MARKETING MANAGEMENT OF SMALL SCALE INDUSTRIES IN VARANASI DISTRICT

Abstract

Varanasi, or Benares, (also known as Kashi) is one of the ancient cities in the world. The word ‘Kashi’ has emerged from the word ‘Kas’ which means to shine, depicting our tradition and mythological legacy. Kashi is the ‘original ground’ created by Shiva and Parvati, upon which they stood at the beginning of time.  Apart from offering breathtaking scenic beauties of ghats across the Ganges, it has been the epitome of traditional classical culture, glorified by myth and legend and sanctified by religion; magnetizing a host of pilgrims and worshippers.

                Varanasi has, since times immemorial, been hailed as a premier centre for some of the finest handicrafts. The most renowned craft of the city is silk weaving. ‘Baranasi Sarees’ produced by local craftsman are among the most preferred, not only in India but across the world. Brassware, copperware, ivory work, glass bangles, wood and clay toys and exquisite gold jewellery are some of the other crafts the city is famous for. Bhadohi Carpets and musical instruments are among the other shopping attractions.

                In the present paper, an attempt has been made to throw light on the marketing practices( i.e. the four P’s of product price place and promotion  around which all the marketing activities revolve  for satisfying the needs and wants of the consumers.) being followed by the entrepreneurs of Small Scale Industries engaged in the Varanasi District and for the above purpose the primary data has been gathered from survey conducted among the entrepreneurs who are engaged in the nineteen most prominent industries of Varanasi.

Key words: socio –economic development, Small Scale Industries, entrepreneurship