Effect of coronavirus pandemic in changing the performance barriers for textile and apparel industry in an emerging market.

ABSTRACT

In the past two years, coronavirus pandemic has severely impacted global industries and altered market dynamics. The present study compares the challenges facing Indian textile and apparel industry before and after the coronavirus pandemic. The context of our study focuses on handloom industry, as the primary financial risk for handloom micro entrepreneurs lies in capital requirements for raw materials, equipment and their lack of formal management structures to tackle the pressure of uncertainty. Thus, studying and mitigating internal and external barriers of the traditional manufacturing micro entrepreneurs during and post pandemic remains crucial to frame policy decisions for sustainability of this vulnerable sector. We have employed a two-phase (before and after the onset of pandemic) successive exploratory mixed method, starting with the Delphi technique (qualitative phase) and concluding with multi-criteria decision-making. In Phase 2 analysis, seventeen key critical barriers identified in Phase 1reduced to twelve. Phase 1 modelling suggests that lack of effective government policies, demonetization, and tax policy implementation are the most significant barriers. Further, Phase 2 identifies the absence of effective government policies as the most significant obstacle to the performance of Indian handloom industry, especially after the pandemic. Additionally, lack of branding was found to be most critically linked between independent and dependent barriers.