Published Online:February 2025
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:IJMM070225
DOI:10.71329/IUPJMM/2025.24.1.140-162
Author Name:Debadrita Dev and Annesha Saha
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:140-162
Marketing makes consumers aware of a business’ product or service. This is true not only of businesses with high revenue turnover, but also of micro level businesses like Self- Help Groups (SHGs) in rural areas. SHGs are made up of 10-20 people, especially women from homogeneous socioeconomic backgrounds, who come together for upscaling their skill, economic independence and empowerment in the rural context. With this view in mind, the present study investigates and compares the outreach of SHG bank linkage program in India for the period 2012-13 to 2021-22. Also, the study seeks to identify the products made by women SHGs and examine the marketing strategies followed by SHGs for product promotion in Tripura. The study is descriptive in nature and based on both primary and secondary data. The study revealed that PCA segregated the WSHGs into three groups: Group I with low performance, Group II with mediocre performance and Group III with high performance.
Marketing always had an evident impact on different spheres of business. This is not only limited to organizations and business enterprises with large turnovers; the constructive influence of marketing is also apparent in case of Self-Help Groups (SHGs). In India, rural market has shown a huge potential. The rural market in India is huge and wide-ranging, comprising over 70% of the nation’s population.