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STUDY OF KHADI AND HANDLOOM INDUSTRY OF ANDHRA PRADESH, INDIA.FOCUS ON MARKETING STRATEGIES AND CONSUMERISM

SARVANI VADDI, M.Sc.Prof. B. BALAKRISHNAIAHINTRODUCTION

In India hand weaving of textiles, is the largest artistic activity in the talentedtraditional art sector providing direct and indirect employment to about 2.5 Crore of weaving persons, along with families as a way of living, next to agriculture, both interms of employment and value of output. Handloom sector occupies a place of eminence in preserving the country’s heritage and culture and plays a vital role in theeconomy of the country. The share of employment provided by the Handloomindustry in the total decentralized sector is about 5.5 percent, contributing about 22 per cent of the total production of the textile industry. The exports of cotton Khadi andHandloom products during the last decade were worth of about Rs.1491 Crores. As per handloom census, the total numbers of the looms in the country are 38.90lakhs,out of which 36.90 Lakh looms are owned by household and 2.0 Lakh by non-household units. About 102 Lakh weavers, both full time and part- time are engagedin this sector. On an average 60.29 per cent of the weavers are women while the percentages of weavers belonging to Scheduled Caste are 12.5% and ScheduledTribes are 20.05 per cent engaged in weaving as a livelihood. Average production per loom per day is 5.12 meters and average wage earning per month per household is Rs.715/-only. About 20.28 percent of the full-time weavers are coveredunder the cooperative fold. (Annual survey of industries on employment (2006-07)

The specific objectives of the study were:

1. To study the structure and present day scenario of the Khadi and Handloomin the state of Andhra Pradesh.2. To assess the role of the Government, Non-Government and other organizations working in the Khadi and Handloom industry.3. To study the working conditions and socio-economic status of the weavers of thesector.4. To study the present marketing strategies and distribution channels of the Khadiand Handloom industry

Department of Clothing and Textiles, Faculty of Home Science, TheM.S.University of Baroda, Vadodara-390 002.

STUDY OF KHADI AND HANDLOOM INDUSTRY OFANDHRA PRADESH, INDIA-FOCUS ON MARKETINGSTRATEGIES AND CONSUMERISM

BY SARVANI VADDI, M.Sc.

.5. To analyze the consumer awareness and consumer behaviour towards Khadiand Handloom products6. To study the linkages between the producers, traders and consumers of theKhadi and Handloom sector.

PURPOSE OF THE STUDY

Though copious secondary sources helped to understand the structure of Khadiand Handloom industry of Andhra Pradesh, a holistic study of the industry covering both Khadi and Handloom sector has not been come across specifically with respectto marketing strategies and consumerism. The researcher felt the need to study boththe Khadi and handloom sectors focusing all the three elements of the sectors namelyweavers, retailers/wholesalers and the consumers under one umbrella in order tounderstand the industry as a whole.Therefore, the present exploratory research was carried out during the yearsfrom 2000 to 2007 in the State of Andhra Pradesh, India.

METHODOLOGY

The methodology adopted was multi-dimensional microlevel exploratory study, asdetailed below.1. Study and understanding of all the ten five-year plans, reports of differentcommittees and research works by different university scholars focusing Khadi andHandloom sectors.2. Various Government and Non-Government Organizations were visited personally, to understand their structure and role in Khadi and Handloom sector.Opinions of higher officials were taken to better understand the sector.3. A pilot study was conducted at silk nagar of the Nalgonda district whichhelped to pre-test the interview schedules of weavers, wholesalers/retailers andconsumers. A sample of 12 in each category was taken for pilot study.4. A sample of 14 traditional Khadi units and 14 traditional Handloom unitswas selected and field visits were conducted in 3 regions of Andhra Pradesh. i.e.Andhra (or Circar), Rayalaseema and Telangana regions. Purposive samplingtechnique was used to select the places. Production centers with concentration of traditional weavers were selected. Profiles of these units were studied. Success andfailure parameters of the units were noted down.

STUDY OF KHADI AND HANDLOOM INDUSTRY OFANDHRA PRADESH, INDIA-FOCUS ON MARKETINGSTRATEGIES AND CONSUMERISM

BY SARVANI VADDI, M.Sc.

5. Case studies of the 14 weavers were taken for qualitative analysis.Complete data as per questionnaire could be pooled from 14 centers only with asample size of 12 from each centre covering 336 weavers and pooled for statisticaltesting.6. The traders-retailers and wholesalers of the centers were interviewedthrough structured interview schedules. A total of 336 Retailers / Wholesalers wereinterviewed through purposive sampling. They included the Master weavers,Government Khadi Bhandars, Private and Non-Government Organization’s Retailoutlets, and such a primary data was pooled and quantified to statistical testing.7. The consumers of all age groups from different cosmopolitan cities andtowns were interviewed through interview schedules. A total sample of 336 personswere interviewed which also included domestic consumers from the productioncenters.The study was conducted in various districts of Andhra Pradesh. Sampling techniqueused for the selection of districts and co-operative societies was based on variouscriteria. Purposive sampling technique was used for selecting the traditional weavingcenters with a basic knowledge of specific identity for their products which are thecharacteristic of Andhra Pradesh state. The Khadi institutions and Handloom centresunder the study were presented along with their locations

STUDY OF PROFILES:

Apart from the quantitative data, the profile study was made for all the abovecenters covering the origin, financial input, size of the units, designs and products, production levels, quality testing, marketing channels etc.

INDIVIDUAL CASE STUDIES:

A structured case study schedule was implemented covering the following parameters, apart from the quantitative data to better understand the real life situationsof the weavers.

DESCRIPTION OF TOOLS USED:INTERVIEW SCHEDULE FOR THE SELECTED WEAVERS

The Interview Schedule for the selected Khadi and Handloom Weaversconsisted of (45) Forty five questions in total under eight heads.

INTERVIEW SCHEDULE FOR THE SELECTED WHOLESALERS /RETAILERS

STUDY OF KHADI AND HANDLOOM INDUSTRY OFANDHRA PRADESH, INDIA-FOCUS ON MARKETINGSTRATEGIES AND CONSUMERISM

BY SARVANI VADDI, M.Sc.

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Category:	Research > Arts & Architecture
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Upload Date:	06/23/2009
Copyright:	Attribution Non-commercial
Tags:	Market Consumer Retailer sarees handloom khadi traditional wear dhotis master weaver Market Consumer Retailer sarees handloom khadi traditional wear dhotis master weaver (fewer)