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Study of Handicraft Marketing Strategies of Artisans in Uttar Pradesh and Its Implications

Author Affiliations

  • 1Research Scholar, Faculty of Management and Research, Integral University, Lucknow, U.P., INDIA
  • 2 Dean, FMR, Integral University, Lucknow, U.P., INDIA

Res. J. Management Sci., Volume 2, Issue (2), Pages 23-26, February,6 (2013)


At present the rural producers/suppliers are struggling to market their products and services due to various reasons. The performance of the manufacturer and artisans both for financing and marketing of handicrafts is far from satisfaction. Artisans are depending on the middlemen for raw materials, finance and market for the finished products because of their illiteracy, ignorance and poverty. The success of handicrafts depends on how well the artisans can produce the articles and introduced in the market in keeping with the tastes and preferences of consumers. Industrialization in any kind of arts and crafts must be recognized by the market of consumers, through the exchange of commodities in order to make the artistic and ethnic value with a touch of innovation. This research paper is based on marketing concepts of four P’s i.e. Product, Price, Place and Promotion.


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