Role of E-Market in Marketing of Handloom Products: A Study on Cuttack District of Odisha

Abstract

Introduction: Handloom Industry provides a large number of employment to the rural and semirural people of India and Odisha. Handloom weavers of Odisha produce various handloom products, which have demands in the national and international market for their quality and design. The Handloom Industry of Odisha is one of the oldest ways to earn bread among the people. It is always remained famous for producing World famous products like “Katki saree”, “Sambalpuri Saree”, various silk sarees, Tassar Saree, Tie-dye, Bomkai Cotton, glossy khanduas, “Gamchas”, furnishing and Handicrafts. The innovative weavers, with their skillful blending of myths, faiths, symbols and imagery, provide the appealing fabric dynamism. So far as designing and techniques are concerned, it varies from double ikat (tie and dye) involving highly intricate designs woven by the Bhulia weavers of undivided Sambalpur, Bolangir, Kalahandi and Phulbani districts (such as Pasapalli, Bichitrapuri, etc.) to single ikat woven in Maniabandha, Nuapatna area of Cuttack district (Khandua designs) to extra warp and weft designs like Bomkai, the silk of Berhampur, the cotton of Khurda district, vegetable-dyed fabrics of Kotpad (Koraput district), fine count sarees of Jagatsinghpur and Tassar fabrics of Gopalpur, Fakirpur in Kendujhar district.

Odisha handlooms have a rich tradition. Its ‘Tie & Dye’ patterns are world-famous. Their Tie & Dye patterns are popularly known as ‘IKAT’. The Ikat technique is commonly known as “BANDHA” in Odisha. Handloom weavers of Odisha produce various types of fabrics such as sarees (which constitute the major component), dress materials, scarfs, dhotis, towels, other fabrics of day-today use such as wall hangings, etc. In the technologically driven society, handloom products are trading over the e-marketing/virtual platform like Amazon, Flipkart etc.

Research Gap: Numerous researches have been undertaken by researchers about the handloom Industry and handloom Weavers of Odisha. But, no such studies have been conducted on the role of e-market in the marketing of handloom products of Cuttack district of Odisha.

Objective of the Study: This paper attempt to study the role of the e-market in the marketing of handloom products in Cuttack district of Odisha.

Research Methodology: i) Nature of data: This present study is based on both primary data and secondary data.
ii) Sample Size: The sample data size consists of 100 respondents in the Cuttack District.
iii) Sources of Primary Data: Primary data have been collected through a well-defined questionnaire and direct interview methods from 100 respondents (including handloom weavers, Students, Housewife, Businessman and Academician) Cuttack District.
iv) Sources of Secondary Data: The secondary data have been collected from various secondary sources like journals, magazines, and various reputed websites. The collected data have been classified and tabulated according to the requirements of the study.
v) Statistical Tools: There are various statistical tools like mean, Chi-Square Test, Multi Correlation, Llikert 5 points scale etc have been used for the analysis and interpretation of results.

Conclusions: Handloom Products still have demand in the national and international market through E-market for their quality, price and design. The E-market is promoting the handloom products in the online platform, which leads to more popularity. Hence, the demands of handloom products in the technological era have a massive success for the Handloom Industry in Odisha. Thus, it may be concluded that the E-market has a significant role in the marketing of handloom products.