Handcrafted resilience: a qualitative study of drivers of continuity of artisan entrepreneurial activity in Kashmir

Purpose Due to land-locked topography, poor connectivity, struggling market conditions and other region-specific factors, the arts and crafts industry in Kashmir is facing several challenges. However, irrespective of all odds, artisan entrepreneurs continue their entrepreneurial activities. To find the answer, this study aims to ascertain key determinants of the continuity of entrepreneurial endeavour among artisan entrepreneurs in this unique context. Design/methodology/approach A qualitative methodology was employed to explore the determinants of the continuity of entrepreneurial endeavour. The sample comprises semi-structured interviews with 23 artisan entrepreneurs across five districts in Kashmir, India. Thematic analysis was subsequently used to determine the main ideas in the transcripts from the interviews conducted. Findings The following themes emerged from the data set: (a) job-related determinants, (b) functional determinants, (c) socio-cultural determinants and (d) emotional and religious determinants as the main drivers of the continuity of entrepreneurial activities among artisan entrepreneurs. Originality/value The paper explores how artisan entrepreneurs in Kashmir navigate challenges to sustain their craft, addressing a gap in research on their resilience in a constrained context. This paper is the first, to the best of the authors’ knowledge, to address the determinants of the continuity of entrepreneurial endeavour among artisan entrepreneurs in the context of Kashmir, hence paving the way for further scholarly exploration.