Marketing strategies employed by Maniabandha handloom weavers and their impact on profitability

Abstract

This article examines the marketing strategies employed by the Maniabandha Handloom Enterprise, formed from the merger of seven Self-Help Groups (SHGs) of weavers in Cuttack district. The study investigates the impact of these strategies on profitability, focusing on the 4Ps of marketing—Product, Price, Place, and Promotion. Before the merger, the SHGs struggled with limited product variety, inconsistent quality, arbitrary pricing, restricted market reach, and minimal promotional efforts. Post-merger, the unified enterprise has diversified its product offerings, implemented competitive and value-based pricing, expanded its market presence locally and internationally, and adopted comprehensive digital and traditional marketing strategies. By analyzing these shifts, the article highlights the significant improvements in sales, customer base expansion, and profit margins, demonstrating how strategic marketing transformations have driven the enterprise’s success and sustainability.