• Mothukuru Dhanushavardhan

E-commerce platforms have emerged as transformative tools for empowering rural artisans and producers in India, bridging the gap between traditional crafts and global markets. With over 7 million rural artisans, this sector represents a vital yet underserved segment of India's economy, facing challenges such as limited market access, low incomes, and the dominance of intermediaries. The adoption of e-commerce has allowed artisans to showcase their products globally, ensuring fair pricing and reducing economic disparities. Government initiatives like the Open Network for Digital Commerce (ONDC) and private platforms such as Craftsvilla and India Mart have played pivotal roles in facilitating this transition. However, barriers such as digital illiteracy, inadequate infrastructure, and socio-cultural constraints continue to hinder widespread adoption. Despite these challenges, the increasing penetration of smartphones and internet access in rural areas is driving significant progress. E-commerce not only empowers women artisans but also promotes sustainable economic development by creating new income opportunities. The integration of emerging technologies like meta-commerce further enhances the potential for rural producers to thrive in the digital economy. This paper explores the multifaceted impact of e-commerce on rural India, highlighting its role in fostering entrepreneurial growth while addressing persistent challenges. Ultimately, e-commerce serves as a catalyst for inclusive development, enabling rural artisans to preserve cultural heritage while participating in global trade.

Rural Artisans, Market Access, Economic empowerment, Digital literacy, Sustainable Development, Smartphone penetration and Inclusive development.

"ADOPTION OF E-COMMERCE PLATFORMS FOR RURAL ARTISANS AND PRODUCERS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 3, page no.680-685, March-2025, Available :http://www.jetir.org/papers/JETIRGU06131.pdf

"ADOPTION OF E-COMMERCE PLATFORMS FOR RURAL ARTISANS AND PRODUCERS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 3, page no. pp680-685, March-2025, Available at : http://www.jetir.org/papers/JETIRGU06131.pdf