Journal Press India^®

Author Details ( * ) denotes Corresponding author

Purpose:This study examines the possibilities for reviving the esteemed heritage of Bhadohi handloom, a distinguished tradition of carpet weaving in India. This paper analyses market trends, consumer behavior, and industry best practices to explore the establishment of a sustainable luxury brand that honors the heritage of Bhadohi while meeting the demands of contemporary consumers. Design/Methodology/Approach:The present paper is based on a secon dary source of information. Secondary data have been collected from published sources such as the office of the Carpet Export Promotion Council (CEPC), circulars and magazines published by various departments, and articles and case studies written and published by numerous scholars. Findings:The paper has conceptualized a strategic roadmap for the launch and successful scaling of a Bhadohi handloom brand within the modern luxury market. It underscores the importance of innovation, authenticity, and a profound respect for tradition. It may help future entrepreneurs, practitioners, and researchers, who will work to build Indian craft-based luxury brands. Research Limitations:The study provides a hypothetical framework for a Bhadohi carpet brand, which is based primarily on secondary research data. There is a need to expand the proposed idea by incorporating real time and accurate primary data regarding the craft cluster and its current state. Managerial Implications: The study suggests the need for a deeper understanding of the craft and its cluster to build upon the recommended foundation of a carpet business idea. Originality/Value: The study highlights the importance of a robust organizational structure for a craft-based luxury brand supported by relevant secondary sources of information.

Keywords

Luxury, Luxury Brand, Indian Craft, Sustainable, Brand Development, Brand Identity, Heritage, Handloom, Bhadohi, Carpet Weaving, Strategic Roadmap.

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