Guthali

Guthali - challenges in marketing Indian handicrafts and handloom
Summary: The handicrafts and handloom industry in India, including the traditional Guthali
weaving technique, is facing challenges in marketing their products. The Guthali artisans, who are
predominantly women from rural areas, face difficulties in accessing markets, getting fair prices for
their products, and competing with cheaper machine-made products. The protagonist of the case is a
non-profit organization that aims to support and empower Guthali artisans by improving their
marketing and distribution capabilities.
Problems:
 Lack of awareness and understanding of Guthali weaving technique among the target audience.
 Limited market access and distribution channels for Guthali products.
 Low profitability for artisans due to the middlemen's involvement in the value chain.
 Competition from cheaper machine-made products.
Problem statement: How can the non-profit organization support Guthali artisans in improving their
marketing and distribution capabilities to increase profitability and market access for their
handicrafts and handloom products?
Criteria:
 Effectiveness in increasing market access and sales.

 Affordability and feasibility of implementation.
 Ability to generate higher profits for artisans.
 Sustainability and impact on the environment.
 Preservation and promotion of traditional Guthali weaving technique.
Alternatives:
 Developing an online marketplace for Guthali products to reach a wider audience.

 Collaborating with established retail stores and brands to showcase Guthali products.
 Offering training and resources to Guthali artisans to help them market and sell their products
independently.
 Reducing the role of middlemen by setting up direct trade relationships with buyers.
 Launching a marketing campaign to increase awareness and understanding of Guthali weaving
technique among the target audience.
Evaluation of alternatives:
Alternative 1: Developing an online marketplace for Guthali products to reach a wider

audience
Pros: This alternative has the potential to reach a wider audience, increase sales and profits, and
promote the traditional Guthali weaving technique. It can also provide a direct channel for Guthali
artisans to sell their products, reducing the role of middlemen in the value chain. Furthermore, an
online marketplace has a low environmental impact and can be easily scaled up to reach a larger
audience.
Cons: Developing an online marketplace may require significant resources and expertise, such as
website development, digital marketing, and logistics management. Additionally, some Guthali
artisans may lack the necessary technology and digital literacy to effectively use the platform.
Alternative 2: Collaborating with established retail stores and brands to showcase Guthali
products
Pros: Collaborating with established retail stores and brands can provide Guthali products with
greater visibility and exposure to a wider audience. It can also help build brand recognition and trust
for Guthali products.
Cons: This alternative may not be as effective in generating higher profits for Guthali artisans, as the
retail stores and brands may charge a commission or set a lower price for the products. Additionally,
Guthali artisans may have limited control over the marketing and promotion of their products.
Alternative 3: Offering training and resources to Guthali artisans to help them market and sell
their products independently
Pros: This alternative can help empower Guthali artisans by providing them with the skills and
knowledge needed to market and sell their products independently. It can also help reduce the
dependence on middlemen and increase profits for the artisans.
Cons: Providing training and resources may require significant resources and expertise, and may not
be feasible for all Guthali artisans. Additionally, some Guthali artisans may still face challenges in
accessing markets and distribution channels.
Alternative 4: Reducing the role of middlemen by setting up direct trade relationships with
buyers
Pros: This alternative can help increase profits for Guthali artisans by eliminating the middlemen's
commission and enabling them to sell their products at a fair price. It can also help build long-term
relationships with buyers, leading to more sustainable market access.
Cons: Setting up direct trade relationships may require significant time and resources to establish, as
well as the necessary expertise to manage logistics and payments.
Alternative 5: Launching a marketing campaign to increase awareness and understanding of

Guthali weaving technique among the target audience
Pros: This alternative can help increase awareness and demand for Guthali products, as well as
promote the traditional weaving technique. It can also build a stronger brand identity for Guthali
products.
Cons: Launching a marketing campaign may require significant resources and expertise, such as
hiring marketing professionals and producing marketing materials. Additionally, it may not
necessarily translate into increased sales and profits for Guthali artisans if market access and
distribution channels remain limited.
Decision: After careful consideration of the criteria and alternatives, we recommend implementing
alternative 1: developing an online marketplace for Guthali products to increase market access and
sales. This alternative is effective in increasing market access, affordable and feasible to implement,
has the potential to generate higher profits for artisans, and promotes the preservation and promotion
of the traditional Guthali weaving technique. It also has a low environmental impact and can be
easily scaled up to reach a wider audience. As the protagonist of the case, the non-profit organization
can take the lead in establishing the online marketplace and collaborating with Guthali artisans to list
their products and manage the platform.

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Guthali - challenges in marketing Indian handicrafts and handloom

 Effectiveness in increasing market access and sales.

 Developing an online marketplace for Guthali products to reach a wider audience.

Alternative 1: Developing an online marketplace for Guthali products to reach a wider

Alternative 5: Launching a marketing campaign to increase awareness and understanding of

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