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The study aims to analyse the challenges faced by the Indian Handloom Sector with a special focus on the state of Uttar Pradesh before and during the COVID-19 pandemic. This study further explores the benefits of AatmaNirbhar Bharat Abhiyan for the betterment of the livelihood of the COVID-19–hit handloom weavers and allied workers.

A total of 400 handloom weavers and allied workers from ten cities of Uttar Pradesh were contacted through telephone. Descriptive statistics were applied to measure the awareness about the government welfare schemes and the benefits of these schemes. Furthermore, satisfaction and opinion of the handloom weavers and allied workers regarding the benefits and sufficiency of the funds received under these schemes have also been measured.

Based on the results, the least awareness has been noted about government welfare schemes. However, a small number of weavers and allied workers were found beneficiaries of the schemes. Additionally, the majority of the respondents were found dissatisfied with the benefits. The COVID-19 pandemic is an addendum to the plight of handloom weavers and allied workers. The measures of AatmaNirbhar Bharat Abhiyan could be used to aid weavers and allied workers to restore their lost revenue.

This study has limitations. Firstly, the research is limited to the handloom industry of Uttar Pradesh. Future researchers could consider the handloom sector of other states like Maharashtra and Andhra Pradesh, known for hand-woven clothes. Secondly, this study aims to analyse the role of AatmaNirbhar Bharat Abhiyan in improving the living conditions of handloom weavers and allied workers and not to measure the impact of the Abhiyan on handloom weavers or the handloom sector. Researchers could measure the impact in future studies. Thirdly, the authors have not applied any behavioural theory or marketing models such as the Theory of Reasoned Action or the Blackwell model, which may be applied to study the attitude of handloom weavers towards welfare schemes. This may prove to be a potential direction for future research. Additionally, master weavers and handloom cooperatives societies were excluded while collecting the data. Future researchers could consider them to examine the role of the government’s welfare schemes for uplifting the socio-economic condition of the handloom weavers, allied workers, master weavers and the business of cooperative societies. Finally, due to lockdown and travel ban, the authors were forced to limit their survey to telephone only because of which they could not get the qualitative information in full. Researchers for future studies could visit the handloom concentrated areas personally or take the help of an enumerator for data collection.

The research holds significance for the young and competent designers, handloom weavers and allied workers. Designers could work with and hire handloom weavers of Uttar Pradesh. If designers and weavers work together, it will help them restore their business and generate revenue that they have lost due to the COVID-19 pandemic. Furthermore, policymakers can collaborate with designers, which will help enhance the socio-economic condition of handloom weavers and allied workers, which has deteriorated due to the COVID-19 crisis.

The research holds significance from the point of view of exploring the challenges faced by handloom weavers and allied workers of the state of UP before and during the COVID-19 period while examining the role of AatmaNirbhar Bharat Abhiyan in setting off these challenges.

This paper aims to identify and analyze the challenges for the Varanasi handloom industry after the COVID pandemic by considering their impact on different sections of the weavers and subsequently suggest the best possible solution for the same.

A combined approach of expert opinion and in-depth literature reviews are used to identify the challenges, and a multicriteria decision-making tool is used to rank the challenges for the type of weaver.

This research provides an elaborated view of the problems faced by the handloom industry after the COVID pandemic and suggests that the success of the handloom business is subjected to the eradication of a wide number of challenges according to the type of weaver.

The findings of this research will help the policymakers to make and align their policies and strategies for the upliftment of the Varanasi handloom industry efficiently and effectively.

To the best of the authors’ knowledge, this is the first kind of study that focuses on identifying and prioritizing the barriers affecting the success of the Varanasi handloom industry after the COVID pandemic. Furthermore, the uniqueness of this research lies in its ability to study all three independent sections of the handloom industry, having different capabilities and limitations.

The purpose of this study is to assess sustainability across the handloom industry in Sri Lanka and identify opportunities for sustainable innovations supporting new markets, development of small-and-medium enterprises (SMEs) and growth in the Sri Lankan craft sector.

Using a multiple case studies methodology, 10 case studies and 37 semi-structured interviews were analysed along with the triple-layered business model canvas.

The study reveals the handloom industry to be fundamentally sustainable but with structural barriers that hinder both innovation and growth. The environmentally conscious production process and social inclusion within weaving communities are the key driving forces of sustainability in the sector; however, the structure of the industry and lack of access to markets and information act as barriers to both innovation and growth. The incorporation of design interventions, closed-loop manufacturing strategies and the encouragement of community-based entrepreneurship would support sustainability-orientated business innovation in the handloom industry.

The rapidly increasing market share for high-quality, hand-made goods indicates the potential of the creative industries to accelerate socio-economic growth. Handloom textiles is attracting growing interest in fashion markets because of increasing concern about exploitation in production, thus encouraging interest in the economic benefits of fairly traded, high quality materials and the potential contribution of handloom to sustainability in the fashion industry. The results of this study will support the handloom industry and policy-makers in developing support for sustainable innovation in the handloom industry.

This study is an effort to explore a relationship between benefits of schemes (BoS) on the job satisfaction among handloom weavers. The weavers who are engaged in this work however face lot of challenges in terms of remuneration and working conditions. The government has been immense with various schemes that cater to the work-related problems. This paper aims to understand whether work-related support can be a predictor for job satisfaction in this context.

A cross-sectional survey design was used where 335 handloom weavers randomly participated in the study. Questionnaire was administered and scale was developed and validated for the measurement of BoS by using exploratory factor analysis and confirmatory factor analysis. The effect of the benefits on the job satisfaction was investigated by using structural equation modelling on AMOS 21 platform.

The outcome suggested that the BoS significantly affects the job satisfaction and a possible predictor. This which was indicated by the value of r^2, i.e.0.38 at significance level p < 0.001.

The study suggests a method for analyzing the schemes/policies in the light of the benefits that schemes intend to deliver. This would help in making suitable modifications in the schemes order to have wider outreach and large-scale inclusion of the beneficiaries.

The study can be useful for the policymakers to further strengthen the features of the schemes. They might work in direction of inclusion of more handloom weavers in the framework of the schemes.

The effects of the work-related policies on job satisfaction is still in nascent stage, so this work is all about exploration in that area.

This study aims to explore the essence of the omnichannel in the handloom industry’s development and to identify, analyse and estimate the barriers obstructing the implementation of the omnichannel in the handloom industry of India.

A descriptive literature review and expert opinion are used to identify the barriers obstructing the successful realisation of the omnichannel in the handloom industry of India. Moreover, interpretive structural modeling and the matrix of cross-impact multiplications applied to classification are used to analyse and estimate the impact of these barriers.

This research suggests the implementation of the omnichannel is subjected to several barriers, specifically lack of government support and policies, uncertainty in business contract partners, poor reverse logistics system, etc.

This research explores the contribution of the handloom industry to the socioeconomic development of the rural and semi-urban Indian population. It also explores the need for government support for the survival and growth of the handloom industry. It also explains how omnichannel can support this industry for its survival and its overall development. Furthermore, factors inhibiting the implementation of the omnichannel in the handloom industry are identified and evaluated based on their over impact.

Non-governmental organization (NGO) intervention in poor communities using information and communication technology (ICT).

BBA, MBA courses on marketing management, social entrepreneurship, rural marketing, marketing to bottom of pyramid.

In 2009, Digital Empowerment Foundation (DEF) along with Media Labs Asia and the Ministry of Information and Communication Technology (MICT) established the Chanderi Weavers ICT Resource Centre (CWIRC) as a self-sufficient community information resource center involved in skills’ enhancement of weavers at Chanderi in Madhya Pradesh. The next three years of CWIRC resulted in an overall growth of the project with progress in the various domains of handloom industry through ICT-enabled development of weavers and weaving. The project not only aimed at the handloom industry revival and development, but also advanced in other sectors such as education, health and tourism. Osama Manzar, the DEF founder, is in a dilemma as to whether the local community of weavers in Chanderi would be able to continue with the sustainable ecosystem created in Chanderi. Is it the right time to exit Chanderi?

Issues related to the market development at the bottom of the pyramid; managing local communities and building their capabilities for marketing; marketing strategies of community marketing efforts; and key success factors for ensuring successful completion of any developmental project.

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CSS 8: Marketing.

This study aims to examine individual-specific market orientation as an innovative approach and its relationship with marketing skills among artisan entrepreneurs in India.

The study adopted an in-depth interview to explore variables, a questionnaire survey to understand their latent dimensions through exploratory factor analysis and structural equation modeling to test the relationship between constructs under study.

The interview result indicates that 20 variables explain factors affecting individual-specific market orientation with four latent dimensions: customer orientation, competitor orientation, external coordination orientation and personal selling orientation. There is a significant and positive relationship between customer orientation and personal selling orientation with the marketing skills of artisan entrepreneurs in India.

The study is confined to three southern states of India and weaving villages known for their endemic product specifications.

The study found significance in orienting artisan entrepreneurs of developing countries and equipping them with desired skills to meet the changing dynamics of the market and meet their livelihood needs. The study further supports policymaking in strengthening the capability of artisans to enter the market without mediators.

The model provides insight into other unorganized sectors to formulate innovative approaches to strengthen marketing skills and entrepreneurial ability.

As an exploratory study, examining individual-level market orientation as an innovative approach and their relationship with marketing skills among artisan entrepreneurs was unexplored in several unorganized sectors, including handlooms.

In light of the COVID-19 pandemic's economic effects, this paper focuses on how home-based women artisans running their family businesses plan their operations to function in the “new normal” environment. The paper emphasises the adaptability and reorientation of business strategies displayed by women entrepreneurs in response to the changing work environment. The paper argues that the women's sense of agency after years of running the family business enables them to bargain and offer passive resistance to the family's power, with the latter aiming to curtail their entrepreneurial gains as the men return to their homes after losing their jobs with the onset of the pandemic.

The research draws from a qualitative study that was conducted employing field surveys and in-depth interviews with the women entrepreneurs in four important handloom clusters in Nadia, West Bengal (India) in 2022. The empirical evidence is gathered from five months of extensive ethnographic study with 66 home-based women entrepreneurs belonging to 26 handloom family enterprises. Semi-structured, in-depth interviews and the following narrative analysis have been used to comprehend the complex and dynamic conception of female entrepreneurship and women's agency to pivot business strategies during the economic turmoil of the COVID-19 pandemic.

As a result of the abrupt suspension of the textile industry and the partial or total closure of the traditional and contemporary markets due to the COVID-19 pandemic, women from family handloom enterprises are taking steps to strengthen their entrepreneurial resistance. Although women entrepreneurs had spent years running the family business in the absence of their husbands, the pandemic exacerbated the deep-seated gender disparities within the family when social norms threatened to undo the hard-won progress made by them. However, their sense of agency enables them to plan well and resist the patriarchal onslaught with a variety of potentials, utilising tools of active and/or passive resistance within an environment of concrete limits and oppressions.

The paper contributes to the literature on women's entrepreneurial capacity by focusing on how the COVID-19 crisis and changing market demands enable gendered reactions in family enterprises. While men, back home after losing their jobs, choose to strengthen their individual identities and power positions by trying to retain control over the family business, women contribute to collective actions for enhancing the resilience of the community by pivoting their business strategies and implementing new ideas to suit new market conditions. Women thus play a central role in fostering social cohesion, helping build and maintain relationships, promoting empathy, and creating a sense of belonging, which strengthen community bonds and cooperation. The paper shows how women's entrepreneurial resilience and responsibility provide an important basis for organizing sustainable collective action for the survival of the artisanal community during crisis situations.

The Abdur Razzaque Ansari Memorial Weavers Hospital (ARAM) came into effect on 7 April 1996, and is dedicated to the people of Jharkhand and weavers. To deal with the issues of inequity in healthcare services, ARAM was founded for the extension of affordable healthcare services to the needy in and around the area of Jharkhand. Visualised by a great social worker and legend Abdur Razzaque Ansari, it has been successfully run by his eldest son Mr Sayeed Ahmad Ansari for 28 years. This research uses mainly a case-study approach through secondary data from the hospital website and other websites citing ARAM and its functions. Consent to use data for the study was obtained from Mr. Sayeed Ahmad Ansari. Primary information was collected through the patients who availed facilities from the hospital. They were interviewed through a semi-structured questionnaire each taking 30-40 minutes. Taken over by Medanta Group on 8 July 2015 (earlier being managed by Apollo Hospitals Group for 20 years), it is the first super speciality community hospital in Eastern India. Treating over 50,000 patients yearly with state-of-the-art medical equipment and providing discounts to lower-income groups, people from the weaver’s community, freedom fighters and members of ICSI have intrigued people from these sections for affordable treatment and facilities in and near Jharkhand. With a 200 bed-capacity, nine different disciplines and 12 departments spread across the city of Ranchi, the hospital caters to a massive population at a much-subsidised rate. Reaching out to rural villages through free medical camps and awareness campaigns, the hospital showcases how a successful model of healthcare cooperative can be replicated accordingly in similar developing and underdeveloped regions.

The purpose of this paper is to focus on the determinants of occupational choice of workers in the handloom industry in Assam and to examine the variables that influence the occupational choice of the workers.

Primary data were collected from nine handloom concentrated districts in Assam. Multinomial and binary logistic regression models are used to analyse the data of three mutually exclusive occupations of workers namely owners, weavers, and reelers.

The results from the tested empirical model show that annual income, education, access to modern technology, and family size are the significant variables that help in transforming the reelers to owners. Similarly, annual income, education, and access to formal credit are the important variables that help in transforming the reelers to weavers. Access to modern technology appears as the most important factor in the occupational shift from weavers to handloom owners.

Present study has some limitations. It considers only a few variables related to economic and socio-demographic issues. There is further scope of research incorporating more variables such as personal savings, healthcare facilities, availability of hank yarn, marketing facilities, etc. Limitation of data in the worker category helper is another finding constraint.

Such studies in the handloom sector in Assam are limited and thus the present study greatly extends the understanding of the occupational choice of the workers in Assam's handloom industry.

Previous studies on handloom industry concentrated predominantly on the economic condition of the workers using mostly multiple regression technique. The present study deviates from normal research by using multinomial and binomial logistic regressions, which analyse the likelihood of occupational shift of the workers. The findings can be generalized to other handicraft-based small industry.