EXPANDING OPPORTUNITIES FOR PAKISTANI TRUCK ARTISANS THROUGH A DIGITAL PLATFORM

Abstract

ruck art in Pakistan faces challenges due to a decline in clientele caused by inflation and a lack of consistent work. Artists primarily rely on word-of-mouth recommendations, leading to financial instability and pushing them towards other, potentially fleeting trends in applying their art. This situation threatens the cultural heritage embodied by traditional truck art. On top of that, famous artists who are already well-known are getting more attention than the younger artisans, up-andcoming truck art creators. However, a flourishing online e-commerce community offers a successful avenue for consistent work for these artisans. This platform can ensure not only financial stability but also wider recognition for their skills and creativity.