From Ahilyadevi's Market Systems to Modern Dashboards: Marketing Analytics for Revitalizing Traditional Crafts and Women-Led Enterprises

From Ahilyadevi’s Market Systems to Modern Dashboards: Marketing Analytics for Revitalizing Traditional Crafts and Women-Led Enterprises Shamshad Ali Research Scholar, Dept. of Business Management, Maulana Azad National Urdu University, Hyderabad, Telangana Abstract India is a country with ‘unity in diversity.’ It has rich and ancient heritage of various customs, traditions, arts and crafts. Traditional crafts and women-led enterprises constitute a vital segment of India’s socio-economic landscape, yet they face persistent challenges related to market access, demand uncertainty, pricing inefficiencies, and limited scalability. Drawing conceptual inspiration from the inclusive and well-regulated market systems promoted by Ahilyadevi Holkar, this paper examines how contemporary marketing analytics can revitalize traditional crafts and strengthen women-led enterprises. Using an empirical case study of Telangana, the research analyses secondary data sourced from government portals, MSME reports, WE (Womwn Entrepreneurship) Hub publications, handloom department statistics, and institutional records. The study integrates historical market principles with modern analytics tools such as dashboards, key performance indicators (KPIs), customer segmentation, and demand forecasting. Findings indicate that data-driven marketing strategies significantly enhance market visibility, pricing decisions, inventory planning, and revenue sustainability for women-led craft enterprises. The paper contributes to management and social science literature by demonstrating how traditional economic wisdom can be effectively aligned with modern marketing analytics to support inclusive and sustainable development. Policy and managerial implications are discussed with relevance for emerging economies Keywords: Marketing Analytics, Women Entrepreneurship, Traditional Crafts, Telangana, MSMEs, Economic Empowerment