The paper examines the impact of globalization on craft traditions through a detailed case study of Maheshwar sarees, a handloom textile heritage originating from Maheshwar, Madhya Pradesh, India. This study interprets the saree as a visual narrative, integrating cultural theory (glocalisation, hybridity), a visual-anthropological examination of motifs and textile grammar, and an empirical analysis based on documents (policy documents, NGO reports, peer-reviewed studies). Research indicates that globalization yields contradictory outcomes: enhanced visibility, designer partnerships, and novel market avenues on one side; imitation, price reduction, and unstable livelihoods on the other. Revival institutions like the Rehwa Society and policy initiatives (Ministry of Textiles schemes) offer some support; but, enduring sustainability necessitates comprehensive interventions encompassing design assistance, traceability, equitable compensation systems, and intellectual property/anti-counterfeit strategies. The research presents a humanities-based paradigm that interprets craft as a cultural text and suggests policy and market-level recommendations to maintain cultural richness while facilitating adaptive and equitable global integration.

Authors:
Sachin Bhatnagar, National Institute of Fashion Technology, India

About the Presenter(s)
Sachin Bhatnagar is an assistant professor with the department of Fashion Management Studies at National Institute of fashion Technology (NIFT) Mumbai.

See this presentation on the full schedule – Sunday Schedule

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