Published Paper Details:

Marketing of traditional and handmade products become very complex and strategic view to create a market for them. The Handloom industry has contributed many credits to the Indian economy with its unique and specialized work. Therefore, it is the second largest sector that provides employment for rural people after the agriculture sector and increases foreign exchange earnings by attracting the global market. However, the industry is not free from sickness and which is highest compared to other traditional and small rural-based industries. The Government of India has initiated many programs and welfare schemes to recall the historical importance even in the globalization process. The main intention behind this is to safeguard the interest of stakeholders through strategic arrangements for marketing of their final outputs. In this background, the Government has created proper backward and forward linkages to avoid hurdles in supply chain management. This paper carries important strategies developed by the Governments for appropriate marketability and parking of handloom products both in domestic and international markets. The paper is developed based on personal interviews with handloom weavers, Government officials, and respective stakeholders. However, the majority of work is being done from secondary sources of data. Finally, the paper enlightens on strategies adopted for marketing handloom products and concludes with for and against the policy measures.