Marketing of Handloom Products: A Case Study of Thenzawl Cluster in Mizoram

Authors

  •   Rama Ramswamy Assistant Professor, Department of Commerce, Mizoram University, Tanhril, Aizawl, Mizoram-796 004
  •   N. V. R. Jyoti Kumar Professor, Department of Commerce, Mizoram University, Tanhril, Aizawl, Mizoram-796 004

Keywords:

Thenzawl Cluster, Handlooms, Artifacts, Entrepreneurs, Artisans, North East India, Tribals.

Abstract

In India, the handloom enterprises are largely household-based and an important provider of rural non-farm employment. This paper is based on the mapping of Thenzawl, a village in Mizoram, which has developed as a handloom cluster. Most of the entrepreneurs in the cluster are tribal women who have chosen to be entrepreneurs in their own right, notwithstanding the number of looms owned by them. The paper has analyzed some important aspects of marketing of the micro artisan enterprises in terms of share of different products in total sales, channels of distribution, terms of payment for sales, sales promotion techniques, and extent of participation of sample enterprises in exhibitions and fairs. The researchers have offered suggestions for improving the marketing practices of the enterprises through cluster intervention initiatives to enable the cluster to sustain and grow.

Downloads

Download data is not yet available.

Downloads

Published

2012-12-29

How to Cite

Ramswamy, R., & Jyoti Kumar, N. V. R. (2012). Marketing of Handloom Products: A Case Study of Thenzawl Cluster in Mizoram. Indian Journal of Marketing, 42(12), 34–41. Retrieved from https://indianjournalofcapitalmarkets.com/index.php/ijom/article/view/37008

Issue

Volume 42, Issue 12, December 2012

Section

Articles

References

Aruna, M. (2006). “URMUL: Weaving Self Reliance.†Economic & Political Weekly, Volume XLI, Number 31, pp. 3374-76.

Das K. (2005). “Industrial Clusters in India: Perspectives and Issues for Research.†Working Paper No. 159, Gujarat Institute of Development Research, Gota, Ahmedabad, p. 7.

Durai Alexander Pravin F.R. (2005). “A Study On The Functional Problems Faced By The Handloom Cooperatives In Tamil Nadu.†Indian Journal of Marketing, Volume 35, Number 6, pp. 10 - 12.

Gopisetti Rambabu and Venkateshwarlu H. (2008). “Product Management of Self Help Groups in Andhra Pradesh- A Study.†Indian Journal of Marketing, Volume 37, No.3, pp. 30-41.

Kasturi, P.B. (2006). “The Story of Many Threads.†Yojana, July, pp. 15-21.

Kumar, A. (2006). “Increasing Competitiveness.†Yojana, July, pp. 29-33.

Mathur, N. (2006). “Rehwa: Maheshwari Handloom Weavers.†Economic & Political Weekly, Volume XLI, Issue 31, pp. 3382-84.

Modak, S. (2006). “Fab India: Weaving Customer's Dreams.†Economic & Political Weekly, August 5-11,Volume XLI, Issue 31, pp. 3367-68.

Modak, S. (2007). “Fab India- A Case Study.†Yojana, July, pp. 23-28.

NCAER (2010). “Handloom Census of India.†New Delhi, NCAER.

Niranjana, S. (2004). “Thinking With Handlooms: Perspectives From Andhra Pradesh.†Economic & Political Weekly, Volume 39, Issue 6, pp. 553-563.

Niranjana S., Annapurna M., Syamasundari B., Tummuru Latha., and Uzramma (2006). “Marketing Handlooms.†Economic & Political Weekly, Volume XLI, Issue 31, pp. 3361-65.

Rajasekar N. and Gurusamy M. (2010). “Production Problems In The Textile Industry With Special Reference To Karur District In Tamil Nadu.†Indian Journal of Marketing, Volume 40, Number 9, pp. 39-47.

Ramswamy, R., and Jyoti Kumar NVR. (2010). “Socio-Cultural Profile of Tribal Entrepreneurs in Handloom Clusters: A Case Study of Thenzawl, Mizoram.†Sedme, Volume 37, Number 3, pp. 74-85.

Sarala K.S. and Aravinda K. N. (2010). “A Study of Problems & Prospects of Sericulture In Shivamogga District, Karnataka.†Indian Journal of Marketing, Volume 40, Number 8, pp. 38-41.

Syamasundari, B., and Niranjana, S. (2006). “Valuing the Non-market.†Economic & Political Weekly, Volume XLI, Issue 31, pp. 3394-98.

Syamasundari, B. (2007). “A Fresh Look.†Yojana, July, pp. 9-14.