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A wholesome glimpse of handloom sector in the middle of market Radha Gobinda Das, Goutam Bar National Institute of Fashion Technology, Bhubaneshwar
A
bstract Marketing is a gamechanger in case of the handloom sector. The
middlemen have a crucial role in connecting the weaver to the consumer. The power loom has a major market share in India and have a core preference over the handloom sector, due to lack of proper marketing. The handloom retail have a smaller footfall rate usually, due to the ineffectiveness of marketing strategies. So, this report is intended to discuss the basic research problem that can have significant effect, at the end of the day. These four core players, when it comes to marketing are product, price, place and promotion related strategies. To make it easier to understand the relevance of marketing, on the basis of how the product has been assessed in the market, how the industry addresses its problems, what are the marketing strategy currently in run and why the development of handloom sector is still at stake,
discussion of what can be done. The report will include four types of marketing strategies at different levels with respect to market efficiency and effectiveness in the handloom industry. Key words: handloom, marketing, effective and efficient commercialisation Introduction The market for handloom industry is also vast, like any other market. In order to have an understanding, it has been simplified by many researchers. In order to categorise the market, we can categorise it in four different parts such as the Village market, the self-consumption sector, the market in distance which is basically the urban market and the export market. In this entire structure, the monopoly players are where the master weavers are colNOVEMBER 2020
