Abstract

There is very enormous demand for the tribal craft products of Chhattisgarh (Bastar) also known as Bastar Art Products world- wide and domestically. Irrespective of this all these craft works hold a huge appeal among the consumers from abroad , also despite of this the weak condition of living of these artisans is persisting since a very long time as its difficult for them to earn ample amount to conduct their living due to the presence of intermediaries in the distribution channel. These intermediaries buy the final finished goods from the tribal craftsmen and sell it to higher end customers at a price which is sixty times more than the actual cost of product. Customers and art lovers especially from foreign countries are willing to pay any price for these artifacts but at the same time the tribal artisans lack proper channel for promoting these products and elevating the extent of these tribal crafts due to lack of education and this is the reason why they are not aware of the government schemes for their benefit. This paper aims to consider the tribal art form of Bastar region and its sections to analyze the current marketing techniques utilized by the organizations and impact of these techniques on sales of these craft works.

Description