Over the last century, industrial production has steadily replaced traditional handmade production in countries around the world. In India, this has meant the loss of traditional markets for artisans and craftspeople, who struggle to compete against the economic and production efficiencies of volume manufacturing, ushered in by advanced technology and mechanisation. However, in recent times, new markets have emerged, particularly among urban consumers, who have ascribed craft, and the handmade, with ethical, environmental and sociocultural value. Indian artisans are well positioned to tap into this emerging market, as consumers develop more of an understanding about the externalised environmental and social costs of a product, as it moves from extraction to production, to distribution, to consumption and disposal.