The Commercialization Butterfly: Glimpses of Commerce of Traditional Crafts of Assam

Abstract

Traditional craft commercialization in Assam and its dynamics have been specifically examined in this paper with the help of a theoretical model framed out of concepts such as spontaneous and sponsored commercialization. It is found that craft commercialization in Assam is varied, vibrant, and dynamic as it depends upon the specific role played by artisans, intermediaries, and external agents. The spontaneous effort of artisans in adapting craft objects to various uses for pure artistic pleasure as well as sale and the proximity of producers of the crafts to the market and the customers have been explored. Most of the craftworks were found to have undergone transformation due to the artistic ingenuity of the craftsmen, while many others metamorphosed due to external influence. Agents essayed the role of design and sales agent bringing to light the degree of interface between the producers of the crafts and different types of customers. The commercialization butterfly minutely captures the distinct processes, viz., spontaneous, sponsored, pure-spontaneous, and pure-sponsored, taking place in the craft sector of Assam.