CONSUMER BEHAVIOR

The handloom industry holds a rich cultural heritage and serves as a vital sector of India’s economy symbolizing traditional craftsmanship and providing employment to millions across the country. Amid rapid industrialization and evolving consumer preferences handloom products have witnessed a dynamic transformation in terms of their market positioning and consumer demand. Chhattisgarh known for its distinctive handloom traditions such as Kosa silk and Bastar art presents a unique case for exploring consumer behavior towards these artisanal goods.