it was mostly prevalent in the metal-rich region of Central-East India. Over the years, it dispersed to a few locations by forming groups of artisans. Two such prominent groups migrated to the Dariapur Village (in Burdwan) and Bikna Village (in Bankura) within the state of West Bengal. Although this art form has been well-known globally, its artisans are struggling to keep themselves and the art form alive. The Covid-19 pandemic has greatly made matter worse, owing to which, these Dokra artisans are probably facing the most wretched conditions today. The focal point of the case, centers on the socio-economic conditions of the artisans; the role of critical stakeholders in BOP value chains. It further discusses the various marketing interventions by multiple stakeholders, as well as government agencies, in an attempt to uplift the livelihood of these artisans. The case intends to find marketing strategies that can be designed to benefit these artisans to increase their livelihood and socio-economic impact at the BOP."