Creative industries are one of the major drivers in sustaining the traditional art practices. Here are some relevant resources for the creative industries and artists who are actively involved in taking their heritage products to the market. Digital stories are excellent vehicles for promotion. Take a look to the digital stories on Patachitra, Baul Fakiri music and Chau dance and mask. Here are some interesting Case Studies from India and around the world. Here are some key strategies developed for heritage-sensitive marketing and promotion. Art codes have been developed for the stakeholders who work with the traditional artist communities. We organized several webinars to bring together stakeholder for detailed discussion on:

Community Heritage, Marketing and IP protection

 IP, ICH and Sustainable Development

Promoting Heritage Products and Cultural Tourism and the role of geographical indications


This research project, Heritage Sensitive Intellectual Property and Marketing strategies: India (HIPAMS - INDIA), is funded by the British Academy's Sustainable Development Programme, supported under the UK Government's Global Challenges Research Fund 2018-2021.