Reasons for Decline of Demand for Handloom Products and Strategies to Improve Consumer Satisfaction and Demand

Handloom products are one of the consumer products which form a part of India’s rich heritage. They
have a long history in India as they are being woven from a long time. In earlier times, when
machinery was not available to produce fabrics, consumers used to wear handloom apparel and use
handloom furnishings and made-ups for their home needs. But due to the technological
developments, market is flooded with different and innovative fabrics which are attractive and full
filling the needs of the consumers, sometimes at very low prices. Hence, this machine made, or mill
made fabrics are attracting consumers which is making them to buy more of them. Due to this, the
consumer demand for handloom products, mainly the handloom furnishings and made-ups is
decreasing. This paper tries to study the reasons for decline of demand for handloom products; and
review about some strategies that can be used to improve the consumer satisfaction and demand for
the handloom products.