Aesthetic marketplaces: Study of Banarasi saree and Chikan embroidery market in India

Abstract

The project studies the market structure, demand and supply determinants, government support, and future outlook of the Banarasi Sarees and Chikan industry. The Banarasi sarees are known for their silk and quality and are usually priced at a premium. Chikankari is a hand embroidery art that stands out as the Unique Selling Proposition of lucknow. In general, the aesthetic marketplace is also receiving help from the State and Central government through the Export Promotion Bureau, Small Industries Development Bank of India (SIDBI), and Handicrafts Marketing and Service Centre. The sarees come in different varieties ranging from Banarasi, Kanjivaram, Pa ithani, Bandhani, lucknow Chikan, and more. Banarasi sarees, one of the finest and well-crafted sarees, are known for the top quality of silk and gold & silver brocade. Introduced in India by Mughals, they represent a mix of two cultures. Besides designs and quality, Banarasi sarees are a source of livelihood for many people in places like Mubarakpur in Uttar Pradesh;. The government is also working to protect the originality of the sareesii. Chikankari is an art form that most closely associates itself w ith the city of Nawabs. It employs lakhs of people but remains an unorganized market facing stiff competition from maclhine-made embroidery work. The industry has seen backward and forward integration with single units handl ing the production and retail of Chikan-embroidered clothes.