Promotion and distribution practices of handloom products with reference to Coimbatore district

Indian textile sector occupies a unique place in the world economy. The present Indian textile has been classified as modern textile mills, independent power loom, Handlooms and Garments. Of all, the handloom industry is an ancient industry and it provides employment opportunity to the large section of rural people. Through the industry offers wide employment opportunity and depicts the cultural heritage the role and significant of the industry to the national development has started declining. The industry is facing lot of problems like outdated technologies, lack of unique selling proposition, unorganized production system, insufficient working capital, weak promotion strategies, competition from power loom and mill sector etc. Hence the present study is an attempt to find out the promotion mix of handloom products with special reference to handloom weavers cooperatives society. Distribution channels are characterized in terms of number of channel level, distribution channels for handloom products are complex as the producers are scattered and mainly unorganized. Against this backdrop the present paper attempts to examine the promotion and distribution policies of the handloom enterprises. Among 120 respondance I have taken 40 respondance for the study. The data was collected from the primary source.