The handloom industry is one of the oldest and the largest cottage industry in India representing and preserving the vibrant Indian culture.Indian handloom industry demonstrates the richness and diversity of Indian culture. With over 4.3 million people directly and indirectly involved in the production, the handloom industry is the second-largest employment provider for the rural population in India after agriculture. Indian handloom products are known for their unique designs and finesse. The trend is to mix old designs with new techniques and create original products. The industry has a strong infrastructure with about 2.4 million looms of varied designs and construction, indicating significant production capacity. The concept of handloom industry includes the process of operation by hand, of a wooden structure which is called the loom. The working and functioning in the handloom sector is entirely different from that of the power loomsector. Handloom weaving involves three primary motions – Shedding, picking and beating. The handloom products produced by each region varies, as each state in India specializes in a different variety of handloom product determined by the culture of that region and the skill of the workers.The handloom industry is presently regarded as the largest economic activity in India after agriculture whuch generating and employment of 3 million through directly and indirectly.
India was the second largest exporter of handloom products in the world, with exports valued at US$ 353.9 million in 2017-18. Although,there is a considerable demand globally for handloom products. Also govt: is supporing handloom indutsry with various programs such as cluster development program, market incentive program , marketing assistance etc. The brand 'handloom' is also important in India as it has a connect with our ethnicity. Most of the domestic buyers were prefering the traditional dresses weaved in handloom. So by focusing on traditional dressing market will be the possible good way for marketing.
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