AbstractMathura’s red sandstone tradition represents one of India’s most distinctive intersections of culture, religion, and commerce. This study explores the sandstone economy as both a sacred legacy and a livelihood system shaped by pilgrimage flows, artisan practices, and consumer perceptions. Drawing on field observations, interviews, secondary data, and illustrative consumer surveys, the research highlights how religious festivals such as Holi and Janmashtami drive substantial surges in demand for sandstone idols, ritual objects, and souvenirs.The findings reveal that the sandstone value chain is heavily imbalanced. While artisans are the central producers, they retain only a modest share of the final retail price, with middlemen and shopkeepers capturing larger margins. Consumers strongly associate authenticity with religious value, showing a preference for “hand-carved in Mathura” artefacts. However, awareness of formal branding mechanisms such as Geographical Indications (GI) remains minimal. The study also identifies critical challenges for artisans, including seasonal income fluctuations, competition from substitutes, reliance on intermediaries, and limited institutional support.The analysis suggests several strategies for sustainability: formalising authenticity through GI certification, diversifying markets via e-commerce and cultural circuits, aligning marketing with festival calendars, and strengthening artisan support through training and credit access. Ultimately, the study concludes that Mathura’s sandstone economy is resilient yet fragile, and its long-term survival depends on combining cultural preservation with innovative economic interventions.
Singh et al. (Wed,) studied this question.