Indian artisans face low incomes due to an outdated market, with a study revealing average monthly earnings well below minimum wage. State-backed events have minimal impact; most artisans depend on intermediaries. The author argues against perpetual state protection, advocating for artisans' access to markets, capital, and technology. The state should facilitate market linkages through policy, while the private sector leads marketing and sales. This shift is crucial for unlocking economic value and bringing wealth to creators, moving beyond the 'cottage industry' mindset to empower a major economy with global potential.