ABSTRACT:
The handicraft sector plays a pivotal role in rural India’s economy, providing substantial employment and income opportunities, and deeply influencing the social fabric of rural communities. This study investigates the challenges facing ethnic wooden doll craftsmen in Natungram, West Bengal, as they navigate the complexities of globalization. Traditional crafts, integral to the region's cultural heritage, are threatened by market competition, intellectual property infringement, and cultural homogenization. Through qualitative research and case studies, this article explores the struggles of Natungram's wooden doll artisans, including issues of economic sustainability, skill transmission, and cultural preservation. The findings highlight the need for targeted interventions, policy support, and collaborative initiatives to safeguard artisanal excellence and promote cultural diversity. This research contributes to the discourse on cultural sustainability, ethnic artisanal entrepreneurship, and globalization's impact on ethnic crafts.