The Art of Pochampally: Declining or Reviving?

Abstract

A small village situated in the state of Telangana, Pochampally is a vibrant place where the threads and colors form an integral part of the skillful weavers’ .This handlooms is popular for the durability of the colors used in the yarn. The weaver and his family work together to earn a decent livelihood through this art. However, this industry has seen both phases of growth and decline. There have been several reasons of decline of this industry such as decrease in the number of talented weavers, low wages resulting in the mediocre standard of living. Another major drawback for decline of this industry is the lack of awareness regarding the marketing strategies among the weavers to reach the target audience. A research was carried out by interacting with the weavers to understand their perspective on various dimensions of this industry. The focus of this paper is to exhibit the creativity of the artisans of this dying art and discuss the rural marketing strategies required to ensure that this art revives to stand out in the textile market.