From Local to Global: An Empirical Study on Digital Consumer Experience with Bastar Art of Chhattisgarh Strategies

Abstract

The globalization of indigenous art forms has been significantly influenced by digital platforms, transforming local handicrafts into
globally accessible commodities. This study explores the digital consumer experience with Bastar Art of Chhattisgarh, an ancient tribal
craft known for its intricate metalwork, wood carvings, and traditional motifs. By leveraging empirical data from 1000 respondents, this
research examines the role of e-commerce, social media, and online marketplaces in promoting Bastar Art to a global audience. The study
investigates consumer purchasing behavior, trust in digital transactions, and satisfaction levels while also addressing the challenges
artisans face in adopting digital commerce. Findings indicate that while digital platforms have enhanced accessibility and visibility for
Bastar Art, concerns such as payment security, product authenticity, and logistical constraints continue to affect consumer confidence.
The study provides strategic insights into improving digital consumer experiences, empowering artisans with digital literacy, and
fostering sustainable global market integration for indigenous art forms.