Marketing challenges of handicraft retailers in changing environment Mr. Kumar Dilip*, Dr. Rajeev P.V.** *Research Scholar, Faculty Of Management Studies, Banaras Hindu University, Varanasi **Associate Professor, Faculty of Management Studies, Banaras Hindu University, Varanasi Online published on 9 October, 2014. Abstract Handicraft reflects the culture and heritage of society. Indian handicrafts are known world over for their uniqueness and as symbolizes which in true color for portrays the day to day culture of the population. Over the years the Indian handicraft sectors has been facing enormous pressure due to the advent of mechanized articles as a substitute for the traditional crafts and endangering the Indian handicraft products. The problems faced by the handicraft industry are manifold. It starts right from the procurement of the raw material due to non availability of required standard input, unavailability of skilled artisans, unawareness about the technical supports and lack of customer awareness towards the craft products. One of the major issues faced by handicraft sector is in information dissemination. This has led to a situation where customers have no information related to the craft products. The starting point of any organization should be to assess the demand and acceptability for their products. Accordingly, industries produce the products to meet the need and demand of the customer. But the Indian craft industry is in dire need of a strong marketing information system. The present paper focuses on understanding and identifying the major challenges faced by handicraft retailers. The paper is divided in to five sections in which the first section speaks the significance of the handicraft and Marketing in the changing environment of the retails sectors, which includes the different aspects of the retails shops. The next section includes the review of literature related with marketing in craft retails. The next section speaks the Objective and Research Methodology with the significance of the study. The forth section speak the data analysis and interpretation of the study of the retail sectors of the crafts industry and at the last section includes the finding and the conclusion which show the avoidable importance of Marketing in the present environment of the markets in the said industry. Top Keywords Handicraft, Retail, Marketing, Environment, Information etc. Top |