Bargaining power of buyers is a very pertinent component to understand the competition in any industry to make effective strategic decisions. This study is an attempt to analyze the bargaining power of buyers in the Assam silk industry which holds a significant position not only in India but across the world because of its unique and quality products. Data were collected from 80 number of Assam silk sellers from Sualkuchi area of the state of Assam in India by focus group interview method through open ended unstructured schedule. The content analysis method is used for the study using Porter’s five forces framework. The findings indicates that there is existence of high bargaining power of buyers as there is availability of numerous silk substitutes at cheap price easily available at silk market of Assam with less distinguishing features, designs, texture and colours. Moreover, it is found that there is less or no switching cost for Assam silk customers and easy backward integration. As a result, the Assam silk industry is becoming less profitable and attractive for these customers who are highly price sensitive. In this regard, the Assam silk industry stakeholders and policy makers should undertake defensive strategies to mitigate the bargaining issues and offer quality products & services at lower prices to customers to sustain this age old industry
The purpose of this paper is to explore the challenges faced by different stakeholders of Assam Silk industry due to COVID 19 pandemic. Moreover the paper identifies strategies to revive the silk industry. The study is qualitative and data were collected through in-depth interview from weavers, manufacturers as well as raw and finished silk products suppliers using semi structured questionnaire. The findings indicate that all the stakeholders are affected very badly by the pandemic. The paper will act as a framework or guidelines to policy makers to frame policies and to stakeholders in formulating strategies to revive the industry.
COVID-19 pandemic has affected all the industries of India in general and the Indian textiles & handloom and handicraft industry in particular to a great extent. In the same measure, the silk industry is no exception and the pandemic intensely affected the demand and supply of Assam silk products too. All the industries have devised different strategies to counter the effect and revive the industries. Similarly, the Assam silk industry has also adopted some revival strategies during this pandemic. In this backdrop, this study is an attempt to explore the strategies adopted by Assam silk shopkeepers to revive the silk industry. It further analyses various government assistances to sustain the silk industry. Primary data were collected from 60 number of Assam silk shopkeepers of Sualkuchi area by in depth interview through unstructured schedule. The findings indicate that the Assam silk shopkeepers failed to devise effective strategies but rather relied more on Government assistance in large scale for revival during the pandemic
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