AbstractThe fireworks industry in Tamil Nadu, particularly cantered on Virudhunagar district, has undergone a substantial transformation in recent years with the growing influence of social media and e-commerce platforms. This study explores the impact of digital platforms on the supply chain operations of fireworks businesses, ranging from raw material procurement to final product distribution. The integration of social media marketing tools and online retail platforms has not only broadened the market reach but has also enabled manufacturers and wholesalers to directly connect with consumers, eliminating several intermediaries. The research investigates how digital technologies streamline communication, reduces transaction costs, and improves inventory and logistics management. It also highlights the challenges faced by traditional players in adapting to digital platforms, including lack of technical knowledge, regulatory barriers, and cyber security threats. Both qualitative and quantitative methods were used, including structured questionnaires and in-depth interviews with manufacturers, distributors, and digital marketers within the fireworks sector. Findings indicate a growing trend of businesses adopting WhatsApp, Face book, Instagram, and dedicated e-commerce websites for order placement, payment collection, and customer engagement. This digital shift has significantly impacted the efficiency of the supply chain, reduced lead time and increasing transparency. However, the study also reveals disparities in adoption between urban and rural enterprises, and emphasizes the need for capacity-building and training. This research contributes to understanding how digital transformation is reshaping traditional industries in India and provides practical insights for fireworks businesses aiming to remain competitive in a fast-evolving digital economy.
Krishnan et al. (Wed,) studied this question.