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.
