Table of Contents
March 28, 2025 | 
WEP Team
In the bustling town of Channapatna, nestled in the Ramanagara district of Karnataka, known for its traditional wooden toys, a struggle is underway, a struggle to protect the age old vibrant legacy of handcrafted toys. These culturally unique and eco-conscious toys, introduced over 200 years ago by Persian artisans brought by Tipu Sultan, offer a wide range of intricate designs from colourful wooden dolls to horses and trinkets to toddlers’ walkers. However, the vibrant legacy of Channapatna’s handcrafted wooden toys has dimmed over the years. Once bustling roadside stores now constantly battle to compete with changing market dynamics, cheap Chinese imports, GST, and the pandemic. Despite increased consumer awareness and a Geographical Indication (GI) tag, and most importantly the Government’s support on Vocal for Local Toys, many artisans, especially women, have been forced to abandon their craft for daily-wage labour.
The number of traditional artisans in Channapatna has declined from around 3,500 in the 1990s to about 1,200 currently. The question that arose amidst these challenges was one of -Survival. The very basic need to protect a dying tradition, and preserve the interests of generations of artisans whose livelihood depends on the survival of this art form for sustenance. As this town and its resilient women artisans strived to look for answers in this fast paced world, many found their answers in adapting to the new normal. Technology led transformation became key to reviving this dying art and empowering women artisans to reclaim their market. This case explores the impact of tech-led transformation through digital upskilling of rural women artisans in Karnataka, focusing on Geetha, a 32-year-old artisan who exemplifies the resilience of this town and its women.
Rural India, home to over 800 million people, presents an aspiration-driven market with immense potential to propel economic growth and empower rural women entrepreneurs. However, systemic barriers often stifle their participation. Despite the significant contributions of rural women entrepreneurs towards the development of rural regions, they face multifaceted barriers such as limited access to information, skills, and markets, complex regulatory landscapes, and inadequate financing options. These are in addition to the societal conventions that anyway they need to battle. Addressing these challenges requires a holistic ecosystem approach, beginning with understanding the business factors and social enablers necessary to make such a vision feasible.
The last few years, particularly the last decade, has witnessed exponential growth in the field of entrepreneurship with emergence of start-ups and small businesses, contributing to the Indian economy. Most of these start-ups are founded and run by men, while women entrepreneurs struggle with unfavourable conditions, socio-cultural biases, and lack of resources (financial, training etc.). The untapped potential of women entrepreneurs in contributing to economic and social growth has been a cause of much concern globally over the last few decades. Women, both in urban and rural India, face significant and unique hurdles in entering and sustaining their presence in the workforce due to gender-based discrimination, biases in employment opportunities, unequal pay, lack of career growth, and non-conducive workplace conditions. In the Indian context, particularly in rural areas, some of the major challenges include no or low levels of education, lack of awareness and access to financial institutions to generate capital, and insufficient training to transform individual setups into thriving enterprises.
Having said that, when it comes to the handicrafts industry, there is definitely a silver lining. Globally,
handicrafts is a thriving sector, predominantly driven by women. As per the International Trade Centre, women constitute 70 per cent of the handicraft sector. In India, it is estimated that around 80 percent of the participants in the sector are women. What started as a household industry has grown into a significant contributor to global trade, becoming a vital source of income for rural women. However, this success story is not without its challenges. Despite being one of the largest and most popular industries, handloom weavers in India are able to earn only around INR 5000 per month. Evidently, the road is riddled with several obstacles that restrict optimum utilization of the potential of women’s handicraft talent.
Once of these obstacles clearly seem to be because of the growing digital divide in the country. The divide has revealed the acute digital skill gap amongst rural and urban populations, as well as gender based differences thus necessitating more attention to reach digital knowledge and skills to women entrepreneurs specially in small towns and rural areas. This digital divide further deepens barriers for women entrepreneurs which manifests in lack of financial inclusion, education, access to information, better economic awareness, and business opportunities.
The above challenges though are not insurmountable; creating a clear case for the dire need to digitally upskill women. Providing digital literacy, linking their businesses with online platforms, will equip women with the knowledge and resources they need to effectively participate in the national economy. It will also equip them with the wherewithal to compete in the changing dynamics of the market today. Technology adoption is the tool they need to build resilience and adapt to the changing face of doing business today. However, the story does not stop just there – digital empowerment of women also means financial freedom, improved digital literacy rates across the community, better usage of internet and smart phones for a better quality of life and overall a more successful community that thrives in this growing digital economy.
When you think of indigenous toys, the beautifully lacquered wooden creations from Channapatna are likely the first that come to mind. The fact that they are covered under the GI tag of the World Trade Organization has made no difference to the ground realities. For two centuries, the town produced mostly dolls for domestic consumption. However, the influx of cheaper Chinese toys invaded its market and the products were reduced to being just souvenirs. Arthi, an artisan who has been crafting Channapatna toys for the past five years, explains, “The competitive pricing of Chinese wooden toys is their biggest advantage. While a Channapatna toy might cost INR 100, a similar Chinese toy is priced at just INR 50. “ She further explains that, “Our toys are made from soft wood, whereas the Chinese ones use jungle wood or rubber wood. Unlike our vegetable-based dyes and lacquer, the Chinese use chemical dyes, varnish, and paint. Their toys are machine-chiselled and polished, while ours are meticulously handcrafted making our toys less vibrant.
In addition to the pricing competition, Channapatna artisans struggle with significant gaps in production and marketing. Traditional market approaches and middlemen often alienate artisans from their product identity and negatively impacts the effectiveness of a go-to-market strategy. Additionally, limited access to technology hinders broader market reach and direct recognition.
Moreover, while Channapatna’s toy-making industry has traditionally been male-dominated, there has been a noticeable increase in female participation in recent years. Despite this progress, women still face significant challenges, particularly in visibility and marketing, often being relegated to design and processing roles. With a female literacy rate of 81.28%, there is untapped potential for women to contribute more significantly to their household economies. The key question remains: How can we ensure these artisans gain the digital prowess needed to claim their craft’s market presence? Technology can serve as a great equalizer to bridge this gap. By leveraging digital skills, these Channapatna women artisans can navigate the digital marketplace effectively, enabling efficient product sales. A prime example of such technology-led empowerment is nasscom foundation’s “Digital Upskilling of Rural Women Artisans Project” in Karnataka. This transformative initiative has empowered 150 artisans through comprehensive digital literacy, fostering economic growth and creating opportunities.
Established in 2001, nasscom foundation has been witness to the transformative power of technology for over two decades. Part of the nasscom ecosystem, we are the only not for profit outfit, representing the Indian tech Industry. We remain rooted to our core philosophy of TechForGood, where our efforts are focussed on unlocking the power of technology by creating access and opportunity for those who need it the most. We work on helping people and institutions transform the way they tackle social and economic challenges through technology.
We have five key areas of intervention: Digital literacy; Skilling and Employability; Women Entrepreneurship, Social Innovation and Empowering the NGO Ecosystem.
Recognizing the rural-urban and gender-based digital divides, as well as the entrepreneurial challenges faced by women, nasscom foundation launched the ‘Digital Upskilling of Women Entrepreneurs’ project. The initiative aimed to empower women who identify as artisans or agripreneurs through digital literacy, integrating them into the digital economy. The project targeted at least 300 rural women, including 150 agripreneurs from Mysore and 150 artisans from Ramanagara in Karnataka, enhancing their online market access opportunities through digital technologies (ICT). However, this case story delves deeper into the lives of only the artisans; their challenges and path to empowerment brought to life through Geetha’s story.
Prior to the intervention, a baseline assessment was conducted in December 2023 with women from Ramanagara districts. The study underscored the potential of digital and financial literacy training to help rural entrepreneurs access opportunities and surmount the hurdles that stood on their way of becoming successful entrepreneurs thus supporting economic development in rural communities.
The intervention involved 40 hours of training spread over 8-10 days for 150 women artisans, comprising 25 hours of classroom training and 5 hours of virtual training in each district. The training was conducted in 6-7 batches, each consisting of 25-30 women entrepreneurs. Most of these artisans were aged 31-40, followed by those aged 41-50, and belonged to socio-economically backward communities. A majority of the participants had a monthly income below INR 10,000 (46.2%), while around 36% earned between INR 10,000 and INR 20,000.
Digital upskilling was facilitated by local training partners in core areas such as digital and financial literacy, entrepreneurship skills, communication skills, cybersecurity and e-governance schemes.
Ecosystem linkages were established for market products, government schemes, and online payments, and a digital market presence was created through technology. Common interest groups were also formed for function-related training and product development.
This comprehensive approach not only equipped women artisans with essential digital skills but also empowered them to reclaim and expand their market presence, paving the way for sustainable economic growth and social inclusion.
The program was designed keeping in mind the needs of the rural women, aspiring to scale or sustain their business in this digital world. The women were empowered by offering comprehensive training in digital and financial literacy, and entrepreneurial skills, thus equipping them with skills needed in the new world. Our goal was to deepen their understanding and practical application of these areas, resulting in improved business outcomes. Some key focus areas were:
New age skills for a brave new world: Preparing rural women artisans tackle the changing business landscape
The training sessions used multimedia tools to cover essential topics like savings, credit, digital devices, and government schemes, making the content engaging and easy to grasp.
To improve comprehension and accessibility, the training materials were translated into local language and enriched with visual aids like infographics, charts, and videos, making the learning process more inclusive and effective for all participants.
The curriculum featured role-plays and group activities to sharpen negotiation skills, business planning, and SWOT analysis, ensuring practical, real-world application.
Participatory tools were incorporated to encourage active engagement, creating a collaborative learning environment where participants contributed actively to the process.
Hands-on experience was provided through exposure visits to CSC centres, allowing participants to gain practical insights into various government schemes and initiatives.
To ensure consistent learning environments in the community, and check that the impact of the program transcends beyond one cohort, we also focussed on training the teachers. The ToT program focused on bridging the knowledge gap and fostering confidence among trainers to excel in training delivery.
Spanning five days, the ToT utilized participatory methods like case studies, audio-visual aids, participatory exercises, and hands-on experiences to enhance learning.
The project outcomes were measured using a ‘before-and-after’ approach, comparing data from baseline and endline assessments. Surveys were used to gather quantitative data on improvements, opinions, and experiences of women artisans in rural Karnataka. This method provided insights into the intervention’s effectiveness and highlighted areas for improvement.
After undergoing the digital training sessions, we could see artisans evolve into confident entrepreneurs ready to take their art to the market, with confidence and renewed vigour. The program equipped them with skills such as:
As the program drew to a close, we also set out to measure how we had impacted the lives of the women artisans. Some of the aspects that we looked at included:
The project aimed to equip women entrepreneurs with digital literacy and skills to effectively use smartphones and digital applications. This effort sought to close the digital-gender divide and empower women to leverage technology for personal and business purposes. India’s digital landscape is rapidly expanding, with 1.2 billion mobile phone users, 600 million smartphone users, and high internet usage.
The endline assessment revealed a notable shift in smartphone usage among participants. Specifically, the data showed that the majority of participants could independently operate smartphones after the training, rising from 45% before the training to 78% post-training. Post-training, 84-92% of participants used advanced smartphone functions for communication, education, social media, and e-commerce. Notably, there was substantial adoption of mobile/online banking, and nearly half of the participants engaged in video conferencing. Awareness about smartphone security also increased significantly, with 90.8% of post-training artisans setting passwords, up from 47% before the training. These findings highlight the positive impact of the training program on participants’ smartphone usage for various purposes.
Leveraging e-commerce platforms also significantly expanded in rural areas, unlocking opportunities for small-scale industries and traditional artisans to sell their products online, thus boosting their businesses and the rural economy. After the training, awareness about e-commerce platforms soared from 34% to 92.4%, with 85.2% women artisans being aware about its functionality. Additionally, 52% artisans even installed and registered themselves as sellers on e-commerce platforms within one month helping them boosting their business. The most popular platforms for registration were Flipkart, Amazon followed by Meesho. Since the project aimed to enhance participants’ knowledge of e-commerce platforms, empowering women artisans to transition from informal, physical markets to formal, digital spaces, helped reduce the gender gap in entrepreneurship and socio-economic development.
Before the training, participants faced challenges using social media and digital platforms for selling their products, with minimal usage reported for business purposes. However, post-training, there was a clear improvement, with increased use of social media channels like Instagram, Facebook, and WhatsApp/WhatsApp Business for selling products. Additionally, 13% and 10% of participants used digital platforms like YouTube and Pinterest, respectively, for online selling. 65% of artisans even started uploaded posts in the form of pictures, posts, videos etc. on various social media platforms to promote their products online. After the training, there was an increase in the proportion of participants receiving orders through social media platforms.
On the whole, the training had generated much-needed awareness about significance and improved access of women entrepreneurs to social media and e-commerce platforms for business as compared to before the training. However, there is still a long way to go in translating the knowledge and skills to improve the digital sales and economic status of women entrepreneurs, especially the artisans in Ramanagara.
DRCs/CSCs were identified as the most accessible infrastructure, with artisans consistently reporting higher availability. The training significantly increased awareness about digital resource infrastructure in participants’ villages. Awareness of digital resources like CSCs/DRCs surged significantly from 8% to 98% among artisans. This sharp increase in awareness underscores the training’s success in promoting digital resource utilization in rural areas. The endline found DRCs/CSCs to be also the most accessed infrastructure (80.7%) by the participants in their village, followed by ATM, and finally E-Kiosks.
Financial literacy and inclusion are crucial components of the training provided to women entrepreneurs, enabling them to start and strengthen their businesses through knowledge and access to government schemes and financial products such as bank and microfinance loans, investment plans, and insurance schemes. This empowers women entrepreneurs with comprehensive, accurate, and relevant information, aiding in both their business and personal growth. The training resulted in a substantial increase in participants’ awareness levels about government schemes including PM Vishwakarma, Artisan Card, E-shram cards and how to access them. All the assessed artisans reported being aware of at least one government scheme, and nearly 98% stated they knew how to access schemes relevant to their business, thereby increasing their reach and sales post-training. Additionally, a significant majority of the women artisans were aware of key schemes such as the E-Shram card (92.6%), Abha card (91%), and Artisan card (76%), which will eventually help provide them with vital resources and support for their entrepreneurial endeavours.
Participants even showed a significant improvement in banking transactions post-training. Almost all of them independently conducted basic banking tasks in the last two months, including cash deposit (95.8%) and balance inquiry (94.1%). They also engaged in ATM withdrawals, cheque deposits, mobile banking, and password changes. In contrast, before the training, only a fraction of participants, ranging from 24% to 70%, could perform these tasks. 63% artisans maintained accounts, indicating varying levels of adoption within the group. An impressive 83.3% artisans were knowledgeable about digital payment methods and few had even started using the digital payment gateways for their business purposes. Subsequently, 53% of participants began utilizing digital payment gateways such as BHIM, PhonePe and Google Pay apps for their business needs following the training showing a significant shift towards digital financial inclusion and operational efficiency.
While the numbers and the impact data point to the transformative impact of the program, the story of how lives changes on-ground can be witnessed through Geetha, a 32-year-old artisan, whose account exemplifies the impact of nasscom foundation’s digital upskilling program. Having studied until the 8th standard, Geetha’s journey is an inspiration to women who now have the means to success through digital training.. After losing her husband during the pandemic, Geetha became the sole breadwinner for her three children and in-laws. Despite profound grief and hardship, she leveraged her 15-year expertise in creating beaded car mats to sustain her family. Driven by the need for financial independence and a better future, she enrolled in the program. The training provided her with new skills and a conducive environment, allowing her to rebuild her life and emerge as a successful entrepreneur.
“Before venturing into e-commerce, I faced numerous traditional barriers. Working under someone else, I earned a meager income of just 100 to 200 rupees per day. Now that I am working independently, I earn 10,000 ruppees a month. Despite putting in full days of work, my profits were minimal as the middleman would resell my products at much higher prices. My lack of marketing knowledge severely limited my options. Women’s participation in e-commerce seemed daunting and inaccessible due to traditional roles, expectations, and safety concerns.”
However, after receiving marketing training, everything changed. Utilizing online platforms, Geetha gained the confidence to sell her products independently. This opportunity was empowering, as she realized she was capable of operating autonomously and leveraging her newfound product marketing skills effectively.
“The impact of e-commerce on my ability to run my business on my own terms has been profound. Previously, I worked all day for little pay, unable to spend quality time with my children. Now, my day starts with household chores and getting my kids ready for school. During breaks, I handle orders, manage inventory, and communicate with customers online. This flexibility has allowed me to balance work and family life more effectively.”
E-commerce has empowered Geetha to operate independently and expand her business. For example, she learned how to price her products competitively by researching similar items online. As a single mother, one of the biggest advantages has been not needing to commute to sell her products. She can manage everything from home, ensuring she is there for her children when they need her.
“E-commerce has been instrumental in helping me tailor my products to meet the needs of a diverse clientele. Initially, I started by offering personalized toys made to order, which quickly attracted more customers. Observing what items were selling well, I expanded my product range to include car seat covers, office chair covers, and cushion covers. Using platforms like Instagram and Facebook, I connected with a broader audience and increased my customer base.”
The flexibility of e-commerce platforms allowed Geetha to experiment with new ideas and see what resonated with her customers. For instance, during festive seasons, she introduced themed products, which received a great response and boosted her sales. The ability to quickly adapt and offer seasonal or trendy items has been a significant advantage.
The extensive reach of online platforms has significantly helped me connect with customers both locally and nationally. Initially, I started with 85 Instagram followers only and gradually increased to 110 and plan to expand its further. By using social media to explain the unique qualities of my Channapatna toys products, such as being chemical-free, using natural colors, and being washable and durable, I attracted more customers and generated interest in my GI-approved products”
Geetha’s online presence has also led to an increase in local support. She asks customers to follow her on Instagram and Facebook for updates and actively informs her neighbourhood about her pages, encouraging them to support her by following and sharing her content. This grassroots effort has helped build a loyal local customer base and increased exposure, especially in markets like Mysore, which is a tourist destination.
Initially, I faced significant challenges with internet access and digital literacy. Before venturing into e-commerce, I didn’t know how to source raw material, so I had to work for someone else. Once I learned about online marketing, I started sourcing materials online. Learning how to market my products online was another major hurdle. However, after receiving training on digital literacy, I began using social media platforms to promote my toys.”
One specific example of overcoming digital literacy challenges was learning to use hashtags effectively. Initially, Geetha didn’t understand their importance, but with guidance, she began using relevant hashtags like #ChannapatnaToys, #HandmadeToys, and #EcoFriendlyToys. Additionally, she faced issues with internet access, especially in the initial stages. To overcome this, she invested in a better internet plan and occasionally visited local internet cafes when needed.
E-commerce has been a game-changer for Geetha’s business. It allowed her to bypass traditional middlemen, directly reach customers, and retain a fair profit for her work. This journey not only boosted her income but also empowered her to believe in her capabilities as a woman entrepreneur in the digital age. The flexibility, scalability, and extensive reach of online platforms have significantly enhanced her competitiveness, market access, and customer base. By embracing digital tools and overcoming traditional barriers, Geetha has transformed her business and created new opportunities for growth and success.
Geetha is just one of many women whose work is powering India’s rural economy, which contributes almost 46% to the country’s national income. According to official figures, 56.13% of artisans in India are women.
According to the National Family Health Survey, the adult literacy rate among rural women stood at 65% in 2021. From 21% in 2005-6 to 42% in 2020-21, rural women with more than 10 years of education have increasedi. Many social, economic, and cultural factors contribute to the high illiteracy rate among Indian rural women. Orthodoxies and conventions still smother rural landscapes. Due to their lack of education, women are unable to participate in the workforce, which impedes the country’s development. As evident, while the literacy rates among these women remain low, the digital literacy rate is even lower. According to the UNDP 2021 data, In India, only 33% of women have ever used the internet, and for rural women that figure drops to around 25%.ii
Digitally disconnected communities are often the most marginalised, and deprived of the benefits of digitalisation. Inequalities are further exacerbated by the growing ‘digital divide’, which hinders marginalized groups’ access to education, health care, and financial services. It demonstrates the importance of expanding economic opportunities for underprivileged and marginalised women, such as investing in skill-building programs to increase digital literacy and familiarity with technologies. Often technology gives these women an identity and a means to add value within their families and communities at large. Access to digital platforms enables them to showcase and sell their products, connect with suppliers, and gain valuable insights into market trends.
The undeniable truth is that training and upskilling women artisans can transform their lives and our society. With a substantial representation of women in the handicraft industry, uplifting them will not only challenge age-old gender discrimination but also secure financial stability and social inclusion for these women.
Providing financial resources through government schemes can empower women to start their own businesses. These funds offer the necessary capital to establish entrepreneurial ventures and achieve financial independence.
By equipping women with the digital, financial and entrepreneurial skills needed to produce high-quality handicrafts, these programs enhance their craftsmanship and marketability. These trainings can significantly improve their product offerings.
Connecting women artisans with experienced mentors and trainers helps them navigate the industry and rise to new heights. Mentors can provide valuable insights, support, and guidance, fostering growth and innovation.
When designing, implementing, and measuring digital policies and programs, it is essential to consider the unique needs of women and girls, valuing their perspectives and experiences. Gender should be systematically included as a variable in data collection to ensure gender-sensitive data gathering. These measures contribute to evidence-based decision-making that reflects the needs of women and girls.
Lack of access to technology has been a significant barrier for women. Increasing connectivity in tier 2 and 3 cities and remote areas, building public digital centers, and making technology and internet services more affordable are critical challenges that need to be addressed. Improving digital literacy and expanding access to digital technologies is vital for tackling the digital divide and enabling women to benefit from digital transformation.
Providing women with safe access to the digital world is another challenge. This can be accomplished by establishing safe spaces and improving cybersecurity. Participation among women is influenced by a feeling of safety—when women do not feel safe, the entire community is negatively affected.
The most crucial factor is addressing gender-based discrimination at home, allowing women to realize their full potential. This can be achieved through education, supportive policies, and creating channels for women to seek help. Community support and cooperative actions can also enhance their negotiation power and prepare them for global competition.
The last word remains that investing in rural women entrepreneurs including artisans is a proven way to tackle digital divide and build healthier and empowered communities. As India aims for Viksit Bharat by 2047, it is imperative to necessitate the full and equal participation of women. The government of India recognizes the immense power of women’s meaningful participation, shifting from women’s development, to women-led development. By providing them with training, financial resources, and a supportive ecosystem, we can transform them from invisible artists to leaders and entrepreneurs, representing India’s brilliant art forms on the global stage. This effort directly aligns with SDG 5 and SDG 8, reinforcing the nation’s commitment to sustainable and inclusive progress.
In emerging economies like India, addressing systemic challenges such as the unequal burden of housework, cultural norms around women’s work, access to finance, unsafe working environments, and limited mobility is essential. Tackling these issues is key not only to increasing employment opportunities for women but also to enhancing visibility for their contributions to the country’s economic and social development thereby, aligning with SDG 5 (Gender Equality) and SDG 8 (Decent Work and Economic Growth), reinforcing India’s commitment to sustainable and inclusive progress.
