The IUP Journal of Marketing Management
E-Marketing Strategy: A Qualitative Study for Manipur's Handloom and Handicraft Sector

Article Details
Pub. Date : May, 2021
Product Name : The IUP Journal of Marketing Management
Product Type : Article
Product Code : IJMM30521
Author Name : Muskan Garg, Mansi Gupta and Rakesh Mohan Joshi
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 13



Handcrafted goods are not only cultural symbols but also the backbone of the economy. Handicrafts and handlooms from Manipur are renowned world over for their craftsmanship. This study attempts to identify the challenges faced by the various value chain stakeholders of the Manipur handloom and handicraft industry. The study has adopted a qualitative approach to collect and summarize the findings. Building on the challenges, the study has developed an e-marketing strategy for the upliftment of the sector.


Handicrafts involve making a product of aesthetic value with hands or using basic hand tools, while handlooms involve weaving a fabric with hands or basic looms. Indian handicrafts include wooden handicrafts, clay and pottery, jute, leather, metal handicrafts, bamboo, cane, bone, horn and stone craft. The process includes acquiring raw materials which are generally natural and processing them to produce products which can be used for decorative purposes or for day-to-day work. Handloom products are best known for their eco-friendly nature. The world is concentrating on 'green technology', 'green products' and 'social business concept' to save the struggling world, where 'handloom technology' could be the best 'green technology' to fulfill the basic needs of human, i.e., clothing. This sector is an important channel for balanced sustainable economic growth. (Abrar, 2012).


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