This paper explores how the shift in consumer behaviour towards eco-friendly and sustainable consumption is creating a favourable market scenario for strengthening the languishing handloom and handicraft sectors in India. It highlights the consumer readiness towards accepting these products as a part of their lifestyle. However, the handloom and handicraft sectors also need to incorporate changes and adapt to the tastes and preferences of the consumers to become a viable self sustaining business and a continuous source of livelihood generation while preserving the heritage skills and ethos of the sectors.

KEYWORDS: Eco-Friendly, Green Economy, Conscious Consumption, MSMEs.