Impact of Government Policies on Marketing Strategy of Indian Handicrafts

Abstract

The Handicrafts is an expression of a culture and tradition expressed by a craftsman. The Indian craft is conceived from the centuries where it is an endowment to praise the kings of the world. In the time machine things are not changed much, Indian Handicrafts are still seemed as valuable souvenir by the world. The underlining truth is that the India still carrying the roots of craftsmanship and craft as well. In the timeline of development and industrialization the structure of the international market after globalization literally became a global village. The products like handicraft are seemed as one of the first beneficiary of the globalization. The present study was, therefore, planned to envisage the gap in policies and schemes for marketing of Handicraft, their awareness and implementation seriousness. The outcome of the investigation has brought out the number of facts which needs to be paid attention. The results have been discussed at length with specific implications. The present study is descriptive in nature undertaken on the India wide artisans participating in the trade fairs of Madhya Pradesh. The report of the study is divided into seven chapters besides Appendices for precision and clarity.