Empowering Women Artisans in Madhubani Painting: Navigating Digital Challenges for Long-Term Viability

The present study explores how Madhubani painting artisans in Bihar, India, use social media to showcase their skills. It aims to understand the challenges they face in accessing the social media platforms for showcasing their artform and proposes strategies to enhance their online presence and customer base. For the purpose of the study, primary data are used, which was collected through a qualitative investigation incorporating using tools such as interviews, personal narratives and a literature review. A sample of 60 women artisans was collected from Jitwarpur village, Madhubani, Bihar (India) through the focus group discussion method within the village of Jitwarpur on 22 October 2022. The study reveals challenges Madhubani Painting artisans face in utilizing social media for skill display and customer outreach. Insights highlight opportunities for addressing these challenges. A small sample size and a focus on a specific geographic location may limit the generalizability of the findings of the present study. However, the findings offer valuable insights for future research on social media use among artisans involved in other artforms. The present study adds to existing literature by exploring the intersection of traditional art and social media, particularly in Madhubani painting. It offers practical solutions to enhance artisans’ online presence and economic opportunities.