Shruti says business mindset transforms Indian craft and art sector

Shruti, speaking to The Times of India, highlighted that viewing traditional crafts and artistic endeavors through a commercial lens can unlock new growth opportunities. She noted that many artisans remain confined to niche markets, but a business‑oriented approach can expand their reach and improve livelihoods. The interview underscored the need for structured training, market research, and strategic branding to help creators compete in a modern economy. Shruti urged policymakers and private investors to support initiatives that blend creativity with entrepreneurship, arguing that such synergy can sustain cultural heritage while generating profit.

She also pointed out that digital platforms and e‑commerce can serve as powerful channels for artisans to showcase their work beyond local boundaries. By aligning product design with consumer trends, creators can command better prices and achieve scalability. The conversation concluded with a call for collaborative ecosystems that bring together designers, marketers, and craftsmen to foster innovation in the sector.