An Assessment of Marketing Constraints Affecting Women Handloom Weavers in Yadadri Bhuvangiri District Using the Garrett Ranking Technique

Abstract

India's handloom sector, a vital part of the country's cultural heritage, faces challenges like market access issues, overwork, and financial stress, particularly affecting women weavers who dominate the industry. The sector's transformation through digital platforms and targeted interventions can enhance livelihood security and women's autonomy. The study aims to identify and prioritize the major marketing constraints faced by women handloom weavers in Yadadri Bhuvanagiri district and assess their severity to support better policy and market interventions. The research was conducted because persistent market constraints were limiting women weaver’s livelihoods, mainly due to their dependence on middlemen and limited market acceptance of women weavers for collaboration in selling products and purchasing raw materials. Exploratory research design. The study was conducted in selected handloom weaving villages in Yadadri Bhuvanagiri district, Telangana, during the 2025 study period. The study included 40 women handloom weavers selected through purposive sampling. Data were collected using a structured interview schedule that focused on marketing-related constraints. Respondents ranked these constraints by perceived severity. The Garrett ranking technique was applied to convert these rankings into quantitative scores for systematic comparison and prioritization of constraints. The findings revealed that limited access to larger markets was the most severe marketing constraint, with a Garrett score percentage of 76.20 per cent. Constraints related to lack of marketing knowledge, limited contacts with buyers, insufficient funds for marketing and promotion, and limited use of digital platforms shared the second rank with equal Garrett score percentages of 74.40 per cent. Gender-related differences in negotiating power, lack of awareness of market trends, and severe competition were ranked next with slightly lower but closely related Garrett score percentages of 74.20 per cent. Language barriers received the lowest rank with a Garrett score percentage of 65.38 per cent, indicating varied levels of difficulty among respondents. The study shows that marketing constraints significantly limit women handloom weavers market participation and income potential. Strengthening market linkages, improving marketing skills, expanding digital access, supporting promotional activities, and enhancing buyer networks are essential to improve marketing outcomes and livelihood security. Adopt policies that encourage market connections, wages, training, and raw supplies.