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An Empirical Study on Marketing of Handloom Fabrics in Andhra Pradesh

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 International Journal of Innovative Technology and Exploring Engineering (IJITEE)
ISSN: 2278-3075, Volume-8 Issue-8 June, 2019

An Empirical Study on Marketing of Handloom

Fabrics in Andhra Pradesh
(A Case Study with reference to Guntur District)
J Venkata Ramana, D Hanuma Reddy, K S Venkateswara Kumar &
Ms K Sirisha

 by generating extant employment opportunities. It is

Abstract: Objectives: To understand and study the Marketing correlated with prominent communities like Devanga and
Practices adopted by the Handloom industry in Andhra Pradesh Padmasali in addition to some sub associated communities
with special reference to Guntur District.Method: Marketing of like Kamasali, Kaikala and Thogata. There are about
handloom products became very difficult because of changing
3,20,000 handlooms in operation of which most of the
tastes and preferences of customers, tough competition from
power loom fabrics, lack of support from the government and handlooms are scene in costal Andhra Pradesh. There are
other reasons. An exploratory research design is applied to more than 5 lakh families have direct involvement and 20 lakh
evaluate the Marketing procedures and practices in the study families indirectly involved and depend on the Handlooms.
area.Result: A random sample of 100 respondents (Handloom Most of the handlooms are located in Coastal area of Andhra
Marketers) in various mandals of Guntur District are identified Pradesh. The establishment of Andhra Pradesh Handloom
and issued structured questionnaire to collect primary data. Weaver's Cooperative Society Ltd. (APCO) was formed with
Appropriate statistical tools are applied to analyze the data. From an objective to provide assistance and extends services in the
the study it is observed that Majority of the marketers have an
supply of raw materials like yam, dyes, chemicals, etc., and
annual turnover of below Rs 25 lakhs in the study area. 67% of the
respondents their own funds to run the business, 11% of the arrange necessary facilities for the marketing of handloom
respondents depends on banks, 10% of the respondents borrowing products. It was the remarkable event in the history of
loans from relatives and friends as their source of finance in the handlooms in the state of Andhra Pradesh. The State of
study area. The expected profit is only 10% on handlooms in the Andhra Pradesh is stands for its shirting fabrics, block-printed
study area and Cost is the base for price fixation in the study area. fabrics and made-ups, tie-dye materials known as I-kat and
Conclusion: The handloom sector / the non-farm sector has prone saries, lungees, Batik prints, Kalamkar prints etc. Most of the
to decline trend over the years. Handloom marketers are facing Marketing functions are being undertaken by different
severe marketing problems due to the in adequate government
categories of weavers and number of marketing cooperative
assistance, globalization, Competition from power loom products
and change in customer preferences towards clothing. The societies. They also support for both the domestic and foreign
government schemes are enough to uplift the handloom industry. marketing services. There are some organizations such as
It is felt that the innovative designs of the handloom products with NHDC, Association of Corporations, ACASH, MDA etc..
unique skills of handloom weavers can improve the sales of that protects the interests of handloom weavers, providing
handlooms. opportunities to market their products, save them from the
Key Words: Handloom Industry, Handloom Weavers, Marketing, clutches of the middlemen and improving the standard of
power loom fabrics, Primary, Secondary data, Simple random living by providing enough employment opportunities and
sampling method, Statistical analysis.
facilities to them to market their products at competitive
prices.
I. INTRODUCTION
OBJECTIVES OF THE STUDY
Handloom industry is one of the major decentralized 1. To review the status of handloom industry.
traditional industries. It plays a vital role in rural economy 2. To study the business related information of
spread over in the nook and corners of the Indian sub handloom marketers
continent. The primary occupation of the people in the rural 3. To analyze the marketing of handloom fabrics.
belts of the state of Andhra Pradesh is restricted to agriculture 4. To offer suitable suggestions for the
farm. The weaving occupation has no less significant in its development of handloom industry in general
potentiality to embrace the rural lot as a basic live hood source and marketing of handlooms in particular.

II. RESEARCH METHODOLOGY

Revised Manuscript Received on June 05, 2019
Dr. J Venkata Ramana, Assistant Professor, KL Business School, K L Need of the Study
University, KLEF, Vaddeswaram, Guntur District, Andhra Pradesh, India. In these days, Handloom industry has facing numerous
Mobile: 9848896393, problems in the area of raw materials, marketing, finance and
Mr. D. Hanuma Reddy, Research Scholar, Dept. of MBA, VIT-AP
University, Amaravathi, Andhra Pradesh, India. Mobile: 9000043932, competition. The industry is primarily dominated by
Dr K S Venkateswara Kumar, Associate Professor, KL Business powerlooms and mill made
School, K L University, K L E F, Vaddeswaram, Guntur District, Andhra products faces an acute
Pradesh, India. Mobile: 9959626807, competition. Consequently,
Ms K Sirisha, Student of II MBA, K L Business School, K L
University, K L E F, Vaddeswaram.
the handloom weavers left

Published By:
Blue Eyes Intelligence Engineering
Retrieval Number H6571068819/19©BEIESP 1071 & Sciences Publication
 An Empirical Study on Marketing of Handloom Fabrics in Andhra Pradesh
(A Case Study with reference to Guntur District)

with multiple problems such as low revenue, Lack of support

from Government and its allies, Victimization / Unfair Frequency Percent
practices of middleman, non availability of updated skill
Master Weaver(M.W) 34 34.0
development techniques, severe competition from Power
looms and other mill made products etc…
In view of this, the present study attempts to understand the Trader 51 51.0
progress of handloom industry in Andhra Pradesh and also to Cooperative Society 15 15.0
analyze the above said problems related to the handloom Total 100 100.0
weavers. Identified problems of both the handloom and
industry and handloom weavers in spite the scholar and Source: Primary Data
necessitated to share and focus the study. In the study area, marketers are classified into Master
Scope of the Study Weaver, Cooperative society and Trader. From the sample of
The study broadly examines the marketing of handloom 100 marketers from the study area (Guntur District), 51% (51)
fabrics in the selected mandals of Guntur District. In this of the marketers are traders, 34% (34) of the marketers are
direction the need of the study on the marketing of handlooms Master weavers and 15% (15) of the marketers are
is being substantiated. cooperative societies. This indicates that most of the
Source of data: The data is collected from two sources (i) handloom business is done by the Traders and master weavers
primary data and (ii) secondary data. followed by the Cooperative Societies in the study area.
Primary Data: 1) Questionnaire; A Structured questionnaire Association between category of marketer and the annual
has been issued to the selected sample of 100 respondents turnover
(Handloom Marketers) in various mandals of Guntur District. H0: There is no significant association between the category of
Personal interview is also used and gather the first hand marketer and the annual turnover.
information. H1: There is a significant association between the category of
Secondary Data: The Secondary data for the study has been marketer and the annual turnover.
collected using Published reports by the government, Table – 2: Chi-Square Test
Published research papers in the reputed journals, books,
thesis and dissertation and also the Popular websites related to Value df Asymp. Sig.
the Handlooms. a
Chi-Square 18.288 6 .006
Sample Size LH Ratio 14.862 6 .021
A Sample of 100 respondents (handloom marketers) drawn
from the selected mandals of Guntur District. Linear-by-Linear 4.562 1 .033
Statistical Analysis Association
Percentages, Cross-tabulation and Chi-Square test are applied Number of cases 100
to analyze the data and to derive the valid interpretations. The Pearson Chi-Square value is 18.288 and the P Value is
Area of Study 0.006 Since 0.006 < 0.05, Reject H0 i.e., accept H1 at 5% Los.
This study was confined only to the handloom marketers in Hence there is a significant association between the category
the selected mandals of Guntur District. of marketer and the annual turnover.
Limitations of the Study Association between category of marketer and the source
1. The study is essentially a micro level limited to the aspects of finance
of the handloom marketers. H0: There is no significant association between the category
2. The information being related to the marketing of of marketer and the source of finance.
handloom fabrics through the questionnaires of the handloom H1: There is a significant association between the category of
marketers may not be obtained intact. marketer and the source of finance.
3. The personal opinions and expressions of the marketers Table – 3: Chi-Square Test
also limits the present study as it was totally based on their
experience with the societies. Value Df Asymp. Sig.
a
Chi-Square 104.611 18 .000
III. STATISTICAL ANALYSIS
LH Ratio 89.329 18 .000
There are nearly 25,000 looms in the district and nearly 90 working
Linear-by-Linear 20.027 1 .000
Handloom Co-operative Societies are functioning there at present.
Apart from the cooperative societies, a good number of Master Association
Weavers and the traders are promoting and selling the handloom Number of cases 100
fabrics in the study area.
The Pearson Chi-Square value is 104.611 and the P Value is
Table – 1
0.000 Since 0.000 < 0.05, Reject H0. i.e., accept H1 at 5% Los.
Classification of Sample Marketers Hence there is a significant association between the category
of marketer and the source of finance.
Frequency Percent Association between category of marketer and the fabric
handled
Master Weaver(M.W) 34 34.0 H0: There is no significant
association between the
Trader 51 51.0 category of marketer and the
Cooperative Society 15 15.0 fabric handled.

Published By:
Blue Eyes Intelligence Engineering
Retrieval Number H6571068819/19©BEIESP 1072 & Sciences Publication
 International Journal of Innovative Technology and Exploring Engineering (IJITEE)
ISSN: 2278-3075, Volume-8 Issue-8 June, 2019

H1: There is a significant association between the category of Association between category of marketer and method of
marketer and the fabric handled. pricing
H0: There is no significant association between the category
of marketer and method of pricing.
Table – 4: Chi-Square Test H1: There is a significant association between the category of
marketer and method of pricing.
Asymp. Sig.
Table – 7: Chi-Square Test
Value df (2-sided)
Asymp. Sig.
Chi-Square 79.720 4 .000
a Value Df (2-sided)
0
LH Ratio 75.558 4 .001 Chi-Square 38.817a 18 .003
0 LH Ratio 33.322 18 .015
Linear-by-Linear 13.106 1 .000 Linear-by-Linear 3.369 1 .066
Association Association
Number of cases 100 Number of cases 100
The Pearson Chi-Square value is 79.720 and the P Value is The Pearson Chi-Square value 38.817 and the P Value is
0.000 0.003
Since 0.000 < 0.05, Reject H0 i.e., accept H1 at 5% Los. Hence Since 0.003 < 0.05, Reject H0 i.e., Accept H1 at 5% Los.
there is a significant association between the category of Hence there is a significant association between the category
marketer and the fabric handled. of marketer and method of pricing.
Association between category of marketer and source of Association between category of marketer and preferred
raw material tool for promotion
H0: There is no significant association between the category H0: There is no significant association between the category
of marketer and source of raw material. of marketer and preferred tool for promotion.
H1: There is a significant association between the category of H1: There is a significant association between the category of
marketer and source of raw material. marketer and preferred tool for promotion.
Table – 5: Chi-Square Test Table – 8: Chi-Square Test
Asymp. Sig. Asymp. Sig.
Value Df (2-sided) Value Df (2-sided)
Chi-Square 66.219a 12 .000 Chi-Square 26.087a 16 .049
LH Ratio 58.130 12 .000 LH Ratio 27.388 16 .037
Linear-by-Linear 15.010 1 .000 Linear-by-Linear 4.386 1 .036
Association Association
Number of cases 100 Number of cases 100
The Pearson Chi-Square value 66.219 and the P Value is
0.000 The Pearson Chi-Square 26.087 and the P Value is 0.049
Since 0.000 < 0.05, Reject H0. i.e., accept H1 at 5% Los. Since 0.049 < 0.05, H0 i.e., accept H1 at 5% Los. Hence there
Hence there is a significant association between the category is a significant association between the category of marketer
of marketer and source of raw material. and preferred tool for promotion.
Association between category of marketer and margin of Association between category of marketer and sales
profit promotional activities adopted
H0: There is no significant association between the category H0: There is no significant association between the category
of marketer and margin of profit. of marketer and sales promotional activities adopted.
H1: There is a significant association between the category of H1: There is a significant association between the category of
marketer and margin of profit. marketer and sales promotional activities adopted.
Table – 6: Chi-Square Test Table – 9: Chi-Square Test
Asymp. Sig. Asymp. Sig.
Value df (2-sided) Value Df (2-sided)
Chi-Square 6.058a 4 .195 Chi-Square 39.270a 20 .006
LH Ratio 7.100 4 .131 LH Ratio 39.139 20 .006
Linear-by-Linear .274 1 .600 Linear-by-Linear 3.258 1 .071
Association Association
Number of cases 100 Number of cases 100
The Pearson Chi-Square value 6.058 and the P Value is 0.195
Since 0.195 > 0.05, Accept the H0 at 5% Los. Hence there is The Pearson Chi-Square
no significant association between the category of marketer 39.270 and the P Value is
and margin of profit. 0.006

Published By:
Blue Eyes Intelligence Engineering
Retrieval Number H6571068819/19©BEIESP 1073 & Sciences Publication
 An Empirical Study on Marketing of Handloom Fabrics in Andhra Pradesh
(A Case Study with reference to Guntur District)

Since 0.006 < 0.05, Reject H0 i.e., accept the H1 at 5% Los.  Respondents in the study area are marketing the handlooms
Hence there is a significant association between the category Sarees, Dress material shirting, dhotis, Lungies, towels and
of marketer and sales promotional activities adopted. bed sheets.
 Mostly the marketers purchase raw material from local
Association between category of marketer and provision market, in the study area.
for online sales  Most of the marketers in the study area opined that the
H0: There is no significant association between the category demand for handlooms is seasonal.
of marketer and provision f5or online sales.  The expected profit is only 10% on handlooms in the study
H1: There is a significant association between the category of area.
marketer and provision for online sales.  Cost is the base for price fixation in the study area.
Table – 10: Chi-Square Test  Direct marketing, Personal selling, Advertising, Publicity
Asymp. Sig. and Public relations are the preferred promotional tool in
Value Df (2-sided) the study area.
 Quality, Discounts, Offers are the tools of sales promotion
Chi-Square 1.144a 2 .564 in the study area.
LH Ratio 1.184 2 .553  Most of the Marketers opined that there is no provision for
Linear Association .033 1 .856 online sales in the study area.
Number of cases 100  The competition from Power loom and mill made products
is very high in the study area.

The Pearson Chi-Square 1.144 and the P Value is 0.564

Since 0.564 > 0.05, H0 at 5% Los. Hence there is no V. SUGGESTIONS
significant association between the category of marketer and
provision for online sales.  It is suggested to improve the promotional activities for
Association between category of marketer and range of handloom fabrics in the study area to increase the sales.
competition from power loom fabrics  Further, the government has to take initiatives to improve
H0: There is no significant association between the category the marketing facilities for handloom products.
of marketer and range of competition from power loom  It is further suggest the government to provide update
fabrics. technology to strengthen handloom weavers to stand on
H1: There is a significant association between the category of par with the power looms and other mill made products.
marketer and range of competition from power loom fabrics.  The Banks and other financial institutions must also
initiate for the grant of financial assistance to the
Table – 11: Chi-Square Test
handloom marketers at low rate of interest.
Asymp. Sig.  Organize handloom exhibitions and melas as a part of
Value df (2-sided) promotion activity to uplift the marketing of handloom
Chi-Square 14.838a 6 .022 fabrics.
 It is further suggested to initiate steps for the export of
LH Ratio 16.098 6 .013
handloom products to other countries.
Linear-by-Linear .854 1 .355  Further the government has to revitalize the welfare
Association services to handloom weavers by launching workshops,
Number of cases 100 seminars, free health insurance, health checkups, education
for children, training & capacity building, skill
development centers so that the quality of the output will be
The Pearson Chi-Square value is 14.838 and the P Value is
increased.
0.022
 Also the state and central governments has to take
Since 0.022 < 0.05, Reject H0 i.e., accept H1 at 5% Los.
initiatives to reduce the impact of power loom products on
Hence there is a significant association between the category
handlooms.
of marketer and range of competition from power loom
 It is very much necessary to eliminate the middleman and
fabrics.
strengthen the co-operative societies.
IV. FINDINGS
VI. CONCLUSION
There are not enough facilities to market the handloom
The handloom sector / the non-farm sector has prone to
products in the study area. The present study includes:
decline trend over the years. Handloom marketers are facing
 Most of the marketers in the study area are traders, followed
severe marketing problems due to the in adequate government
by Master weavers and are cooperative societies.
assistance, globalization, Competition from power loom
 Majority of the marketers have an annual turnover of below products and change in customer preferences towards
Rs 25 lakhs in the study area. clothing. The government schemes are enough to uplift the
 67% of the respondents their own funds to run the business, handloom industry. It is felt that the innovative designs of the
11% of the respondents depends on banks, 10% of the handloom products with
respondents borrowing loans from relatives and friends as unique skills of handloom
their source of finance in the study area. weavers can improve the
sales of handlooms. Thus

Published By:
Blue Eyes Intelligence Engineering
Retrieval Number H6571068819/19©BEIESP 1074 & Sciences Publication
 International Journal of Innovative Technology and Exploring Engineering (IJITEE)
ISSN: 2278-3075, Volume-8 Issue-8 June, 2019

handlooms stands an integral part of the heritage and

Dr. K S Venkateswara Kumar is Associate Dean
symbolizes the richness and diversity of incredible India.
(Student Affairs) and Associate Professorat
Concerted efforts have to be made through the schemes and KLBusiness School, K L University. He has 19 years of
programs for the imputes of production, productivity, and teaching and 10 years of research experience. Professor
marketing facilities for handloom products. So that the Venkateswara Kumar had published 20 research
conditions of the handloom marketers expect to raise. articles in many national and international journals. He
had presented 23 research papers at various national
and international conferences. He had received Best Teacher Award in the
REFERENCES year 2010 at K L University. He was Awarded as Best Research Paper
1. Report of the Ryan Committee, Recent Trends in the Presenter at International Conference on Indigenous Management Practices
co-operative movement, July 1958, p.138. for the research paper presented “Rural Marketing-Real Test of Marketing”
organized by Annamalai University in the year 2009. His areas of interest are
2. M.A. Victor,Co-operation in Madras State, Palani appa financial management and banking technology.
Brothers, Madras,1964,PP.203-204.
3. A .Venkateshwar Rao, Handloom Industry in India,
National Co-operative Union of India, New Delhi, 1973,
PP.24-25
4. J.D. Batra, programme for weavers’ prosperity,
Khadigramodyog, vol.23, No.6, March 1977, p.286
5. R.Srinivasan, Development of Handloom Industry,
Laghu Udyog Samachar, Vol. iv, No. 2-3,
September-October, 1979, p. 5.
6. Government of India, seventh five year plan 1985-90,
village and small scale industries, Vol. II, October 1985,
Planning commission, New Delhi, P. No .106
7. Vasant desai, “Problems and Prospects of small scale
industries in India”, Himalaya publishing house, Delhi,
1983, P.No.27
8. Government of India seventh five year plan 1985-90, op.
cit, P.107.
9. Government of India, eight five year plan report of the
sub group on handloom, development commissioner for
handlooms, ministry of textiles, new Delhi, 1989 pp.
seventh – eight and tenth.
10. Government of India, planning commission, ninth five
year plan, 1992, p.180
11. Government of India, planning commission, tenth five
year plan, 2002, p.180
12. Government of India, planning commission, eleventh
five year plan, 2007, p.192
13. Government of India, planning commission, twelfth five
year plan2012, p.132
14. Venkateshwar Rao, Apco year book 1988 progressive
press, Hyderabad 1988, p.4

AUTHORS PROFILE
Dr J Venkata Ramana, Working as an Assistant
Professor in K L Business School, K L E F (Deemed
to University) had 15 years of teaching and 10 years
of Research experience. He authored two books in
Management and published 20 research papers in
International and national journals. His areas of
interest are Marketing, Statistics and
Business Analytics. He attended and acted as a
resources person in various conferences, workshops
and guest lectures.

Mr D Hanuma Reddy , Research Scholar, Dept. of

MBA, VIT-AP University, Amaravathi also
working as an Associate Professor in Dept.of MBA,
QIS College of Engineering and technology,
Ongole. He had about 15 years of teaching and
Industry Experience. He published 15 research
papers in various national and international
journals.

Published By:
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Retrieval Number H6571068819/19©BEIESP 1075 & Sciences Publication
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