A New Tactical Approach for the Promotion of Mekhala Chaddor: A Study of Handloom Weavers in Baksa District, Assam

Dr. Kshamaheeta Trivedi

Abstract: The handloom industry occupies a critical position in India?s rural economy by generating employment, preserving traditional skills, and sustaining cultural heritage. Among India's diverse handloom traditions, the Mekhala Chaddor of Assam represents a distinctive cultural identity deeply embedded in the social and economic life of the region. This study examines the promotional challenges and opportunities associated with Mekhala Chaddor weaving in the Baksa district of Assam, a region characterized by its rich Bodo culture and a significant proportion of women engaged in handloom activities. Using a robust descriptive research design based on extensive secondary data, the study rigorously analyses existing promotional practices, multifaceted market constraints, complex supply chain inefficiencies, and the nuanced impact of changing domestic and global consumer preferences, particularly among younger demographics. The paper further explores the pivotal, yet often limited, role of government schemes, cooperative societies, and the immense potential of emerging digital and e-commerce platforms in promoting this traditional garment. The core findings highlight the urgent need for a sophisticated, integrated promotional framework-a Hybrid Promotion Model-that delicately balances the imperative of cultural preservation with the necessities of modern market adaptation and commercial viability. The study offers comprehensive, strategic recommendations for dramatically enhancing visibility, securing sustainable market access, and ensuring the long-term, equitable growth of the Mekhala Chaddor industry while staunchly safeguarding its inherent cultural authenticity and traditional craftsmanship.

Keywords: Mekhala Chaddor, Handloom Industry, Promotional Strategies, Rural Employment, Cultural Heritage, Sustainable Development, E-commerce, Supply Chain Management, Bodo Weavers

How to Cite?: Dr. Kshamaheeta Trivedi, "A New Tactical Approach for the Promotion of Mekhala Chaddor: A Study of Handloom Weavers in Baksa District, Assam", Volume 14 Issue 12, December 2025, International Journal of Science and Research (IJSR), Pages: 1762-1767, https://www.ijsr.net/getabstract.php?paperid=SR251218221052, DOI: https://dx.doi.org/10.21275/SR251218221052