Digital marketing and handicraft of Assam

Assam has able to gain a remarkable place in the global forum for its unique and beautiful handicraft. The historical facts, religious and traditional values, social customs, cultural background, are reflecting in the handicraft of Assam. With the advancement in the field of technology digital marketing played an important role almost in every field. Digitalization help in market expansion, improves sales, create product awareness, improve design, personalized product etc. The previous literature shows that handicraft business is spreading more widely through digital marketing. The present study focuses on the growth of handicraft business through the application of digital marketing. For this the study selects Barpeta and Nalbari districts of Assam. As artisans of both the districts has specialization for producing some unique handicraft product such as cane and bamboo, pottery, assamese jewellery, firecrackers, bell and brass metal products. The total sample size is 100. For collecting primary data interview schedule has been used. The secondary data has been collected from previous research articles, journal, reports etc. The findings show the digital channels adopted by the artisans, its impact on income, expenditure and profit. The study found artisans are mostly familiar with social media platform as compared to e-commerce platform.