Determinants of Business Performance among Human Hair Traders: An Exploratory Analysis in Tier-II Cities of Tamil Nadu

Abstract

The human hair industry has emerged as a significant sector within the global beauty and fashion markets, driven by increasing demand for natural hair products such as wigs, hair extensions, and other hairpieces. Consumers increasingly prefer natural human hair products due to their superior quality, durability, and aesthetic appeal compared to synthetic alternatives. This study is significant as it provides a comprehensive analysis of the human hair marketing ecosystem in Tamil Nadu’s Tier-II cities. The study analyse the factors influencing the human hair trade in the tier –II cities selected for the study and identifies the overall performance of human hair trade in selected tier-II cities of Tamilnadu. This study has extensively analyzed the key factors influencing the industry’s growth and sustainability. The findings suggest that the industry is largely male-dominated, with experienced entrepreneurs operating in both formal and informal markets, heavily relying on temple hair auctions, heritage-based trade models, and export-driven sales channels.