​Abstract: Handloom industry is a well known as the traditional industry of Indian economy since ancient time. Today, handloom industry is an important branch of Indian industrial movement and its place is a well reserved in various aspects among other industries in the country. Handloom industry with 3.8 million looms – the largest in the world- contributes about 23 percent of total cloth production in the country and more than 2000 crore of export earning. Moreover, it provides employment to more than 16 million weavers as a direct employment which is considered large enough to occupy the second largest source of employment next only to agriculture sector.

In the present study, marketing strategies of handloom industry, with special reference to Rajasthan state, an attempt has been made to analyze various marketing strategies within the marketing process adopted by handloom industry with the object to see to what extent marketing strategies and techniques are applied. The study highlights the significant areas of performances and practices used by the industry. It provides suggestions and measures for effective and efficient performance in the areas within the marketing strategies, such as, product, pricing, distribution and promotion. The study has focused on analyzing the following areas:

-   Presents a broad outline of the history, development, and importance of handloom industry in the country and its contribution in the national economy.

-   The study throws light on the application of products planning and developments which includes the objects, scope, product divesivcation, quality, package and labeling.

-   The study throws light on the application of various objectives, methods, factors and policies adopted for taking the final pricing decision. It is also discussed to how and what the role of government and companies in setting pricing system.

-    It is provides an evaluation of various types of promotion mix such as, advertising, sales promotions, personal selling and public relations.

-    The study throw light on the development of handloom export, the agencies which support the industry and the marketing mix used to create demand in the international markets.

-    The study contains the summary of findings and suggestions to improve the performance, efficiency and productivity of marketing of handloom industry in India.​