Crafting Perspectives: Decline of Local Handicrafts in Chitral District, Khyber Pakhtunkhwa

This study examines the decline of local crafts and its impact in the District of Upper Chitral, Pakistan. Utilising Anthony Gidden's theories outlined in his book 'The Consequences of Modernity' as a foundation, this analysis investigates the impact of contemporary marketing strategies employed by brand capitalists on consumer behaviour, resulting in a significant decrease in local handicrafts and folk culture. This research article examines the socio-economic factors contributing to the decline of handicrafts using a quantitative approach. The findings of the study reveal a complex relationship between the likeness of modern industrial products and, and the decline of traditional indigenous crafts. The factors that contribute to this decline include, a lack of infrastructure, and a shift towards other careers, several factors contribute to this decline, including inadequate infrastructure, a shift towards other careers, lower production, and fading interest among younger generations. Some of the significant challenges that female workers face are limited marketing opportunities and a lack of recognition for their handmade work. Therefore it is recommended that accessible exhibition centres be established. Promotion of marketing strategies for artisans and to promote entrepreneurship among illiterate women interested in handicrafts. The ultimate goal is to revitalise and protect traditional handicrafts, preserve cultural heritage, and enhance the skills of artisans in District Upper Chitral. Overall, the study emphasizes the importance of protecting traditional handicrafts from the impact of modern branding. It emphasises the need for specific actions to aid in the revival of these traditional crafts.