ISSN (Print) - 0012-9976 | ISSN (Online) - 2349-8846

Articles by Annapurna MSubscribe to Annapurna M


This special issue seeks to offer a new way of thinking about the relationship between production by handlooms and market theory. The attempt is to map the trajectory of successful handloom enterprises, locating them in the context of the growth of the handloom industry as a whole. The mapping seeks to highlight certain trends and processes that typify how handlooms work with markets and market institutions. In doing so, it also offers insights into understanding marketing practices within an artisanal mode of dispersed production.

Transitioning Markets

Despite many anticipations of its decline, the resilience of the handloom market in India demonstrates an inherent quality of the product as well as the many intangible associations it carries for its customers. This article deals with different strategies used by firms to face various challenges. It also presents a different perspective in which the artisan mode of production successfully negotiates and challenges markets and the dominant mass production paradigm.

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