This conceptual study examines how women entrepreneurs can use digital marketing to build and sustain enterprises based on Chinnalapatti Sungudi sarees, a hand-crafted tie-and-dye cotton textile of Tamil Nadu that belongs to the Geographical Indication (GI) tradition of Madurai Sungudi. Using a theory-driven conceptual design, the paper integrates the Technology Acceptance Model (TAM) and the Resource-Based View (RBV) with secondary evidence from peer-reviewed literature and official sources on women’s entrepreneurship, digital marketing in micro and small enterprises, and handloom and craft marketing. The study proposes an integrated framework in which women entrepreneurs’ perceptions of usefulness and ease of use, together with their digital marketing capabilities, shape the adoption of five strategy clusters: social media marketing, content marketing and digital storytelling, WhatsApp Business, influencer and community marketing, and e-commerce. These strategies are expected to improve brand awareness, sales growth, customer retention and business expansion through two mediating mechanisms, customer engagement and market reach. The relationships are conditioned by digital skills, connectivity, finance, family and social support, and trust and security concerns. Seven testable propositions are advanced. To the authors’ knowledge, the paper is among the first to bring a gender-aware, capability-based view of digital marketing to a GI-protected Indian textile craft. It offers entrepreneurs, cooperatives, platforms and policymakers a structured basis for capability building, and it provides a measurement agenda for future empirical work.