Integration of E-Commerce in Handloom Sector: Consumer Perspective in Odisha, India

Authors

  • Santosh Kumar Tarai National Institute of Fashion Technology, Bhubaneswar
  • K. Shailaja National Institute of Fashion Technology

Abstract

Although the demand for handloom has increased consistently, it is observed that people prefer to purchase those products only on special occasions. The clusters have traditional design intact yet, it has not gained popularity among the youth particularly of the age group of below 30-35yrs. Considering the factors affecting the technological interface between handloom clusters and the market along with an increase in the adoption of mobile technology in day to day activities during the pandemic, this research aims to provide an overview of the possibility of growth in handloom sector through E-Commerce.

Author Biographies

  • Santosh Kumar Tarai, National Institute of Fashion Technology, Bhubaneswar
    Associate Professor in Dept. of Fashion Management Studies
  • K. Shailaja, National Institute of Fashion Technology
    Student of Masters of Fashion Management, Department of Fashion Management Studies

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Published

2020-12-03

Issue

Vol. 11 No. 4 (2020)

Section

Peer Reviewed Article

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