Tradition at Risk in Amritsar’s Cottage Industry

For more than a century, chess sets have been produced by skilled artisans working within small cottage industries in Amritsar, India. These workshops became famous for hand-turned pieces, intricate knights, and the production of affordable yet finely crafted Staunton reproductions. For decades, retailers across the world relied on these craftsmen to supply their stores, and in return, the artisans built stable businesses based on consistent orders and loyal trade partnerships.

But in recent years, the industry has shifted. The very manufacturers who once relied on long-standing retail customers have begun selling directly to consumers through global marketplaces like Amazon, eBay, and Etsy. On the surface, this might appear to be progress—cutting out the middleman to offer lower prices. Yet, beneath that convenience lies a deeper problem: the erosion of trust, the collapse of long-held traditions, and the decline in perceived value of the products themselves.

The Rise of Amritsar as a Chess Hub

Amritsar’s reputation in the chess world began with small workshops where families passed down skills across generations. Craftsmen turned wood on simple lathes, carving knights by hand and producing pieces that carried individuality and charm. These sets, exported across the globe, became a mainstay for retailers who wanted quality wooden chess sets at accessible prices.

For nearly 30 years, retailers in Europe and North America supported this model. By purchasing in bulk, they ensured consistent demand, which gave the artisans stable income. In return, retailers could offer customers authentic handcrafted chess sets backed by after-sales care, guarantees, and a reputation for quality.

When Manufacturers Became Retailers

The disruption came with the rise of online retail platforms. Suddenly, Amritsar workshops discovered they could bypass traditional wholesalers and retailers altogether. By listing products directly on Amazon or eBay, they could sell straight to customers overseas, often at cutthroat prices.

On the surface, this may seem like a smart business move. But in practice, it undermines the very foundations of the industry:

• Loyalty Undermined: Retailers who supported these workshops for decades now find themselves undercut by the very suppliers they helped sustain.

• Devalued Products: By racing to the bottom on price, manufacturers erode the perception of their own craftsmanship. A set that once held prestige is now seen as a cheap commodity.

• No Standards: Without retailers setting benchmarks for quality and presentation, many sets reach consumers with inconsistent finishing, improper weighting, or poor packaging.

• Lost Trust: Customers who buy direct often receive substandard goods with no warranty or aftercare, which reflects poorly on the entire industry.

The Impact on Retailers

For loyal retailers, this shift has been more than just financial. It feels like a betrayal of trust. Retailers invested decades in building reputations, educating customers, and promoting the beauty of handcrafted chess sets. They bore the costs of marketing, branding, and customer service.

Now, those same retailers must compete against manufacturers who not only copy their product descriptions and imagery but also use the reputations retailers helped them build as leverage to go direct. The result? Retailers are squeezed, customers are confused, and the entire value chain begins to fracture.

The Erosion of Tradition

Perhaps the most damaging effect of this trend is the erosion of tradition. Chess sets were never meant to be disposable commodities. They were heirlooms, works of art, and objects of pride. When price becomes the only measure of value, everything else is lost:

• Craftsmanship becomes rushed: Time-consuming details, especially on the knight, are skipped to save cost.

• Materials are compromised: Cheaper, inferior woods are used instead of carefully seasoned hardwoods.

• Heritage is diluted: The story behind each set, the generational skills of Amritsar families, is overshadowed by mass-market price wars.

The irony is stark: by chasing short-term sales, manufacturers are destroying the very prestige that made their products desirable in the first place.

Why Customers Lose Out

From a customer’s perspective, buying direct may seem like a bargain. But the reality is often disappointing:

• Sets arrive poorly packaged, sometimes damaged in transit.

• No warranty or aftercare is provided.

• Quality can vary drastically from one order to the next.

• The value of the set plummets on resale because it lacks authenticity and provenance.

In contrast, established retailers like Official Staunton not only ensure strict quality control but also provide customer support, clear return policies, and the assurance that the set being sold matches its description. These elements add long-term value, something a cut-price online listing can never replicate.

The Need for Responsibility

The future of chess manufacturing depends on responsibility—from both manufacturers and customers. Artisans in Amritsar must recognise that long-term value lies not in undercutting but in preserving tradition, quality, and partnership. Retailers, in turn, must continue to educate buyers on why provenance, aftercare, and authenticity matter.

As customers, choosing where to buy a chess set is not just a matter of price—it is a decision that shapes the future of the craft. Supporting established, trusted retailers ensures that artisans are held to standards, that products retain their value, and that the proud traditions of chess craftsmanship endure.

The Path Forward

The future need not be bleak. There is still global demand for handcrafted chess sets, from classic Staunton chess sets to historically inspired reproductions like the Isle of Lewis chess set and finely made luxury chess sets. Retailers and artisans can still work together to meet that demand while maintaining standards of excellence.

But this requires manufacturers to step back from the race-to-the-bottom mentality of direct online selling. Instead, they should strengthen their relationships with the retailers who helped them thrive. In doing so, they not only protect their own legacy but also ensure the continued appreciation of the art of chess set making.

Amritsar’s cottage industry has been a cornerstone of the chess world for decades. Its artisans shaped the global market for handcrafted chess sets, bringing timeless beauty and playability to countless homes and tournaments. But as the industry shifts toward direct-to-consumer sales at cutthroat prices, it risks destroying its own legacy.

The future of chess manufacturing depends on a return to partnership, quality, and tradition. Without these, the craft becomes devalued, customers lose trust, and the long-standing heritage of chess sets is at risk.

At Official Staunton, we remain committed to preserving this heritage. We continue to support the highest standards of craftsmanship, offering chess sets that honour tradition while providing lasting value to our customers. In an era of uncertainty, one thing is clear: the integrity of chess manufacturing must be protected—not just for retailers or artisans, but for the game itself.