SOCIAL DESIGN FRAMEWORK FOR THE DEVELOPMENT OF HANDLOOMS AND HANDICRAFTS

Abstract

At the Kamaladevi Memorial Lecture, Chatterjee (2014) called for reimagining the future of crafts beyond patronage, toward frameworks that integrate tradition and innovation. India’s handlooms and handicrafts, representing one of the world’s richest repositories of cultural heritage and livelihoods, face systemic challenges, including market decline, policy fragmentation, and weak integration of sustainability. Mamidipudi (2018) refers to design as a strategic tool that creates value through innovative products and services, leading to positive social and economic outcomes. The study proposes, develops, and validates the Social Design Framework (SDF) to regenerate the sector by embedding heritage preservation, co-creation, sustainability, packaging, branding, and Intellectual Property as its core pillars. The framework was conceptualised through a systematic literature review that aggregated existing knowledge on the design processes adopted by designers working in the sector, the methods adopted by artisans, the challenges they face, their adaptability to markets, and sustainable practices in Handlooms and Handicrafts. The existing literature and discussions with the core group, comprising master artisans, designers, and sector experts, identified a set of attributes for the proposed social design framework. Using a mixed-method approach, combining both qualitative and quantitative methods, the research included participatory discussions, direct interviews, in-field surveys, and questionnaires distributed to diverse stakeholder groups, including artisans, designers, educators, craft experts, and funding organizations for design development in the craft sector. Some Projects like Rural Experiment, [NID-IIM- Jawaja], Operation Mojari, [UNDP-NLDP-FDDI-RUDA], Indo-Africa [DIPP, GOI - NID], Crafting Futures, [ British Council – CEPT], Design Clinic Scheme, [Min. of MSME, GOI- NID] were discussed and studied, reflecting on the process adopted and their impact. Decision-making [PMI] techniques were used to refine the framework, with valuable inputs from Artisans, Designers, and other craft experts and researchers enhancing its relevance and usability. The findings highlight both statistical significance and practical relevance, offering a roadmap for integrating Design v thinking and Universality with cultural continuity, sustainable practices, and policy reform. This research contributes to theory by operationalizing social design in craft contexts and to practice by providing a scalable, impact-driven model for artisans, designers, policymakers, and educators. The conceptual Social Design Framework proposed in this research builds on six interlinked components identified from the literature review and the mixed-method research analysis, leading to sustainable development. An info-graphic representation highlighting the key attributes of the framework, as the 7 S of the Social Design, namely Sanskritik, Sundar, Sahaj, Sasta, Samajik, Samman, and Sustainable, is developed for easy remembrance, understanding, and adaptability by all stakeholders. Three case studies validated the framework: [1] Loin loom weaving of Manipur, [2] Wooden lacquerware work of Banaras, UP and [3] Revival of Mandana – the folk- tribal art of Rajasthan. These case studies tested the framework’s adaptability, efficacy, reliability, usefulness, and accuracy. This study redefines the role of design in nation-building, moving from a creative discipline to a strategic instrument for inclusive and sustainable development. It demonstrates that the future of design in India lies not in imitation but in intelligent reinvention, empowering communities through creativity, collaboration, and cultural consciousness. This research presents a comprehensive exploration into how design can serve as a transformative tool for social, cultural, and economic empowerment within India’s craft ecosystem.