1.
Nilanjan Ray
– Assistant Professor, Faculty of Management, JIS University, West Bengal.
2.
Tanmoy Majumder
– Assistant Professor, Faculty of Management, JIS University, West Bengal.
3.
Priyanka Kanjilal
– Assistant Professor at the Department of Management Studies, Asansol Engineering College, West Bengal.
4.
Suraj Sharma
– Assistant Professor at the Department of Commerce, ADAMAS University.
5.
Niyasha Patra
– Assistant Professor at the Department of Computational Sciences, Brainware University, West Bengal.
Abstract
This study examines the role of Pattachitra, a traditional
visual storytelling art form of Pingla, West
Bengal in shaping livelihood configurations and
socio-economic resilience among artisans embedded
in rural craft ecosystems. In the Sustainable
Livelihoods Framework and cultural economy
theory, the research investigates multiple determinants
of livelihood well-being, including social
capital, formal support, market exposure, production
infrastructure, training, and digital adoption.
A quantitative cross-sectional research design was
adopted, utilizing a structured questionnaire directed
to a sample of 325 practicing artisans. Data
were analyzed using Structural Equation Modeling
(SEM) to assess construct interrelationships
and theoretical orientation. Measurement reliability,
convergent and discriminant validity, and
model adequacy were evaluated using Confirmatory
Factor Analysis and established psychometric
indices.
