The handicrafts industry in India is an important sector that contributes significantly to the economy. It employs over 23 million craftspeople across the country. India has a large variety of handicrafts due to its diverse culture. The government supports the industry through various policies and regulations. While the industry has strengths like a large market, product variety, and low costs, it also faces weaknesses such as lack of infrastructure, skilled labor, and market awareness. Opportunities for growth include rising global demand and new online sales channels. However, threats include competition from other countries and lack of technology and research adoption in the industry. Findings from a study of the Jodhpur handicrafts industry show issues like limited innovation, under