Vol. 12, Special Issue 6 (2023)

Author(s):
Priyanka Maity, Ruchira Shukla and Narendra Singh

Abstract:
With the development of the nation women are getting empowered by taking up certain business activities. Joining self help groups are one of the way women are getting involved in different business activities for better living. The products made by the SHGs are sold in an unorganized way therefore there is a need to find effective marketing techniques for them. The present paper explores the product profile with marketing functions and marketing practices followed by SHGs in South Gujarat. In the present paper, 120 Self-Help Groups (SHG’s) were interviewed from four districts of South Gujarat through structured schedule by conducting personal interview. It was found from the study that majority of the SHGs in South Gujarat were involved in the business of homemade snacks, papad making and processed mango product. Most of the SHGs were in basic marketing functions such as packaging, processing, retailing and storage. However for better marketing SHGs should involve in functions such as branding, market information and insurance.