In an era of open digital market place and increased outreach of ecommerce platforms the dynamics of conventional marketing has been witnessing a significant change. With international trade hitting a pause due to COVID 19 the prospects of business have also been recently witnessing unprecedented changes. The increased dependence of locally made products has opened up a vast gamut of opportunities for the small & medium enterprises to explore. Notions such as “Vocal for Local”, “Aatmanirbhar (Self reliant)” have started to spread its roots among the enterprising masses of the nation. Acting as a catalyst to this active and positive development which is taking place World Trade Center Bhubaneswar in association with Mission Shakti, Government of Odisha, Odisha Rural Development & Marketing Society (ORMAS) and Amazon Karigar initiated a second round of discussion on developing a marketing strategy for promotion of Odisha’s handloom and handicraft products. The webinar came up in continuation with a previously conducted online workshop on listing of such products in ecommerce platforms such as Amazon Karigar. 

Mr S.K. Jena, Director, Directorate of Export Promotion & Marketing under the Department of Micro Small & Medium Enterprises of Government of Odisha in his inaugural address spoke about the various unexplored potentials of the State. While highlighting the various support mechanisms being provided by different agencies of the Government of Odisha in promoting the handloom and handicraft products Mr. Jena urged that the artisans, weavers and the aggregators should make effective use of the government schemes and work towards enhancing the appropriate and much deserved out reach for these elite products. He shared his experience of witnessing the overwhelming response being received by products in various international forums and exhibitions where the State had participated. 

Mr Sujoy Kar, Joint CEO (Marketing) ORMAS in his address deliberated on the need for cluster development. He urged that the artisans should focus on forming clusters in order to gain enhanced visibility for their produce. He advocated that developing clusters would have a highly positive impact on the production patterns and would also help in increasing the standards to attract the international markets players. He further explained about the importance of developing attractive marketing materials such as brochures, product catalogues etc. While highlighting the scope for Odisha’s products in the global markets he cited the examples of the eco friendly products made out of sabai and golden grass.

Mr. Durga Nayak, Officer, Amazon India, made a detailed presentation on the role of Amazon in handholding the artisans and weavers. He spoke about the “Amzaon Karigar” initiative and explained in detail about the financial and non financial benefits as well as the special services offered under this window for the benefit of the artisans. 

Prof. Surya Mishra, Faculty, KIIT School of Management Bhubaneswar in his deliberation spoke about the various marketing mechanisms for promotion of handlooms and handicrafts. He further made a presentation touching upon crucial points such as the challenges in the sector, the various models and the mechanisms for choosing the appropriate marketing models, branding techniques and the marketing process to be followed.

Dr. Anita Sabat, Director, Sabat Exports Pvt Ltd and Managing Trustee, Odita Trust in her presentation highlighted the importance of gaining due identification for the products of the State. She opined that the State should strive to add concrete credentials through tools such as Geographical Indications. While sharing insights on different type of handlooms being produced across the State she advocated that it is the seller’s responsibility to ensure that the customers receive accurate information about the product being procured by them. She deliberated on the importance of attaching a proper product description to the product as this would create an identity for the product in the market and help in increasing the visibility of the product as well as enhance the demand. He also shared her experience of exploring the ecommerce platforms in her entrepreneurial journey. 

Earlier Ms. Nimeshika Natarajan, Assistant Director, World Trade Center Bhubaneswar in her address spoke about the various endeavors being taken by World Trade Center Bhubaneswar in handholding the weavers and artisans during this tough time. She also took the opportunity to welcome the esteemed speakers and shared the details on the objective of the session. Also welcoming the attending members of cooperatives, aggregators, facilitators, government societies and individual artisans and weavers she announced that “World Trade Center Bhubaneswar is open to facilitate all possible assistance and provide handholding support to the handicraft and handloom makers and that they could feel free to approach the center for help”.