MARKETING CHALLENGES IN INDIAN TRADITIONAL HANDICRAFTS AND AESTHETIC VALUE

The handicrafts sector is important for the Indian economy as it is one of the largest employments generators and accounts for a significant share in the country's exports.The state and regional clusters contribute significantly to handicrafts export.The Indian handicrafts industry is fragmented, with more than seven million regional artisans and more than 67,000exporters/export houses promoting regional art and craftsmanship in the domestic and global markets.Handicrafts is one of the key export segments of Indian trade faced with several problems such as unorganized marketing and inadequate market information; inadequate support mechanism for product development; power interruptions and other infrastructural deficiencies inadequacy of raw material at appropriate prices; lack of mechanism for dispersal of technology or enhancing productivity; final finishing and lack of investment for fulfilling international requirements and a general poor image of the country as a supplier of quality goods with consistency.