Marketing Dynamics of Textiles: A Case of Handloom Products in Chittoor District

The price realized, to a great extent, depends on the marketing skills and the relationship of a handloom weaver with the society, particularly the circle of his consumers and purchasers. Hence, it could be said that the price realized by a weaver acts as a 'thermometer' to measure the level of profits and also the productivity of different inputs employed in weaving. This sale value (marketed value of the fabrics) decides the productivity and profitability and the intention of the weaver to continue in his occupation. It is true that marketing establishes an important link between production and consumption in any economy and the labour, skills, finance and investment and all vital inputs become a sheer waste if a weaving unit is not exposed to a suitable, efficient and favourable marketing environment. Particularly in weaving, the necessity of the presence of middlemen is a must; not only from the marketing point of view but also from finance point of view. It is due to the fact that a handloom weaver cannot afford to hold stocks of materials and produce the cloth for stock. If the weaver confines to the needs of his local consumers only, it is certain that he is prone to unemployment for a larger part of the year. Production of cloth is most economically organized if there are middlemen to carry the cloth and arrange for bulk display as a measure for widening the market. Hence, the marketing of handloom products occupies a pivotal role in weaving and the absence of proper and sufficient facilities to safeguard the interests of the weavers leads to the entrance and existence of middlemen and their inevitable participation in the sales of handloom products.