Abstract
The cultural heritage of communities provides the platform to achieve SDG 11. However, the heritage proponents lack the requisite financial resources for marketing purposes. There is an urgent need for marketing innovation in the form of organic marketing or zero money approach to enable the artisans to diffuse their knowledge and art to broader sections of society. This paper extensively studies Agra Heritage Walks, a company involved in spreading knowledge about the city of Agra, Uttar Pradesh, India, and its rich and diversified cultural heritage. Through in-depth interviews, the authors analyse the positive impact the organization is having on the craftsmen, artisans, and other stakeholders through their curated walks culminating in rich experiences for their patrons.