Analysing the effect of sustainable entrepreneurship on the family-based moonj craft and pattal (leaf plate) industry in the handicraft sector in India

This study evaluated how sustainable entrepreneurship and various dynamic capabilities have affected the livelihood of family-based handicraft businesses, especially the "Moonj craft and Pattal(Leaf plate)" in India. This is a sustainable and traditional business where women or family members carry out maximum business and economic activity in India's handmade Moonj craft and Pattal industry. The research used an online poll of 410 family members working for female-owned Indian handicraft businesses such as Moonj Craft, Pattal making, and traditional cot making in India. PLS-SEM for factor loading and SPSS-26, a statistical software, have been used for data analysis to determine how pandemic and sustainable entrepreneurship affect India's family-based handicraft business (Moonj Craft). The model demonstrated that independent constructs such as Sustainable entrepreneurship and other factors significantly influence the livelihood of the family-based craft industry, particularly Moonj art, in some states of India. The advancement of digital technology, social media, and AI use for marketing handmade products has increased the productivity and attraction of female artisans to start new businesses for sustainable development. Because of these issues, sustainable entrepreneurship, has become increasingly important. Sustainable entrepreneurial technology is essential in transforming toward a more flexible eco-friendly environment and future greening and thus has a vital role in connecting economic, social, and ecological aims. This study explores the impact of sustainable entrepreneurship on the Moonj craft and Pattal industry, as this product is entirely sustainable, naturally obtained, and easily degradable. Thus, this research focuses on how Sustainable entrepreneurship using digital social media after the pandemic has affected family-based businesses such as Moonj Craft, women's roles and concerns in the craft sector. This study also suggested some innovative strategies for developing a family-based craft industry. It will also help academicians, policymakers, managers, and researchers explore their ideas globally in other family-based handicraft industries.