IMPACT OF DIGITAL PLATFORMS ON THE GLOBAL REACH OF HANDICRAFT BUSINESSES IN BANARAS (VARANASI).

Abstract

The Banaras (Varanasi) handicraft sector is well-known for its elaborate craftsmanship and traditional goods including brassware, wooden toys, and Banarasi silk sarees, and it occupies a prominent position in India's cultural and economic landscape. The traditional restrictions that limited these handcrafted goods to regional and national markets have been lifted with the emergence of internet platforms, providing previously unheard-of chances for worldwide distribution. This study examines how digital platforms have revolutionised the marketing, distribution, and general expansion of handicraft enterprises in Banaras.

Digital payment systems, social media marketing, and e-commerce websites have all been integrated to enable small businesses and craftsmen to communicate directly with customers around the world. Virtual markets like Amazon, Etsy, and Instagram have increased profit margins and decreased reliance on middlemen. Additionally, by showcasing the artistry and cultural relevance of their items through visually captivating content, digital storytelling has allowed craftsmen to connect emotionally with consumers throughout the world.

But there are drawbacks to switching to digital media. Many craftsmen face major challenges due to a lack of digital literacy, poor infrastructure, and competitiveness in the global market. The "Digital India" campaign and e-commerce collaborations are two examples of government initiatives and training programs that are meant to close these disparities.

This paper's analysis of case studies and statistical data leads to the conclusion that, even if digital platforms have transformed Banaras' handicraft sector, strategic interventions and support networks are still necessary to guarantee long-term growth and fair benefits for craftsmen. The results highlight how digitisation can act as a catalyst to preserve traditional crafts and increase their appeal on a global scale.