📄 Abstract
This study examines the influence of technological advancements, particularly machine embroidery and digital techniques, on the livelihoods of traditional Phulkari artisans, while identifying supportive strategies to enhance their economic well-being, livelihood security, and consumer satisfaction. A descriptive research design was adopted, and primary data were collected through structured questionnaires from consumers, artisans, and shopkeepers. The data were analyzed using percentage distribution and mean scores. The findings indicate that while consumers appreciate handmade Phulkari for its authenticity and craftsmanship, their purchasing decisions are largely influenced by affordability and accessibility, resulting in increased demand for machine-made and digitally produced products. This technological shift has significant economic implications, including reduced income opportunities, declining employment prospects, increased market competition, and financial insecurity among traditional artisans. At the same time, technology has expanded market access and production efficiency, creating new economic opportunities for businesses and consumers. The study suggests that interventions such as skill development, improved marketing, financial assistance, geographical indication (GI) certification, digital market integration, and policy support can strengthen artisan livelihoods and improve their economic resilience. It concludes that a balanced integration of traditional craftsmanship with modern technology is essential for promoting sustainable economic development, preserving the cultural heritage of Phulkari, and ensuring the long-term socio-economic sustainability of artisan communities.
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📚 How to Cite:
Ms. Parinaz Kaur, Dr. Avanish Kumar, Dr. Anu. H. Gupta , ECONOMIC IMPLICATIONS OF TECHNOLOGICAL INTERVENTIONS IN PHULKARI MAKING: ASSESSING ARTISAN LIVELIHOODS AND EXPLORING SUPPORTIVE STRATEGIES , Volume 14 , Issue 6, June 2026, EPRA International Journal of Economic and Business Review(JEBR) , Pages: 63 - 68 , DOI: https://doi.org/10.36713/epra28576