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

Introduction: Handloom Industry provides large no. of employment to the rural and semi-rural people of India as well as Odisha. Handloom weavers of Odisha produce various handloom products which have demands in national and international market for their quality and design. The Handloom Industry of Odisha is one of the oldest way to earn bread among the people. It is always remained famous in 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 skilful blending of myths, faiths, symbols and imagery provide the fabric appealing 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, silk of Berhampur, 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 to day use such as wall hangings, etc. In the technological driven society, handloom products are also trading over the e-marketing/virtual platform like by Amazon, Flipkart etc.; Research Gap: Numerous researches have been undertaken by researchers about handloom Industry and handloom Weavers of Odisha. But, no such studies have conducted on role of e-market in marketing of handloom products of Cuttack district of Odisha. Objective of the Study: This paper attempt to study therole of e-market in marketing of handloom products of 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 100respondents in the Cuttack District.; iii)Sources of Primary Data:Primary data have been collected through well-defined questionnaire and direct interviews methods from 100respondents (including handloom weavers, Students, Housewife, Businessman and Academician) of the Cuttack District.; iv)Sources of Secondary Data:The secondary data have been collected from various secondary sources like journals, magazines, and from 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,Llikert5 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 popular. Hence, the demands of handloom products in the technological era have the massive success for the Handloom Industry in Odisha. Thus, it may concluded that the E-market have the significant role in marketing of handloom products.