Thumbnail Image

Theses

Browse

20141
Reset filters
Subject: Agribusiness Management × End date: 2017 × Start date: 2010 × Thesis Type: M.Sc ×
Reset filters

Search Results

Now showing 1 - 1 of 1
  • Thumbnail Image
    ThesisItemOpen Access
    Marketing strategy for woolen handmade carpets produced in Pithoragarh district of Uttarakhand
    (G.B. Pant University of Agriculture and Technology, Pantnagar - 263145 (Uttarakhand), 2014-10) Pant, Satish Chandra; Pandey, Mukesh
    Woolen handicraft is a traditional skill in the Pithoragarh district of Uttarakhand and has been vertically passed on for generations. Location of the district viz. high altitude, mountainous terrain, cold climate but excellent sunshine provides ideal conditions for rearing of animals like sheep, Angora rabbits and Pashmina goats. This creates an environment, which permits extraction of finest quality of wool. The major advantage of this sector is its enormous employment potential despite low investment of capital. However, the industry is far behind to tap this opportunity. Dispersed and unorganized woolen handicraft industry of Pithoragarh district facing stiff competition in the competitive market. In Pithoragarh district weavers produces a lot of woollen craft per year, yet the socio economic condition of the weavers continues to be poor. Several challenges faced by weavers are responsible for this poor economic condition. The woolen carpet business needs special consideration on improving availability of requisite quality and quantity of raw material, wool processing, grading, design improvement, strengthening of marketing arrangements and mobilizing institutional finance for growth of this industry. As far as the distribution and promotion is concern, due to growing purchasing power of consumers, foray of new retail formats like supermarket, hypermarket and shopping mall, there has been new doors open for the woolen carpet industry of Pithoragarh district of Uttarakhand. In addition, there is an urgent need to bring new technologies to empower the artisans. This research is as such, aimed at studying the problems faced by the woolen handmade carpet industry of Pithoragarh district of Uttarakhand, the marketing-mix adopted, various challenges faced by weavers/artisans, consumers insights about the carpet and also is an attempt to recommend suitable business strategies.