Splint International Journal Of Professionals

The handloom weavers in Odisha produce a wide range of handloom products that are in special demand in national and international markets due to their quality and designs. Some of the famous designer saris are the ‘Maniabandha Saree,’ ‘Kataki Saree,’ ‘Pata Saree,’ ‘Ikat Saree,’ ‘Sambalpuri Saree,’ ‘Silk Saree,’ ‘Tassar Saree,’ ‘Bomkai Cotton,’ ‘Silky Khanduas,’ or ‘Khandua Patra,’ and ‘Gamuchha,’ along with ‘Furniture and Handicrafts.’ In the use of technology and modern life, handloom products are also traded in e-commerce. Advertisements are conducted through print/virtual platforms like Amazon, Myntra, etc., on Facebook, WhatsApp, YouTube, and different websites. Many researchers have conducted extensive research on the handloom industry and handloom products in Odisha. However, no such remarkable study has been conducted on the role of social media in promoting the marketing potential of handloom products in the Cuttack district of Odisha. The present study is based on both primary and secondary data. The size of the sample profile consisted of 100 respondents from the Cuttack district. Primary data were collected through open-ended questions and indirect interviews with 100 respondents in the Cuttack district. The secondary data were collected from various sources such as electronic journals and various reputed websites. The data collected were categorized and tabulated according to the research needs. Statistical tools like averages were used. Social media makes the products more popular by promoting them on online platforms. Thus, the demand for products made by handloom in the technology-driven society/era has been a great achievement for the handloom and handicraft sector in Odisha. Therefore, it is established that social media is playing an important role in marketing handloom products in Odisha.