LEVERAGING HR AND MARKETING PRACTICES TO FOSTER INNOVATION IN THE INDIAN HANDLOOM SECTOR

Purpose: The study discusses various concepts for Human Resources (HR) and marketing practices, including talent management, employee engagement and motivation, training and skill development, performance management and innovation in the handloom sector. Need for the study: The need for studying how HR and marketing practices can foster innovation in the Indian handloom sector is crucial due to the industry’s significant cultural and economic impact. Modernizing HR practices can help attract and retain young talent, ensuring the preservation and evolution of traditional skills. By promoting a culture of innovation, HR practices can drive creativity and competitiveness, addressing challenges like competition from power looms and synthetic fabrics. Effective marketing strategies can further enhance the visibility and appeal of handloom products, expanding market reach and consumer awareness. Improved HR and marketing strategies can enhance working conditions and financial stability for weavers, leading to higher productivity, job satisfaction and sustainable growth. Ultimately, this study can provide insights into achieving global competitiveness for the handloom sector. The driving truth of this study is to approach a successful dynamic critical model for the handloom sector in India. Methodology: The essential information was gathered through Google Forms and sampling methods were adopted to review the stratified random sampling. The study finalized 400 responses after excluding incomplete ones. Secondary data was collected from sources like newspapers, business magazines, industry reports, articles and textbooks. The data was analyzed using statistical software SPSS 27 and smart PLS. The study employed statistical methods such as validity checks, correlation analysis, regression analysis and Structural Equation Modeling (SEM). Findings: The review results indicate that HR and marketing practices, including talent acquisition, employee engagement and motivation, training and skill development, performance management and effective marketing strategies, significantly affect innovation in the Indian handloom sector.