Handloom weaving in Himachal Pradesh is an important component of the state’s cultural heritage and provides livelihood opportunities for rural communities. However, the sustainability of the sector depends on preserving traditional craftsmanship while improving market access and responsiveness. This study examines the socio-demographic and occupational profile of handloom weavers and their perceptions of selected marketing dimensions in Himachal Pradesh. The study was conducted in three selected districts - Kullu, Mandi and Kinnaur representing important handloom-producing areas. Primary data were collected from 379 handloom weavers using a structured questionnaire. Descriptive statistics were employed to analyse respondents’ characteristics, marketing channels and perceptions, while one-way ANOVA assessed inter-district differences. Chi-square analysis examined the association between weaving experience and income, and Pearson correlation assessed selected relationships between experience, income and marketing perceptions. The findings indicate substantial participation of women, a predominance of weaving as the primary occupation, and limited product diversification. Local markets emerged as the dominant marketing channel, while respondents reported favourable perceptions across all five marketing dimensions, with product quality recording the highest mean score (M = 4.85). Significant inter-district differences were observed in product quality, pricing, distribution and promotion, whereas aesthetic appeal showed no significant difference. A significant association was also found between weaving experience and income level. The study recommends strengthening market diversification, distribution and promotional capabilities, collective marketing, and appropriate digital marketing opportunities while preserving the quality and traditional identity of Himachal Pradesh handloom products.