Sustainable Craft Culture: Socio‐Cultural Drivers and Economic Impact on Sustainable Development

ABSTRACT The craft culture of West Bengal, India, is deeply rooted in rich socio‐cultural traditions and plays a crucial role in advancing economic development and sustainability. This study explores the intricate socio‐cultural drivers that shape West Bengal's craft culture and examines their profound impact on sustainable development. The research delves into the historical, religious, and social dynamics that influence both the commercialization and preservation of traditional crafts. The qualitative study was performed using Grounded Theory and laddering technique, which highlighted the significance of cultural preservation, identity, and community engagement while illuminating the close relationship between craftspeople and their trade. The quantitative study highlights that the craft industry is influenced by eight major factors. It was further identified that the factors having the major impact were Perceived Cultural Preservation, Perceived Cultural Identity, Community Engagement, and Education and Awareness, highlighting the crucial role these areas play in maintaining and advancing West Bengal's craft culture. When considered collectively, the studies offer a thorough grasp of the cultural relevance influencing West Bengal's artisan traditions. By bridging the gap between cultural preservation and economic imperatives, this study provides a comprehensive framework for supporting the resilience and vitality of traditional crafts in the contemporary global landscape.