Examining the supply chain and marketing of wood handicrafts: A study of Nagina (Bijnor), Uttar Pradesh

Abstract

The wood handicraft industry in Nagina (Bijnor), Uttar Pradesh, is renowned for its traditional craftsmanship and cultural significance. However, despite its rich heritage and economic potential, the sector faces persistent challenges related to supply chain inefficiencies, limited market access, and underutilization of digital marketing tools. This study aims to examine the existing supply chain structure and marketing practices associated with wood handicrafts in Nagina, identifying the key stakeholders, processes, and constraints that affect artisan livelihoods and market performance. Data were collected through field visits, structured interviews, and observations involving artisans, traders, cooperative members, and local officials. The findings reveal that artisans are largely dependent on intermediaries who control both raw material procurement and product distribution, often at the expense of fair pricing and bargaining power. Additionally, the sector suffers from weak logistics infrastructure, outdated marketing strategies, and low digital literacy, hindering its integration into broader national and global markets. Government initiatives such as the One District One Product (ODOP) scheme and the Government e-Marketplace (GeM) have yet to be fully leveraged by local stakeholders. The paper concludes by recommending targeted interventions, including digital skill training, cooperative formation, improved logistics, and policy support to enhance supply chain efficiency and market competitiveness. The study contributes to the growing discourse on rural entrepreneurship and traditional industry revitalization in India.