Marketing of Rural Non-Farm Products: A Case Study of Handicrafts

Abstract

Marketing of rural non-farm products has been a relatively neglected area of inquiry in business management literature. But, given the present and potential importance of this sector for rural livelihoods and the emerging opportunities in terms of new markets for rural nonfarm products, it is important to understand the market dynamics and issues of this sector. This paper looks at the concept and domain of rural marketing in general and the nature and dynamics of market for handicraft products in particular, with a view to devise strategies for better marketing of these products. It is argued that the lack of marketing orientation is the major problem in this sector, besides poor backward and forward linkages. Certain marketing solutions to better attend the various segments of the handicrafts market are suggested which are based on empirical evidence.