Analyzing the Competitive Business Position of Dhakai Jamdani and Investigating the Export Decline Reasons of it in the Recent Years

Abstract

Purpose: This study plans to identify the competitive business position of Jamdani Saree and Jamdani accessories of Bangladesh and also investigates the specific reasons of export decline of Jamdani and its diversified products in the recent years. Methodology: This qualitative research has used Braun & Clarke (2006) thematic technique along with Michel E. Porter‘s (1979) five forces of competitive position analysis to analyze, cross & develop the themes and identify the research objectives. Findings: Findings of the first objective revealed that Jamdani holding medium competitive advantages over others products among its industry. Another objective, identified some specific causes of export decline such as coordination gap among players, unaware about buyer‘s tastes, complex export procedures, lack of incentives, shortage of skilled weavers, low product diversification, lack of capitals and insufficient promotional activities. Practical Implications: Jamdani export was contributing significantly even in the FY2011- 2012, after that its official export volume has declined at such a rate that no record of export of Jamdani and its diversified products has found in the list of Export Promotion Bureau of Bangladesh. This study will give insights to the policy makers and stakeholders to solve the identified problems of this sectors thus open way for increasing the export of Jamdani products. Originality: In spite of being a GI product in Bangladesh, there were conducted few research on Jamdani and none of them related on the potentiality of Jamdani as business products and also no research investigated the export decline reasons of Jamdani from Bangladesh in the recent years. Limitation: Though this study has tried to include all stakeholders but due to complexities created by Covid-19, some stakeholders were missed.