Effective marketing of products is essential for any business to flourish in the market. It is particularly crucial for new entrepreneurs just starting their businesses and entering the competitive market to establish themselves. It is through marketing that businesses introduce their brand in the market. To a great extent, it determines whether a product stays relevant in the market or gets erased from public memory. Marketing is vital at all stages of a company’s sales journey. It requires using different platforms, social media channels, and internal teams to identify, engage with, increase the voice and build brand loyalty. Markets are responsible for making the economy strong and stable. Marketing has evolved with time since people’s tastes are constantly changing. In a dynamic society, our marketing needs to be dynamic as well.
One of the least developed states of India, Jharkhand, witnesses a high rate of illiteracy, especially among women, which makes them disadvantaged in terms of getting opportunities for growth and development. The following project collaborates with partners from within the state with innovative models and best practices to build capacities and knowledge of Civil Society Organisations (CSOs) by engaging them with social enterprises focusing on women and girls. Also, it will provide skills and competencies for strengthening Self Help Groups (SHGs) and creating social enterprises for empowering women and girls. The rural market is majorly dependent on agriculture. For daily use items, the households are usually self-sustainable. Therefore, the women would need to reach beyond their local markets to find a large consumer base for their products. The extra income from the side business could make the women financially independent.
European Union-funded Girl Power Project extends its marketing support to all women entrepreneurs in over ten districts of Jharkhand by promoting their products online and offline. It provides them with a marketing platform by organising a showcasing event at a higher level. It also focuses on market-led enterprise building. This means identifying gaps in the market to anticipate which areas would yield maximum profits, creating quality entrepreneurs for growing the business, and emphasising serving a variety of market segments.
This is in keeping with the socio-economic profile and skillset of the beneficiaries, that is, the informally employed poor and women with social constraints. The integration aims to support women and girls to have a firm footing in the competitive market. This Diwali season, with the help of the Jharkhand IAS Officers’ Wives Association (JIASOWA), Girl Power Project supported women entrepreneurs from two districts of Jharkhand – East Singhbhumand and Hazaribagh – to promote their hand made bamboo craft and terracotta products. The event was a success, and women entrepreneurs who participated in this event were motivated to take part in more such events. Chief Minister of Jharkhand Hemant Soren inaugurated the event. He interacted with all the entrepreneurs from different districts of Jharkhand, creating a sense of enthusiasm among the women. The five-day event was held from October 14 – 18, 2022, at Stall (A21), Morabadi Ground, Ranchi.
The exhibition – an opportunity for the new entrepreneurs
The women who have now learned to leverage their existing skills to produce finished products are faced with the challenge of finding customers for their products. Consumption within their villages, communities and localities cannot suffice. For the business to yield profits, the reach of the product has to be wide as well. This reach is available in cities which are not easily accessible to these women. The investment of time and money that it demands is often unaffordable for them.
Through this event, the Girl Power Project aimed to provide the crucial service of market linkage, which is essential in turning any small business successful. It helped the women reach various customers and provided them with a platform for advertising their handmade products and promoting their skills on a larger scale.
We know that practical exposure is far more important than learning theories. This exhibition provided practical exposure to women entrepreneurs. It allowed them to establish connections with other women entrepreneurs and learn from their experiences.
Since it takes time to see a business bloom into a successful enterprise, these events can be morale boosters for these women entrepreneurs in the initial days of a business. It builds their confidence and helps them understand the market environment. They will, in turn, motivate other women in their community to start their businesses or even start collaborations. Most importantly, the exhibition created awareness about women entrepreneurs and their products among people.
Capacity building of women entrepreneurs
Krishna Dutta and Bina Kumari, entrepreneurs from Jamshedpur, displayed their handmade textiles and jewellery. Handicrafts are those goods and items produced by simple tools, technologies and methods rather than being produced at a larger scale where production is mainly mechanised and specialised. Handicrafts can include a range of items such as apparel, jewellery, crocheting, home décor, and religious and traditional items. Crocheting is the art of creating unique textiles which are visually appealing products for use in the home, such as pillow covers, table coverings and clothing items.
Manju Devi from Hazaribagh district showcased her skills in making bamboo craft. Bamboo as material for making handicraft items is prevalent in tribal villages of Jharkhand. It has been in the state for a long time, where it finds a suitable climate for growth. The local artisans are masters at their craft and make everyday items such as mats, baskets, containers, furniture items, etc. Before participating in this event, women entrepreneurs had no practical experience with such events or market exposure. The exhibit helped them build their capacity by providing them with opportunities for learning and gaining enriching experiences. This event was fruitful in many ways in the lives of our women entrepreneurs.
The event helped them create a market presence and promote themselves and their products at a level that reached a sizeable elite section of the urban population. This platform helped generate awareness and build a network with other NGOs, business houses and entrepreneurs. It also allowed the women entrepreneurs and the Girl Power Project team to study the market environment and create a database of customers.