For too long, our craft sector has been shaped by only two forces. Extractive appropriation or well-meaning charity.

But between the extremes of business and charity, there is a mid-ground. One that enables healthy growth and prosperity for all stakeholders.

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It is important that India's cultural economy grows in this space.

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Because we don't want companies that exploit culture to make profits at the cost of our heritage, artisans or communities. But we also don't want an artisanal community that's dependent on the next grant cycle or government scheme for survival.

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PCP is helping shape a third force: profitable, responsible commerce that empowers rather than exploits, that scales heritage without diluting it.

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We need skilled artisans to craft authentic cultural products. But we also need a market-driven ecosystem to absorb their products at the right value. This is where 'cultural entrepreneurship'; can change the game. It can help preserve our heritage and empower artisans, but also bring innovation, long-term demand generation, market readiness, and scale.