TRADE LITERATURE AS A PRIMARY SOURCE OF INFORMATION (UGC NET LIBRARY AND INFORMATION SCIENCE NOTES)
Definition
Trade Literature refers to a body of documents published by manufacturers, commercial firms, or trade organizations to advertise, explain, and disseminate information about their products and services. It is considered a primary source of information as it originates from the original producer, vendor, or manufacturer, and contains first-hand technical and promotional details.
These documents include product catalogues, brochures, price lists, technical specifications, trade magazines, user manuals, and directories. Their purpose is to communicate directly with buyers, suppliers, researchers, engineers, or other stakeholders without secondary interpretation.
Characteristics
- Issued directly by manufacturers or trade associations
- Provides first-hand, technical, and descriptive information
- Covers product design, specifications, models, uses, and pricing
- Often updated irregularly or with new product versions
- Can be print-based or electronic
- May be biased toward promotion, unlike academic sources
Types of Trade Literature
1. Product Catalogues
List of products with specifications, models, prices, features
E.g., Philips Electronics Catalogue, IKEA Product Catalogue
2. Price Lists
Updated cost of items from manufacturers or wholesalers
E.g., Apple Education Pricing List
3. Technical Manuals and User Guides
Instructions for installation, operation, maintenance
E.g., Canon Printer Manual, Dell Laptop Service Manual
4. Trade Directories
List of firms, manufacturers, suppliers by category/location
E.g., Kompass, ThomasNet, Yellow Pages (business section)
5. Trade Magazines / Trade Journals
Industry-specific publications with news, products, tech updates
E.g., Electronics Weekly, AutoCar Pro India, PharmaBiz
6. Promotional Brochures
Advertisement-oriented flyers or booklets
E.g., Amul Dairy Products Brochure
7. Annual Product Bulletins / Circulars
Regularly issued updates on product changes or market offerings
E.g., Samsung Product Bulletins
8. Exhibition Catalogues
Issued during trade fairs, showing products, booths, sellers
E.g., India International Trade Fair Catalogue
9. Company Newsletters
Internal or public circulars with company activities or product updates
Examples in Chronological Order
1. Thomas Register of American Manufacturers (1898, USA)
One of the earliest and most authoritative trade directories. It listed manufacturers and products in the U.S. and was used extensively by engineers and buyers. Later evolved into the online platform ThomasNet.
2. Sears, Roebuck and Co. Mail Order Catalogue (1893–1993, USA)
A retail catalogue that acted as both a trade publication and a historical record of product evolution. It included detailed descriptions and illustrations of household goods, tools, clothing, and technology.
3. Kompass International Directory (Founded 1947, France/global)
A multinational trade directory service listing global manufacturers, suppliers, and exporters. Extensively used by business libraries.
4. India Trade Journal (Started in 1953, India)
Published weekly by the Directorate General of Commercial Intelligence and Statistics (DGCIS), this journal includes export-import data, price lists, tender notices, and information from Indian trade fairs.
5. Yellow Pages (India Edition) (1970s onwards)
A categorized directory of businesses in print format that included local manufacturers, distributors, and service providers. These were available city-wise and helped users locate businesses by product or service.
6. AutoCar Professional Magazine (2001 onwards, India)
An example of a modern trade magazine covering the Indian automobile industry, showcasing product innovations, industry trends, and interviews with manufacturers.
7. India International Trade Fair Catalogues (Annual, since 1980s, New Delhi)
Issued during IITF, these catalogues list domestic and international exhibitors, their products, and contact information, serving as rich trade references
8. IKEA Annual Product Catalogues (India edition from 2018 onwards)
Provides product features, prices, and specifications. Now available in interactive digital format, used for product research, comparison, and design ideas.
9. ThomasNet (Digital Transformation) (2006 onwards)
The online successor of Thomas Register, offering real-time product specifications, supplier directories, CAD files, and white papers.
10. IndiaMart Seller Brochures and Catalogues (2007 onwards)
Indian e-commerce B2B platform where vendors upload PDF catalogues, pricing, and manufacturing details—widely used in modern trade research.
11. Amazon Business and Flipkart Seller Platforms (2017 onwards)
Although not traditional trade literature, these platforms now serve a similar function, with downloadable specification sheets, pricing tiers, and technical comparison charts.
Purpose and Usage
- Promotional: Designed to inform potential customers or business partners about products.
- Informational: Contains specifications, uses, and benefits of products.
- Reference: Useful for technical comparison, historical analysis, and industrial study.
- Research and Procurement: Engineers, librarians, researchers, and buyers use it to study market trends, new technologies, and alternatives.
Relevance in Libraries and Information Centres
- Used in engineering and science libraries for reference on tools, parts, and instruments.
- Helps business and management researchers track company portfolios and market shifts.
- Preserved by archives and national libraries as industrial heritage documents.
- Used in competitive intelligence and market surveillance.
- Included in special libraries (such as those in industries, R&D centres, CSIR labs).
Trade Literature vs Other Primary Sources
Unlike academic theses or research reports, trade literature is not peer-reviewed but contains authentic, technical, and commercial data straight from the source. It is closer to patents in being a technical description but focuses more on promotion and usability.
Limitations
- Often biased due to its promotional intent.
- Ephemeral in nature—many documents are discarded after product cycles end.
- May lack standardization across industries or countries.
- Not always accessible long-term unless archived.
Development of Trade Literature in India (Chronologically)
Early 20th Century (1910s–1930s) – Indian businesses and colonial departments began releasing manuals and handbooks, especially in railways, irrigation, textiles, and machinery.
1941 – Launch of Indian Trade Journal (ITJ) by the Department of Commerce, Government of India – a weekly publication featuring tenders, imports, exports, tariffs, and commercial policies.
1947–1960s – Indian PSUs (Public Sector Undertakings) like BHEL, SAIL, and Indian Railways began publishing product booklets, maintenance guides, and technical leaflets.
1958 – Formation of India Trade Promotion Organisation (ITPO) (originally under Ministry of Commerce) to facilitate trade shows and commercial documentation.
1960s–1970s – Rapid industrialisation led to growth in house journals and in-house magazines like Steel News (SAIL), BHEL News, etc.
1972 – Directorate General of Commercial Intelligence and Statistics (DGCIS) started regular publication of commodity-wise export-import reports.
1980s – Government departments (e.g., Agriculture, MSME, Handlooms) started issuing technical pamphlets, marketing directories, and vendor manuals.
1990s – Private sector companies in pharmaceuticals, electronics, and automobile sectors began distributing CD-ROM-based product catalogues.
2000s–2010s – Launch of digital trade portals such as:
www.indiantradeportal.in – DGFT-supported platform for trade notices and tenders
www.dgcis.gov.in – Official statistical trade publications
www.makeinindia.com – Government’s promotional platform with industrial briefs and sectoral documents
2014 onwards – Emphasis on digital transformation, e-brochures, interactive product datasheets, and real-time vendor directories through B2B platforms like IndiaMART, TradeIndia, and MSME Sampark.
2020s – Integration of e-catalogues with supply chain dashboards, QR-enabled manuals, and open-access industrial documentation through Digital India initiatives.