SERVING THE BEST IN THE WORLD “A Case of Ludhiana Shawl Manufacturers”

The Indian shawl industry is one of the most innovative global producers of shawl products. There has been a revolution in shawl industry. This is indeed a significant The Indian shawl industry is one of the most innovative global producers of shawl products. There has been a revolution in shawl industry. This is indeed a significant contribution to the Indian economy by the shawl industry which has a bright future. Indian shawls have now made a good mark in exports. To compete, it needs to overcome the problems faced by its manufacturers and exporters and built up a strong relationship with its customers. So the main purpose of this study is to study the shawl industry in Ludhiana. The review of literature focuses on the various factors affecting the business of the manufacturers and exporters and the problems faced by them that acts as a hurdle in their relationship. So for this a survey was conducted in which 30 samples were used to study the objectives. The questionnaire was made to fulfill all the empirical objectives. The detail analysis of the filled questionnaire is done to find out what are the marketing practices, various factors affecting the manufacturers and exporters in their business and what methods they are using. The exporters are not even satisfied with the government policies. So to conclude at the end if the India wants to compete in the international shawl market then the government needs to support the manufacturers and exporters and provide them with the required subsidies. Also the manufacturers and exporters need to enhance their knowledge and update their technology and to exploit niche international markets.