A study on consumer awareness about handloom products with special references to Jorhat district

The handloom industry contributes significantly to the national economy. Because of its connections to sensitive and significant industries like agriculture, the handloom sector has enormous significance in the agrarian economy. It offers an accessible marketplace for agricultural production because it uses products from agriculture as raw materials. This implies that the significance of handlooms is well recognized in an economy where the majority of people depend on the agricultural sector for their income. Additionally, it employs a large number of women, fulfilling its role in empowering women. Given the great significance of the handloom industry, it is reasonable to wonder why this specific sector is dealing with so many challenges. Recent years have seen an acceleration of the issues that craftsmen face. Numerous handloom units have closed as a result, which has led to widespread unemployment. The current study aims to analyse consumer awareness when purchasing and utilizing handloom products in this context. In addition, the study investigated the various aspects that affect handloom buyers' purchasing decisions.