Published Paper Details:

The Indian handloom sector, a vital part of the country's cultural and economic heritage, faces multifaceted challenges due to competition from machine-made textiles, limited consumer awareness, and evolving market dynamics. Recent trends in marketing of handlooms have shifted with the advancement of e-commerce in India. This study presents a content analysis of scholarly literature from the year 2020 to 2025 to synthesize current knowledge on handloom marketing. A total of 27 peer-reviewed articles, conference papers, and reports were analyzed, focusing on four major themes: (i) challenges from machine-made goods, (ii) consumer awareness and purchase of GI-certified handlooms, (iii) marketing communication and digital adoption, and (iv) circular consumption and sustainability. Findings indicate that while digital marketing and e-commerce offer significant opportunities for market expansion, limited awareness of GI certification and sustainability practices remains a barrier to growth. The review highlights recurring patterns, contradictions, and gaps in existing research, providing insights for academics, policymakers, and industry stakeholders. By integrating thematic insights, this study contributes to a holistic understanding of the factors shaping handloom marketing and offers directions for future research and strategic interventions.