Role of Social Media in Marketing of Handloom Products

The Indian handloom products have a distinct place in the world of fabrics. It provides employment for 12 million people and it is the second largest sector in the employment generation stands only next to agriculture. It provides direct employment to 6.5 million people in the country. Marketing is essential to boost the sale of handloom products. Marketing has been recognized as being central to the growth and development of the handloom industry. In last few years the idea of buying and selling has tremendously changed. The Internet has overtaken television as the largest advertising market, as banner and pop-up advertisements showcase a vast array of products and services. The total population of India is 1, 283, 810, 000. Out of which 13 % use social media and spend approximately 2 hours 26 minutes daily. The use of social media by mobile users is 57 % of total population and time spend is 2 hours 36 minutes per day. Social media marketing is one of the most important types of online marketing where small businesses are marketing their products/services and brands on social media websites like Facebook, Twitter, LinkedIn, Google+, etc. It enables individuals and communities to co-create, share, and modify content in an interactive, Internet-based environment. The use of social media in marketing can benefit the handloom industries by developing the awareness and benefits of the handloom products, reducing marketing expenses, increasing the sales, providing the details regarding the marketplace to purchase the handloom products and exposure towards handloom products. Key Words: Social Media, Handloom, Marketing, Internet, Facebook.