1Associate Professor, Department of Fashion Management Studies, National Institute of Fashion Technology (Ministry of Textiles, Govt. of India), Plot-3B, Block-LA, Sector III, Salt Lake City, Kolkata-700 098, India
2Associate Professor, Department of Fashion and Lifestyle Accessories, National Institute of Fashion Technology (Ministry of Textiles, Govt. of India), Plot-3B, Block-LA, Sector III, Salt Lake City, Kolkata-700 098, India
3Post Graduate Scholar, Department of Fashion Management Studies, National Institute of Fashion Technology (Ministry of Textiles, Govt. of India), Plot-3B, Block-LA, Sector III, Salt Lake City, Kolkata-700 098, India
*Corresponding Author E-mail: dibyendu.datta@nift.ac.in
Online published on 30 January, 2019.
West Bengal has a rich heritage of handloom weaving. From an economic standpoint, handlooms, come second only to agriculture in providing livelihood to the rural population of the State. Every district has weaving ‘clusters’, which are home to artisan communities, each specializing in specific varieties of handloom weaving. The demand and popularity of handloom products have been growing not only in our country but also around the world. Handloom fabric has a unique character which other mill made or fabric doesn't have. The present study is an attempt to understand the customer awareness about the handloom products marketed by the West Bengal State Handloom Weavers ’Co-operative Society Ltd. Popularly known as ‘Tantuja ’. The present study is descriptive in nature. The data required for the present study is collected mainly from primary sources. Convenience sampling technique was used to select a sample of 120 customers from five different stores in Kolkata city.
Consumer awareness; handloom mark, co-operative, handloom, weaving
