MARKETING OF THE HERITAGE PUGUR HAND EMBROIDERY ART IN INDIA
pp.956-969
This research was conducted in order to examine the socio-economic conditions and the problems of marketing of the PUGUR Hand embroidery of the Toda tribal women in the Nilgiris Hills towards marketing their embroider woven on garments, that being a famous unique work represented as a heritage art and has received the award of GI status (Geographical Indication) by the Government, on the Queen of the Hills, (Nilgiri Hills) Tamilnadu, South India. The results indicate that sample respondents being tribal women who live inside the forest area on the top elevation of the Nilgiri hills are illiterate and also suffer due to the family conditions. In India tribal area economic opportunities for women are scarce while hardships are plentiful and Indian women often see little hope for themselves or their children to improve their future. Since 70% of the affected people are women, it is women that have found a way to lift themselves and their families out of poverty. They were driven to make a decision of survival. I ndia is a nation where its women are both glorified as well as suppressed. The majority of women in the lower strata have to depend on a male member for financial support. Due to the practice of liquor addiction, smoking, drugs etc., women and families suffer. This is one of the main reasons for poverty in India and why children have been deprived of education and other basic necessities of life. If women could become financially self-sufficient, then families would get at least the basic benefits of food, clothes, medical attention, and nourishment, above all, children could go to school. This study focuses on the marketing problems faced by the Toda tribal women to support their family as men do not help them in their art work completely. A sample of 150 Toda tribal women embroiders was selected to study their marketing problems faced in every day to day of their life. For the purpose of the study the researcher has used convenience sampling, and Friedman test were done to find out their rankings of the various variables taken for the study.