Innovative Marketing Means: Inclusion of Artisan Cooperatives in State Policies
Published: 2013
Author(s) Name: Vanaja Menon Vadakepat |
Author(s) Affiliation: Assistant Professor, School of Management, New York Institute of Techonlogy, Abu Dhabi, UAE
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Abstract
Artisan cooperatives are ideal vehicles for rural development. Yet limitations in resources and capabilities constantly force them to
look up to state initiatives to achieve excellence in marketing. To marshal the different types of artisan cooperatives under a single
development program, multi-layered federations were established at the state and national-levels in India. However, a blanket
approach in channelizing government policies through these federations failed to reach the primary cooperatives. With the notion
that participatory approach is the only alternative to make ‘innovative marketing means’ successful, this study carries an audit to
ascertain the level of inclusion of artisans in planning and implementation of state policies. Focusing on artisan cooperatives in
Kerala, this study comprises of 10 village artisan cooperatives and five apex federations randomly selected from the State. The
findings exemplify the level of inclusion of village units in the state programs.
Keywords: Artisan Cooperatives, Marketing Means, State Policies, Kerala Markets
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