ZENITH International Journal of Multidisciplinary Research
Year : 2015, Volume : 5, Issue : 10
First page : ( 166) Last page : ( 176)
Online ISSN : 2231-5780.

Perception of artisans on existing marketing strategy for promotion of Indian Handicrafts

Jain Rahul*, Dr. Sharma Sanjay**

*Assistant Professor, IIMR, Indore (MP) India

**Assistant Professor, IIMR, Indore (MP) India

Online published on 22 January, 2016.

Abstract

India is one of the important suppliers of handicrafts to the world export market. The Indian handicrafts industry is highly labor intensive cottage based industry and decentralized, being spread all over the country in rural and urban areas. To measure the impact of government policies the study is followed by the data revealing current status of Indian Handicraft export market and inland market of Handicrafts. This paper attempts to present an overview of perception of Artisan on the exiting marketing strategies for the promotion of various Government Schemes and policies for Indian handicraft. The analysis is fully based on data from the Artisans, Retailers, Handicraft bodies and Export agencies of both private and public sectors. The data attained supports in analyzing the market scenario of Indian Handicraft, its rise and fall in previous years. As for the detail analysis data is being searched by country wise figures and their Handicrafts policies. The study is based on facts and figures obtained from various primary and secondary sources. The data was collected using a structured questionnaire. The collected data has been transcribed in long sheets and tables and further analyzed with the help of statistical techniques. The findings of study indicate that the overall perception of artisans towards the policies concluded that Handicraft bazaar or Fair/Melas are somehow benefitting the artisans, but in totality there is no significant impact found of Government marketing support and policies.

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Keywords

Artisans, Government Schemes, Indian Handicraft, Marketing Strategies, Perception.

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