Abstract:
The critical challenges in eradicating poverty to meet sustainable incomes, as the number of
women‘livelihoods are at lifeless stage. Therefore, government and other related authorities
need to set out critical measures to ensure that low income or marginalized groups for instance
womenhandicraft producers to meet their basic need via sustainable income through their
livelihoods. Due to 30 years of prolonged war, many traditional livelihood activities had been
transformed as handicraft works. Post- war technology applications and the intention toward
peace and back to normal life, many widows affected by war, selected handicraft as their choice
to generate income for their day to day life. Even the but still they face many difficulties, to
withstand these livelihoods. Even though these handcraft producers have many potentials in
future, few researches tried to explore these likelihoods, and failed to consult them through
application-oriented researches. This study used case study as qualitative methodology, to
explore their marketing problems. Purposive sampling method was used to collect primary data
from 20 female women handicraft producers in Jaffna. through in-depth interviews. This study
identified marketing problems of women handicraft producers asinadequate market infrastructure
facilities, high raw material prices, lack of marketing facilities, lack of formal loan facilities,
inadequate training on market sustainability, high marketing and distribution cost, lack of
knowledge about latest designs, existing market demand and facing difficulties to reach large
audiences, lack of knowledge in promotional methods and pricing strategies. The study
suggested to the handicraft promoting organizations in Jaffna districts to train these producers for
their capacity development, and supports should be given to adopt case specific strategies for
enlightening their livelihoods as handicraft making.
