Marketing Strategies of Bulrush Mats in Thiruvanamalai Districts: A Case of Producers, Traders & Retailers

A. Sagaya Lourdu Samy; M. Kalaiyarasu

doi:10.36948/ijfmr.2023.v05i02.2357

Marketing Strategies of Bulrush Mats in Thiruvanamalai Districts: A Case of Producers, Traders & Retailers

Author(s)	A. Sagaya Lourdu Samy, M. Kalaiyarasu
Country	India
Abstract	Bulrush mats are a popular type of floor covering that have been used for centuries in various parts of the world. They are made from the stalks of bulrush plants that are woven together to create a durable and attractive Bulrush mat that can be used in a variety of settings. The production and marketing of bulrush Bulrush mats is an important industry that has significant economic and cultural value for many communities. Bulrush mat factories are owned by rural Thiruvanamalai farmers. Bulrush mats are the industry's main product. Bulrush mat production has decreased, thus manufacturers in the Thiruvanamalai District must research ways to increase consumer demand. The survey found two Bulrush mat makers in each Thiruvanamalai village. The district's most prominent manufacturers are local. This research may help Thiruvanamalai District bulrush mat factories increase demand. These methods may boost Bulrush mat demand. The COVID-19 pandemic has caused losses in the Bulrush mat sector in the Thiruvanamalai District as a result of a drop in the deliveries made by suppliers by 50%, a reduction in demand by 63%, a reduction in employees by 31%, and a reduction in inventory by 38%. In August of 2020, there were fewer people employed in the manufacturing of Bulrush mats, and sales reached a new low of 48.1. Bulrush mat producers are seeing a decline in the manufacturing of items, which is the general difficulty that they are encountering in their businesses. Some of the owners of Bulrush mat manufacturing concerns in Thiruvanamalai district do not have strategies to raise the demand for Bulrush mats, which is the unique issue affecting their businesses. Purpose Statement: This qualitative multiple case study's objective was to investigate the various methods that proprietors of Bulrush mat manufacturing plants in the Thiruvanamalai District employ in order to boost consumer demand for their products. The population that was targeted comprised of 70 producers and 40 traders of Bulrush mats manufacturing units in the Thriuvanamalai District. All of these individuals had previous experience successfully increasing the demand for Bulrush mats. Increased revenue is one of the implications for social transforBulrush mation. This might mean a greater income base for local governments, which could then be used to implement community-based projects. Additional implications for good social change include a reduction in the rate of unemployment, the creation of new jobs, and the development of an awareness of the significance of replacing an old Bulrush bulrush mats with a new one in order to gain the major health benefits that a new Bulrush matting may bring.
Keywords	Bulrush Mats, Production, Traders, Retailers, Farmers, Rural, Marketing, Strategy
Field	Business Administration
Published In	Volume 5, Issue 2, March-April 2023
Published On	2023-04-28
Cite This	Marketing Strategies of Bulrush Mats in Thiruvanamalai Districts: A Case of Producers, Traders & Retailers - A. Sagaya Lourdu Samy, M. Kalaiyarasu - IJFMR Volume 5, Issue 2, March-April 2023. DOI 10.36948/ijfmr.2023.v05i02.2357
DOI	https://doi.org/10.36948/ijfmr.2023.v05i02.2357
Short DOI	https://doi.org/gr7hhb

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Marketing Strategies of Bulrush Mats in Thiruvanamalai Districts: A Case of Producers, Traders & Retailers

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