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Handloom is a traditional industry, expressing a way of cultured life, a means of livelihood, exposing to the world the artistic grandeur and excellence of imaginative craftsmanship of the Indian weaver is an acknowledged fact. That this industry, the second largest employment provider should not be allowed to die but should be put on healthy track is also an accepted economic goal. "By the intelligence, industry, initiative and drive of the weavers, we are producing the finest cloth which had stood the test of time and it became an exportable commodity. We should not allow the industry to die. If we allow the industry to die, millions of people will die. Therefore this aspect must be studied in all its length and try and see that this handloom weaving industry does not go down the drain but continues to flourish as ever giving employment to millions of families. The present study intends to bring to the focus of the Government the problems experienced by the societies in this regard and the imperative of framing a suitable policy for the marketing strategy to be followed by the societies so that the handloom cooperatives stand on surer grounds.