Author(s): Hemlata Raval and Sharayu Late

Abstract:
he Solapur Chaddar, a hallmark of Maharashtra’s rich textile tradition, is renowned for its durability, vibrant designs, and unique identity in the Indian home textile sector, traditionally woven on handlooms and later adapted to power looms, the Chaddar has faced increasing competition from mass-produced textiles leading to a gradual decline in its market share. This research paper focuses specifically on product diversification as a strategic response to this challenge, examining how adapting the traditional Solapur Chaddar fabric into modern utility products can revive interest and open new market avenues. The study investigates the transformation of surplus Solapur Chaddar fabric often underutilized in its original form-into contemporary lifestyle products. Field visit, interviews with manufacturers, and consumer surveys formed the basis of this mixed-method research approach. Five product categories were selected for diversification: Cushion Covers, Hanging Organizers, Pen Cases, Backpacks, and Tote Bags. For each category, design sketches were created and shortlisted through consumer preference analysis. Mill surplus fabric was then matched with suitable colour palettes, motifs, and textures to retain cultural aesthetics while offering modern functionality. Digital pattern drafting was executed using Rich Peace Software, followed by prototype development for testing construction techniques, fabric behaviour, and structural stability. Final products were evaluated by potential consumers for their visual appeal, utility, price sensitivity, and purchase intent. Feedback highlighted a positive reception toward the diversified product line, with notable appreciation for cultural continuity paired with practical design. The findings reveal that product diversification not only enhances consumer engagement with traditional textiles but also contributes to economic sustainability for the Solapur Chaddar industry. However, to successfully position these products in the competitive market, improvements in design detailing, finishing quality, and marketing strategies are essential. The study underscores the importance of combining traditional craftmanship with innovation, enabling artisans and manufacturers to access broader, non-conventional markets. By moving beyond its conventional use as a bedspread, the Solapur Chaddar demonstrates its adaptability and relevance in modern consumer lifestyles. The paper concludes that product diversification, when aligned with market trends and consumer behaviour, offers a viable path forward for preserving and revitalizing the legacy of Solapur Chaddar weaving.

DOI: https://doi.org/10.22271/23957476.2025.v11.i3c.1986