1.00 Indian rupee ₹ How Business Consultancies can help in marketing the household handicrafts? Mumbai

Published date: July 16, 2020
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  • Location: Mumbai, Mumbai, Maharashtra, India

How Business Consultancies can help in marketing the household handicrafts?
The handicraft industry-
Handicrafts industry is one of the important segments of decentralized sector in India. Major parts of industry operate in rural and semi urban areas throughout the country and has potential Indian and International market with around 67000 exporters to tap the market. According to the national census of handicrafts, undertaken by the National Council for Applied Economic Research the value of handicrafts produced last year were of Rs.26,213 Crore. (BBGV16720)
This Industry provides huge employment opportunities to artisans that include women and people belonging to backward and weaker society. This is one of the major sources of income there. The Indian Handicraft Industry is a $100 billion industry worldwide. India’s contribution in world market is 1.2%. The total exports of crafts items: - Rs. 13412.92 Crore. Industry’s share in India's exports: - 1.51 %
Export of handicrafts-
Handicrafts is a labour-intensive sector with high potential of employment for poorer section of the society in rural areas. It is economically important because of low capital investment, high value addition and negligible import content and high potential for export earnings. The emergence of handicrafts sector, as one of the sources of foreign exchange earnings for the country, is evident from the data of exports of all India's handicrafts from India.
(In USD million)


Challenges faced by handicraft artisans-

• Market trend of handicraft products is decreasing.
• Higher demands are placed by foreign customers rather than domestic customers
• Opportunities for exporting are very low as they don’t receive any help from the government in exporting handicrafts products.
• In domestic markets, tourist destinations create more demand compared to other areas like local markets, temples and festivals. After tourism sector, temples and festivals create more demands.
• Quality of products has undergone distinguishable change.
• New comers use machines and modern technologies for production due to lack of proper knowledge and experience. Senior craftsmen use traditional technologies hence creating higher quality products
• Social media play a vital role on handicraft product promotions.
• Now online marketing and stores support handicraft product sales, but compared to other products, the role of digital marketing is very low
• In spite of having diversified products, some part of Indian market are still untapped and market is price sensitive.
• Products are high priced in big and metro cities, which are beyond, reach of people belonging middle and lower middle class.
• Craft producers have to compete on price, quality and delivery for different segments.
• There is poor promotion for craft products in national market.
• There is lack of awareness about new traditions and among craftsmen and there is need of technological support and training.
Impact of covid-19 on handicraft industry-
As per an initial estimate by the Export Promotion Council for Handicrafts (EPCH) the handicraft sector could suffer a loss of ₹8000‐₹10,000 crores due to the pandemic. According to the 2019-20 National Census of Handloom Weavers. there are over 31.44 lakh households engaged in weaving and allied activities These local artisans are not visible like migrant workers. They are being neglected and their livelihood is in danger. Most of the artisans come from rural India and work in an informal and precarious setup. They honour their traditions and culture; they create masterpieces that are exported over the world. Yet, their wages come nowhere close to the income that can provide them with social security.

How consultancy can help in this situation?
Due to Covid-19 many of the businesses are suffering and this is no different for Handcraft sector. Handcraft business mostly work at tourism spots or places. But amid the lockdown the tourism places are closed which has led to decrease in revenue flow. So, the question is how can a consultancy help the handicraft sector? The answer is by acting as platform provider where all your products will be marketed. A cost-effective marketing can be done through prospect marketing. A prospect is someone who has a need, desire and/or interest in what you offer. By prospect marketing handicraft businesses can reach prospects efficiently, which in turn leads to increased customer base, brand awareness and reduced marketing cost which leads to increased revenue, demand, and innovation. Some of the online strategies/tools are used to reach prospects are-Email marketing, Google Ads, social media marketing like Facebook, LinkedIn which provides custom filter
Contact Us:
Address: Unit No.450, Mastermind One - IT Park, Royal Palms, Aarey Colony, Goregaon (E), Mumbai, India 400065
Phone: +91 8097027355, +91 9137256150, +91 9222086563

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