• Nilesh Priyadarshi
• Dr.Satish Patel

In India ,more than 70% population lives in rural areas and for them agriculture, animal husbandry and handicrafts are main source of their livelihood. Art & Crafts are integral part of any culture. It creates cultural identity of the people who lives in that region. Traditional arts & crafts has been vanished in the developed countries. Luckily Art, Craft& cultural has been alive in India. There is huge potentiality of Art & Crafts in India, but india’s contribution in global market is less than 2% Indian handicraft provides livelihood to large population of india, but there is a big challenge to connect them with urban market and as well as global market. Artisan community across rural india coming from unorganised sector and they are struggling to survive. Few of them left their traditional work and migrating to urban areas due to very less and irregular income in handicraft sector. As per the United nation’s report, there is drop down of 30% traditional artisan in India. It is very sad that artisan community lives in rural areas, who were involved in traditional handicraft work, now leaving their villages and started working as a labourer in industry.Cities are becoming more and more bigger while villages are ruined. When India is facing two major burning problems of unemployment and urbanization, a Rural Business model developed by pabiben Rabari solves the root cause and succeed to provide local livelihood while preserving traditional arts and culture. A women like pabiben, lives in remote corner of india, having no formal education, resources, design skill, business and management skill, who has been equipped with necessary skills and then she became able to handle her own business and provides livelihood to other rabari women. There is a need to develop more pabiben in rural india. Pabiben’s model should use to develop such more women entrepreneurs in rural india.

Pabiben, Rural, Business, Craft, Entrepreneur, Kaarigar Clinic, Handicraft, Kutch, Sustainable Business,

"Sustainable Rural Business Model : A Case study of Pabiben.com", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.7, Issue 3, page no.467-471, March-2020, Available :http://www.jetir.org/papers/JETIR2003371.pdf

"Sustainable Rural Business Model : A Case study of Pabiben.com", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.7, Issue 3, page no. pp467-471, March-2020, Available at : http://www.jetir.org/papers/JETIR2003371.pdf