Vulnerability of Self-Help Groups in Marketing their Products – Identification of the Key Factors for Enhanced Market Reach and Profitability

The impact of marketing is evident in every sphere of the business. Self-help groups are crucial for employment generation for a large portion of population. The acceptability of their produce and sustainability is very important for social-economic well-being of the group members. The study aims to focus on the acceptability of the products of self-help groups by its market and to explore the marketing practices opted by them (if any). This research gap suggests that giving due consideration to SHGs functionality, the visible problem clusters can be converted to profit clusters. This can be achieved by stressing on market accessibility, role of intermediaries and financial support from government bodies. Being more vulnerable to global market competition, these groups if given due consideration can contribute to both economic and social development of our nation. Based on the present study, self-help groups should focus on gaining knowledge of sound marketing techniques and implementing them in its business, focusing on good manufacturing process can improve the sustainability of SHG business ventures, which ultimately contributes to women empowerment, employment generation and improvement of standard of living among the marginalised poor.