CULTURE AS A CATALYST FOR ENTREPRENEURSHIP: AN EMPIRICAL STUDY OF CULTURE-BASED ENTERPRISES IN ASSAM

Abstract

Culture-based entrepreneurship has increasingly been recognized as a viable pathway for fostering sustainable and inclusive economic development, particularly in regions endowed with rich cultural heritage. This study examines the role of culture as a catalyst for entrepreneurship in Assam, with specific emphasis on enterprises grounded in traditional knowledge systems, indigenous skills, and artistic practices. The results of the study indicate that cultural elements play a significant role in shaping entrepreneurial motivation, value creation, and market differentiation. Respondents largely perceive culture as a key source of authenticity, uniqueness, and emotional appeal, which enhances product competitiveness and strengthens regional identity. The analysis further reveals substantial participation of youth and women in culture-based enterprises, underscoring the inclusive and socially empowering nature of cultural entrepreneurship. The study identifies several structural and market-related challenges that constrain enterprise growth, including low demand, limited market access, inadequate branding and promotion, infrastructural constraints, and insufficient institutional support. The findings also reveal a statistically significant relationship between perceptions of cultural value and entrepreneurial performance. However, existing policy measures and institutional interventions remain inadequate and unevenly accessible. The study concludes that although culture constitutes a powerful entrepreneurial resource in Assam, its full economic potential can be realized only through coordinated policy initiatives, strengthened institutional frameworks, and improved market-oriented support mechanisms aimed at enhancing the sustainability of culture-based enterprises.