Scope for Branding Dora Baran Gamosa Through Intellectual Property Rights and Technology

Dora Baran’s (the groom stole/apparel of the Assamese community) value proposition is created by its contemporary designs, motifs, symbols, yarn richness and, made-to-order provision between the bride and the finesse of customary institution xipinie (Assamese word for Weaver). This apparel can be an avenue for the handloom weavers to increase and sustain a regular household income. However, it needs integrated marketing between buyers and weavers through multiple platforms, and thus, creating a niche or customized market. The business environment for the sector includes about 10,50,189 weavers operating through household looms, self-help groups, unorganized handloom sheds, handloom cooperatives and the regulatory authority of the Directorate of Handloom and Textiles and, policy intervention by the Ministry of Handloom Textile and Sericulture, Directorate of Economics and Statistics Assam. (2022). Statistical Handbook Assam-2022, 54th Edition. Government of Assam. This sector is severely constrained by product consistency, trust and deceptive quality of yarn, distressed sale and an infringement by Ghuni. The intrinsic challenges are depleting artistic weaving skills, revenue leakage from the Assam region, the stagnancy of income through weaving vocation and certain health hazards attributed to the weaving skills and age of the weaver. As a result, the Traditional Cultural Expression (TCE) is vanishing due to neo-societal norms and the weavers are switching to commercial weaving, short-term livelihood activities with little scope of sustainability within the local innovation system of the Assam region. The authors argue that the void between the demand side and supply side is due to a lack of trust, generic artistic skill and inconsistency of the yarn and artefact quality. The authors propose policy intervention of synchronizing branding strategy with registration for design rights, rule of law and block-chain technology solutions to imbibe authenticity and reliability across the supply chain.