Please use this identifier to cite or link to this item: https://ir.iimcal.ac.in:8443/jspui/handle/123456789/4487
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dc.contributor.authorSingh, Ramendra
dc.contributor.authorPaul, Siddhartha
dc.contributor.authorMondal, Siuli
dc.date.accessioned2023-06-08T15:03:56Z
dc.date.available2023-06-08T15:03:56Z
dc.date.issued2023
dc.identifier.urihttps://ir.iimcal.ac.in:8443/jspui/handle/123456789/4487
dc.identifier.urihttps://www.iimcal.ac.in/case-studies-lists#accordion-6
dc.descriptionData Source :- Both primary and secondary sourcesen_US
dc.descriptionSetting :- Marketing at the BOP
dc.descriptionCase Reference No. :- IIMC-CRC-2023-01
dc.descriptionCase Length :- 27 pages + Teaching Note
dc.description.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."en_US
dc.language.isoen_USen_US
dc.publisherIndian Institute of Management Calcutta Case Research Centeren_US
dc.subjectMarketingen_US
dc.subjectBottom of the Pyramid (BoP)en_US
dc.subjectDokraen_US
dc.subjectPovertyen_US
dc.subjectHandicraften_US
dc.subjectSocial businessen_US
dc.subjectE-commerceen_US
dc.subjectBiswa Banglaen_US
dc.subjectMSMEen_US
dc.subjectExhibitionen_US
dc.subjectNGOen_US
dc.subjectGovernmenten_US
dc.titleDokra Art – Marketing a Dying Art at the BOPen_US
dc.typeArticleen_US
Appears in Collections:2023-24

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