In many places, handicrafts constitute a significant source of income for households. Domestic consumers are becoming more interested in and demanding sustainable and swadeshi items and preferring handicrafts created in India over mass-produced goods. India's handicraft artists are renowned for their unmatched sense of colour, superior design and shape, and flawless craftsmanship. One of India's major export industries, handicrafts suffer a number of challenges, including disorganised marketing and insufficient market knowledge. The sector is widely dispersed across the nation in both urban and rural locations, and it is quite labor-intensive. Rajasthan is well known for its rich cultural diversity, traditions, and vintage handicrafts throughout the entire world. Rajasthani attire is distinctive, and the headdress and traditional male attire are excellent indicators that someone is from Rajasthan. Jaipur's highly trained workers have displayed their talent by creating a variety of exquisite goods. Block printing, bandhani, sculptures, and stone carving are some of Jaipur's most notable crafts. On clothing, zari, tarkashi, zardozi, and gotapatti work is done. Silver, kundan, and meenakari are used in jewellery and gems. Blue ceramics, ivory carvings, patwa craft, tiny paintings, leather goods, shellac work, and other objects of art and craft are produced. This significant industry is now dealing with a number of issues in the fields of production, marketing, and advertising. Labourers really aren't provided enough opportunity, and market segments using the newest technology have begun to dominate the sector. The handmade goods sector engages in concept marketing rather than only product sales. Rajasthan's major source of income comes from tourism. Traditional hand block printing is renowned in Rajasthan. The local labours are not given proper scope and big markets having latest technologies have started taking over the industry. The handicrafts of Jaipur which were once the symbol of Jaipur’s glorious tradition have now become full artificial and mechanized. The present study focuses on the problems being faced by the small scale handicraft industry and gives some suggestions for improvement.

cale handicraft industry and gives some suggestions for improvement. Keywords: Handicraft, Marketing, Tourism, artisans, Rajasthan art, Rural marketing, Education, Community, Economic and cultural development.