India has a wide range of textiles of varied designs, manufactured by different weaving techniques. Traditional hand woven Fancy Silk is the finest weaves of India and weaving is done in such a skilled way that makes the final cloth extremely translucent, very delicate, and light weight. Traditional hand-woven Fancy Silk sari is so much fine that, 300-340 Khats (a cross pattern design) makes the entire width and each Khat consist eight cotton yarns and six silk yarns. The designing is done through weft yarns which cannot be imitated by power looms. In power loom Fancy Silk sari there are only 240-280 Khats and warp yarn designing is done, which produce low quality and cheap imitated saris. Present study was conducted to know the awareness, preferences and buying behavior of women consumers, as these factors play a most important role in promotion of this art. The study results reveal very poor awareness regarding hand woven Fancy Silk, its hallmark. Floral mode of design, multicolour combinations, and hand embroidery value addition technique were most preferred. Shops were the purchasing venue and displays on shops were the motivating factor behind their choices.
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