Current Challenges in Digital Branding & Promotion of Banarasi Textiles

Abstract Banarasi weaving, originating from Varanasi, integrates spiritual symbolism and artisanal excellence, yet existing research has overlooked contemporary reinterpretations of sacred motifs in a globalised context. This study investigates the spiritual and cultural dimensions of Banarasi textiles, highlighting the craft's significance amid challenges like mechanisation and the need for sustainable practices. Utilising qualitative methods, including interviews and focus groups with various stakeholders, the research examines the interplay between spirituality, cultural identity, and sustainability. It positions Banarasi weaving as a medium for cultural memory, aligning traditional practices with Sustainable Development Goals. The findings aim to guide preservation efforts and promote the Banarasi handloom industry as a model of sustainable craftsmanship, emphasising ethical marketing and collaborative stakeholder engagement. Keywords: Banarasi Weaving, Spiritual Symbolism, Cultural Identity, Sustainability, Artisanal Heritage, Stakeholder Engagement