Exploring Consumer Awareness about Geographical Indication (GI) Handloom Products in Telangana.

The handloom sector in Telangana holds significant cultural and economic importance, particularly with its Geographical Indication (GI) certified products such as Pochampally Ikat, Gadwal Sarees, and Narayanpet Handloom. This study aims to assess consumer awareness, buying behavior, and the effectiveness of marketing strategies in promoting Telangana GI handloom products. A structured survey was conducted among 200 respondents from diverse demographics, including gender, age group, education level, and occupation. Findings reveal that while 68% of respondents are aware of GI tags for handloom products, only 60% recognize that specific Telangana handloom products have GI certification. Social media and government promotions are key sources of awareness, with 32% of consumers learning about GI handloom products through government campaigns and 26% through social media. Consumer buying behavior indicates that 42% purchase Telangana handloom products occasionally, while affordability, fabric quality, and authenticity significantly influence purchasing decisions.