Journal Press India^®

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Handloom is one of the oldest existing industries in India, which had attained a high degree of recognition in the world market for the textiles requirements through the ages. It is known for its employment potential to the rural population, product varieties and unmatched craftsmanship. After globalisation, the industry is facing variety of challenges. The present study is an attempt to review the policy initiatives and institutional framework established by the Government of India. Further the export performance of the sector is analysed. An attempt has also been made to look at the problem from a marketing perspective by using multiple regression analysis. It also suggests the export marketing strategies to the firms engaged in export of handloom goods. The growth and prosperity of such firms will ensure the prosperity of the handloom weavers, who are the most important stakeholders of this decentralised industry.

Keywords

Exports; Handloom; India; Marketing Strategy

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