Sustaining Family Business: Unveiling the Resilience of Majuli Potters in Assam, India

The Kumars of Salmora village in the south-eastern part of Majuli, Assam, India, are an example of a family managed business of handcrafting river clay pots. Salmora became the Kumhar village as a result of clay, which became the primary reason for the settlement of potters in the area. The hand-beaten pottery is a cottage industry of Majuli and has been passed down through generations. Currently, the policy restrictions and the dying art form have made people think about how to sustain the handicraft, their livelihoods woven around this art form, and continue their passion/skill in the given challenging situation. This makes it interesting to adopt the case research method to examine the struggle of small businesses to sustain their livelihoods, on the one hand, and the limited alternative sources of livelihood, on the other hand, thus making the survival and sustenance of the family business a challenge, where pottery was their family business for generations. The case discussion revolves around the problems, concerns and causes for the deterioration of the art forms and highlights the issues and challenges. It contributes to the resources in the emerging family business management literature and also the family businesses to strategise in similar contexts.