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<v Speaker 0>The next presenter is Amit Sharma from the Gusterson School

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<v Speaker 0>of Business.

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<v Speaker 0>Umit's presentation is titled Resolving the Growth.

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<v Speaker 0>Authenticity Paradox in craft based Organisation.

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<v Speaker 1>What makes research interesting, in my opinion, when it has

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<v Speaker 1>the potential to make impact As per World Economic Forum,

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<v Speaker 1>300 million people are engaged in craft and craft based

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<v Speaker 1>industries, and they constantly struggle to grow their businesses 300

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<v Speaker 1>million people.

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<v Speaker 1>And if my research can touch upon even a tiny

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<v Speaker 1>fraction of those, I think it will make a huge

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<v Speaker 1>impact.

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<v Speaker 1>So what is Craft Craft is a humanist way to

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<v Speaker 1>approach work.

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<v Speaker 1>It prioritises human engagement over industrial modes of production.

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<v Speaker 1>Craft goods are made either by hand or by hand

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<v Speaker 1>tools, but the most important thing is the artisanal skills,

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<v Speaker 1>and that brings to the next one.

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<v Speaker 1>What is authenticity?

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<v Speaker 1>Authenticity reflects qualities like real, genuine, true something is what

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<v Speaker 1>it claims to be.

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<v Speaker 1>But do you think authenticity is only the attribute of

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<v Speaker 1>the product?

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<v Speaker 1>I believe that it is more than that.

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<v Speaker 1>It is not only the attribute of the product, but

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<v Speaker 1>it is also socially constructed, and when I say socially

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<v Speaker 1>constructed, it means that it is also important that the

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<v Speaker 1>product should not only be authentic, it should also be

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<v Speaker 1>perceived as authentic and that's where the real challenge lies.

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<v Speaker 1>How do craft based organisations grow without impacting the perceived

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<v Speaker 1>authenticity of their products?

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<v Speaker 1>Because of the nature of the product is such that

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<v Speaker 1>if you change the product a lot, if you change

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<v Speaker 1>the process a lot, it loses the very essence that

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<v Speaker 1>makes it craft that makes it authentic.

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<v Speaker 1>So there has to be a delicate balance between craft

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<v Speaker 1>authenticity, traditions and innovation.

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<v Speaker 1>And in my research, I suggest typology of craft products

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<v Speaker 1>and also the scaling strategies based on that.

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<v Speaker 1>Primarily, I suggest that high craft products like Persian carpets

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<v Speaker 1>are on coats and sweaters.

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<v Speaker 1>They should be scaled up by scaling across the community

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<v Speaker 1>by engaging more artisans.

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<v Speaker 1>However, there are other products that just need to retain

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<v Speaker 1>the core element of the craft, and those products can

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<v Speaker 1>bring in the innovation by changing some of the material.

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<v Speaker 1>Some of the processes, for example, hand woven fabric can

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<v Speaker 1>still be made on the hand looms, but we can

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<v Speaker 1>change it a little bit and use the machine made

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<v Speaker 1>in that case, it would still retain its authenticity.

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<v Speaker 1>So I'm confident that by adopting these scaling strategies, craft

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<v Speaker 1>based organisations and craftsmen globally can scale their businesses without

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<v Speaker 1>impacting the authenticity and break this vicious cycle of low

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<v Speaker 1>growth and low income.

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<v Speaker 1>Thank you so much.

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