MARKETING OF SAMBALPURI HANDLOOMS : A STUDY IN WESTERN ODISHA BY DR. KUNAL MISHRA [HARDCOVER]

The Handloom Sector is one of the largest unorganized economic activities after
agriculture and constitutes an integral part of the rural and semi rural livelihood.
Handloom weaving constitutes one of the richest and most vibrant aspects of the
Indian cultural heritage. The sector has an advantage of being less capital
intensive, minimal use of power, eco-friendly, and flexibility of small production, openness to innovations and adaptability to market requirements. It
is a natural productive asset and tradition at cottage level, which has sustained
and grown by transfer of skill from one generation to other. Handloom weaving
is largely decentralized and the weavers are mainly from the vulnerable and
weaker sections of the society, who weave for their household needs and also
contribute to the production in the textile sector. The weavers of this industry
are keeping alive the traditional craft of Different States. The level of artistry
and intricacy achieved in the handloom fabrics is unparalleled and certain
weaves/designs are still beyond the scope of modern machines. In Western Odisha , handloom is the most important household industry. The weaving population constitutes the largest section of rural labour force, next only to agriculture. The fabrics produced by weavers of this region have been enjoying a high reputation of superior craftsmanship. But despite such atraditional background, it is felt that the life style and economic standard of
weavers have not improved, in any significant way. The feeling assume further
importance in recent times, since this has been directed towards the weavers of
institutionalized sector of handloom industry in western odisha. It is expected that as weavers under cooperative for Government patronage in the form of different infrastructural assistance they should be better off economically and socially than weavers working independently.