Strategies for Channelizing Women Artisans as Entrepreneurs and Marketing of Handicraft Products : An Empirical Study

Authors

  •   Uma Shankar Yadav Senior Research Fellow, Department of Humanities and Social Sciences, Motilal Nehru National Institute of Technology Allahabad, Prayagraj - 211 004, Uttar Pradesh
  •   Ravindra Tripathi Associate Professor & Head of Department, Department of Humanities and Social Sciences, Motilal Nehru National Institute of Technology Allahabad, Prayagraj - 211 004, Uttar Pradesh
  •   Mano Ashish Tripathi Guest Faculty, Department of Humanities and Social Sciences, Motilal Nehru National Institute of Technology Allahabad, Prayagraj - 211 004, Uttar Pradesh
  •   Parmod Kumar Assistant Professor, Chandigarh University, Gharuan, Mohali -140 413, Punjab

DOI:

https://doi.org/10.17010/ijom/2023/v53/i11/173317

Keywords:

One District

, One Product, Women Entrepreneurship, Global Handicraft Index, Marketing Strategies, Capacity Building.

Paper Submission Date

, September 15, 2022, Paper sent back for Revision, February 13, 2023, Paper Acceptance Date, April 25, Paper Published Online, November 15, 2023

Abstract

Purpose : The study aimed to identify women’s entrepreneurship in the handicraft sector, suggest marketing strategies, and develop strategies for sustainable development and capacity building of women in this sector. When the world suffered during the COVID-19 pandemic, Indian migrant workers in other countries returned to their home countries because of job loss or cost-cutting by industry owners. In that situation, women in the handmade industry emerged as new entrepreneurs.

Research Design/Methodology : We used the descriptive research method for this study. The data were examined using a stratified random sampling technique and related tools and software, notably SPSS. The correlation and ANOVA statistical procedures were used to test the hypotheses.

Findings : Based on the data analysis and discussion, we discovered that strong methods for promoting the handicraft industry and women’s entrepreneurship could be devised to address the entrepreneurial dilemma. During a pandemic, this industry should have its own set of supported packages.

Implications of the Research : Managers, legislators, and societal progress all profited from this. The handicraft industry was established to provide jobs for women living in rural and semi-urban areas. Our research was conducted using a trim-level sample size; therefore, it was unconstrained. By promoting fairness, marketing equilibrium, and diverging marketing economies for inclusive development, the growth of the handicraft industry improved sustainability.

Originality : This study focused on women-led handicraft businesses in Indian and global marketplaces. This study was the first to include new and robust strategies.

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Published

2023-11-01

How to Cite

Yadav, U. S., Tripathi, R., Tripathi, M. A., & Kumar, P. (2023). Strategies for Channelizing Women Artisans as Entrepreneurs and Marketing of Handicraft Products : An Empirical Study. Indian Journal of Marketing, 53(11), 58–75. https://doi.org/10.17010/ijom/2023/v53/i11/173317

Issue

Volume 53, Issue 11, November 2023

Section

Articles
Crossref
Scopus
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Europe PMC

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