Abstract
The main objective of the present paper is to explore the marketing of ‘tribal-based handloom products’ regarding Bodo tribe of Assam. An investigation is made to find out the Product Lines of select products and the Channels of Distribution of those products. The findings reveal that though handloom products are made from various fabrics including wool and silk, the widely used fabrics of Bodo traditional attire are cotton, mercerized cotton, and Eri silk. Four channels of distribution are also revealed from the findings. The preset paper follows exploratory research design, and primary data were collected from the weavers from the Bodoland Territorial Region, Assam through personal interviews. The biggest challenge of the handloom weavers is the time consumed in the production process and price fixation; hence, a suggestion is made to provide technological orientation and proper marketing strategies among the handloom weavers of Assam.
KEYWORDS
Handloom, Marketing, Product Lines, Channel of Distribution.
Sabitri Bala Goyary1*, Ayekpam Ibemcha Chanu2
1Research Scholar, Department of Commerce, Bodoland University, Kokrajhar-783370, Assam, India
2Professor, Department of Commerce, Bodoland University, Kokrajhar-783370, Assam, India