[ PAPER ID: 20944 ] IMPACT OF MARKETING ON HANDLOOM INDUSTRY IN ODISHA: A SPECIAL REFERENCE TO BOYANIKA

ARTICLE INFO: Date of Submission: Nov 12, 2025, Revised: Dec 07, 2025, Accepted: Dec 15, 2025, https://doi.org/10.56815/ijmrr.v4i4.2025.155-161, HOW TO CITE: Lenka Avizeet (2025). Impact of Marketing on Handloom Industry in Odisha: A Special Reference to Boyanika. International Journal of Multidisciplinary Research & Reviews, 4(4), 155-161.

Abstract

The unique traditional products of Odishan handlooms depict the strong cultural heritage of state and excellent craftsmanship of the weavers & artisans. Where Boyanika has established up shop with the intention of offering quality raw materials and marketing assistance to the Primary Weavers Coop Societies of the State. The objective of the institution is to organise and develop the Handloom industry in Odisha on a cooperative basis and to expand market for Handloom Fabrics in and outside the State. This present study has focused on marketing strategy of Boyanika and various developmental schemes for prospering of Handloom sectors in Odisha. After the analysis of marketing strategy and developmental schemes of Boyanika the present study concludes that one of the major sources of revenue collection of Boyanika is exhibition. Presently it organises many exhibitions within the state and outside the state to generate the revenue as well market the handloom products in a wider geographical segment.Boyanika has implemented various important and useful schemes of Government for the development of weavers and Handloom sector of Odisha. Among these policies MAI scheme, OFFDI and IHCDP has created much more opportunities in handloom sectors of Odisha. The increasing trend of sales, profits etc. indicates that Boyanika will run for better opportunities in near future.