Chhattisgarh Handicrafts Development Board-Success through Market Coverage Strategy:A Case Study

Chhattisgarh Handicrafts Development Board (CGHDB) was created by Chhattisgarh State Village Industrial Department on 21^st July 2004 in view of providing support to the various activities related to handicrafts of the state. The Board has the sole objective of achieving all round development in the domain of handicrafts and to revive the vanishing crafts by marketing it strategically so that there will be constant progress in positioning of handicrafts in global market under the chairmanship of Major Anil Singh^*. The art of Chhattisgarh is very rich and ancient. There are numerous opportunities to work in this field for the betterment of artisans, conservation and growth of the handicrafts.

The vision and objectives of Chhattisgarh Handicrafts Development Board are to provide a sound platform for handicrafts of the state at the national and international level and to improve the financial condition of the artisans.

This case study anlysises the importance of handicraft industry for Indian economy in terms of employment creation, share of GDP and its global market. A SWOT analysis of Indian handicraft industry is also done in the paper. In this backdrop, needs for support system for Chhattisgarh handicraft industries to make it globally competitive was analyzed and role of Chhattisgarh Handicrafts Development Board in supporting the state handicraft industry has been focused.