The Traditional Block printed Textile Industry of India involves Craftsmen with intrinsic traditional wisdom of Natural Dyeing and Hand Block Printing using indigenous and eco-friendly substances. The port town Machilipatnam/ Masulipatnam of Krishna district is known as the birthplace of the heritage craft Kalamkari, practiced since the 15th Century. The craft is slowly getting transitioned to the use of synthetic dyes and screen printing with pigments causing hazardous effluent and adverse environmental impacts. An attempt was made to highlight the distinguishing features Machilipatnam Klamkari, the changes and evolution that the craft has experienced under the influence of modern urban markets as the artisans attempt to shift from sustainable craft tradition. Although Craft is independent of the ever-changing fashion trends, the availability of resources and craftsmen to revive traditional art/clothing is declining. This is, thereby, turning time-honoured craft Kalamkari and its styles into mere history. A survey was conducted with the master craftsmen who are into block printing of the Kalamkari cluster of Andhra Pradesh including Machilipatnam, Polavaram, Pedana, Kappaldoddi, Guduru and also block makers of that region. However the data collected from Master craftsmen and in few cases their family members, who are continuing the profession next to them had lent scope to know their awareness of craft in the past and present, their concerns and vision for the sustenance of craft. The results and findings of the survey emphasises the need for reviving the traditional craft of Kalamkari and re-establishing the skilled craft communities