Concept for Sustenance and Growth of craft Clusters in Rural India (Betul, Madhya Pradesh a Case Study)

India is affluent in Craft practices. Crafts, which are diversified in nature, are practiced industrially, individually as well as in guilds in rural and peri- urban areas. Handicrafts sector in the country provides employment to as many as 35 lakhs people and earns foreign exchange to the tune about Rs.36,000 Crores annually. The sector plays a crucial role in rural economy of the country (https://industry.kerala.gov.in 2022). One of the greatest challengesencountering crafts of rural India is not only to develop the consciousness of the crafts persons who are mostly marginalized but also to transform the practice into an organized and competitive entrepreneurial structure. The research is performed keeping in view the possibility to consolidate the traditional craft practice and the commercial aspect of the same by upgrading the capability of crafts persons. The systematic and strategic approach in the form of the proposed combined system model makes craft management more effective, professionalized, organized and sustainable for long term across larger geographical span. The proposed model is an opportune investment platform rendering services to society as job creator. The combined system model with its approach and methodology and deliverables becomes an ideal base for Micro, Small and Medium Enterprises (MSMEs) which is replicable in other places in the country synergising with different cultures and craft practices.