Marketing Determinants Influencing Retail of Handloom Products in India

Handloom is an important age old cottage industry of India, which records its presence in every part of the country with its regional specialty. It has a glorious past for its artistic products, and employment generation to rural and semi-urban population. It has been exposed to the challenges posed by the globalisation, as it has to face free market where it has to compete with power loom and mill sector of the country and imported textile products as well. This study is an attempt to review the background of retailing in India and to investigate and explore various factors which play significant role in retailing of handloom products. By using multiple regression analysis this study suggests strategies for handloom retailers. Strengthening of the retailing of handloom will ensure the prosperity of handloom weavers.