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The next presenter is Amit Sharma from the Gusterson School of Business. Umit's presentation is titled Resolving the Growth. Authenticity Paradox in craft based Organisation.

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What makes research interesting, in my opinion, when it has the potential to make impact As per World Economic Forum, 300 million people are engaged in craft and craft based industries, and they constantly struggle to grow their businesses 300 million people. And if my research can touch upon even a tiny fraction of those, I think it will make a huge impact. So what is Craft Craft is a humanist way to approach work. It prioritises human engagement over industrial modes of production. Craft goods are made either by hand or by hand tools, but the most important thing is the artisanal skills, and that brings to the next one. What is authenticity? Authenticity reflects qualities like real, genuine, true something is what it claims to be. But do you think authenticity is only the attribute of the product? I believe that it is more than that. It is not only the attribute of the product, but it is also socially constructed, and when I say socially constructed, it means that it is also important that the product should not only be authentic, it should also be perceived as authentic and that's where the real challenge lies. How do craft based organisations grow without impacting the perceived authenticity of their products? Because of the nature of the product is such that if you change the product a lot, if you change the process a lot, it loses the very essence that makes it craft that makes it authentic. So there has to be a delicate balance between craft authenticity, traditions and innovation. And in my research, I suggest typology of craft products and also the scaling strategies based on that. Primarily, I suggest that high craft products like Persian carpets are on coats and sweaters. They should be scaled up by scaling across the community by engaging more artisans. However, there are other products that just need to retain the core element of the craft, and those products can bring in the innovation by changing some of the material. Some of the processes, for example, hand woven fabric can still be made on the hand looms, but we can change it a little bit and use the machine made in that case, it would still retain its authenticity. So I'm confident that by adopting these scaling strategies, craft based organisations and craftsmen globally can scale their businesses without impacting the authenticity and break this vicious cycle of low growth and low income. Thank you so much.