Challenges faced by women self-help group members in marketing: Evidence from Malda district, West Bengal

Introduction

Microfinance has emerged as an important instrument for poverty alleviation, livelihood enhancement, and the socio-economic empowerment of marginalized rural populations. Over the last three decades, the microfinance sector has expanded considerably in India, with Self-Help Groups (SHGs) playing a pivotal role in promoting financial inclusion and women's empowerment. By improving women's access to savings, credit facilities, and entrepreneurial opportunities, SHGs have significantly contributed to enhancing economic independence, reducing gender disparities, and strengthening household decision-making capacity.Generally, an SHG consists of 10-20 socio-economically disadvantaged women who collectively mobilize savings and access institutional credit through formal banking systems. The pooled savings and borrowed funds are utilized for undertaking various income-generating activities, thereby promoting self-employment, entrepreneurship development, and livelihood diversification. Participation in SHGs enables rural women to improve their financial autonomy, enhance household income, and develop social and leadership skills. Consequently, SHGs have emerged as an effective institutional mechanism for socio-economic transformation and women empowerment, supported extensively by governmental programmes, NABARD initiatives, Krishi Vigyan Kendras (KVKs), and various non-governmental organizations. Despite notable achievements, the sustainability and profitability of SHG enterprises largely depend on members' access to technical knowledge, entrepreneurial competency, financial literacy, and effective market linkages. Capacitybuilding interventions, particularly skilloriented and entrepreneurship development training programmes, are essential for improving production efficiency, managerial capability, and market competitiveness. Previous studies have reported that trained SHG members are better equipped to diversify economic activities, utilize institutional credit effectively, and establish viable micro-enterprises. However, many SHGs continue to face substantial constraints related to poor product standardization, inadequate branding and packaging, weak market networks, limited digital marketing exposure, and lack of competitive marketing strategies. The SHG-Bank Linkage Programme has emerged as one of the world's largest microfinance initiatives, connecting millions of rural households with formal financial institutions and contributing significantly to financial inclusion, income generation, and poverty reduction. Several researchers have highlighted the developmental role of SHGs in improving rural livelihoods and empowering women socially, economically, and politically. Mehta and Mishra (2011) [1] reported that SHGbank linkage programmes substantially enhanced financial accessibility and socio-economic conditions in rural areas. Vanitamani and Menon (2012) emphasized the positive relationship between training exposure and entrepreneurial competency among SHG members. Similarly, Patel (2011) highlighted the importance of capacity-building programmes for ensuring enterprise sustainability and income enhancement.Nevertheless, SHG members continue to encounter multiple operational and marketing-related challenges. Beevi and Girija Devi (2011) identified transportation problems, inadequate working capital, and poor managerial expertise as major barriers to enterprise development. Krishnaveni and Haridas (2013) [2] reported weak market potential, inferior packaging, and difficulties in loan management among SHG enterprises. Gandhi and Udayakumari (2013) [3] observed that first-generation rural entrepreneurs often struggle to establish stable market linkages and brand recognition. Furthermore, limited digital literacy, poor awareness of e-commerce platforms, and inadequate promotional support continue to restrict the growth of SHGbased enterprises in competitive markets. Considering these challenges, the present study was undertaken by Malda Krishi Vigyan Kendra (K.V.K.), Ratua, Malda, in selected villages of Malda district, West Bengal, to assess the marketing-related constraints faced by women SHG members and to evaluate the impact of SHG participation on their socioeconomic empowerment. The study was conducted among 40 women SHG members, comprising 20 respondents from Rukundipur village and 20 respondents from the NICRA adopted village Paschim Narayanpur. Primary data were collected through a structured interview schedule to examine income-generating activities, marketing practices, enterpriserelated challenges, and empowerment dimensions among rural women associated with SHGs.

The findings of the study are expected to provide valuable insights for policymakers, extension professionals, development agencies, and rural financial institutions in designing appropriate capacity-building programmes, strengthening market linkages, and promoting sustainable women-led rural enterprises.

Materials and Methods

Research Design

The present study employed a descriptive and analytical research design to systematically examine the socio-economic characteristics, income-generating activities, marketing practices, and constraints faced by women Self-Help Group (SHG) members in Malda district of West Bengal. The descriptive component of the study was utilized to document the existing status and functioning of SHGs, while the analytical component was used to interpret the relationship between SHG participation, enterprise development, and women empowerment. The investigation was conducted by Malda Krishi Vigyan Kendra (K.V.K.), Ratua, Malda, under rural livelihood and women empowerment initiatives in selected villages of Malda district. The study adopted a survey-based approach incorporating both quantitative and qualitative methods of data collection to obtain comprehensive information regarding the operational performance and marketing challenges of SHG enterprises.Primary data were collected through personal interviews using a pre-structured and pre-tested interview schedule, whereas secondary information was gathered from published literature, government reports, NABARD publications, and institutional records related to SHGs and microfinance programmes. The research design facilitated a detailed assessment of the socio-economic impact of SHG participation on rural women, particularly in relation to entrepreneurial development, market access, and livelihood enhancement.

Study Area

The present investigation was conducted in Malda district of West Bengal, India, which was purposively selected due to the active presence of women Self-Help Groups (SHGs), ongoing rural livelihood programmes, and extension interventions implemented by Malda Krishi Vigyan Kendra (K.V.K.), Ratua, Malda. The district has witnessed substantial SHG-based entrepreneurial activities supported by governmental and institutional initiatives aimed at promoting women empowerment, income generation, and financial inclusion.For the purpose of the study, two villages namely Rukundipur and Paschim Narayanpur were selected as the study area. Among these, Paschim Narayanpur is a NICRA (National Innovations on Climate Resilient Agriculture) adopted village, where various livelihood improvement and capacity-building programmes are being implemented through Malda K.V.K. A total of 40 women SHG members were selected for the investigation, comprising 20 respondents from Rukundipur village and 20 respondents from Paschim Narayanpur village. The selected villages were considered appropriate for the study due to the active participation of SHG members in incomegenerating enterprises, agricultural and allied activities, and marketing initiatives. The study area provided suitable conditions for assessing the socio-economic impact, marketing constraints, and empowerment dimensions associated with SHG participation among rural women.

Sampling Technique and Sample Size

The present study adopted a multistage purposive and random sampling technique for the selection of respondents. In the first stage, Malda district of West Bengal was purposively selected due to the active presence of women Self-Help Groups (SHGs), ongoing rural livelihood programmes, and extension interventions implemented by Malda Krishi Vigyan Kendra (K.V.K.), Ratua, Malda. In the second stage, two villages namely Rukundipur and Paschim Narayanpur were selected for the investigation. Paschim Narayanpur is a NICRA (National Innovations on Climate Resilient Agriculture) adopted village under Malda K.V.K., where several livelihood and capacitybuilding programmes are being implemented. In the final stage, a total of 40 women SHG members actively engaged in income-generating activities were selected randomly as respondents for the study, comprising 20 respondents from Rukundipur village and 20 respondents from Paschim Narayanpur village. The selected respondents constituted the sample population for the present investigation.

Sources of Data

The study was based on both primary and secondary data sources to ensure comprehensive and reliable findings.

Primary Data

Primary data were collected directly from women SHG members through personal interviews using a structured and pre-tested interview schedule conducted by Malda Krishi Vigyan Kendra (K.V.K.), Ratua, Malda. The interview schedule was specifically designed to gather information related to socioeconomic characteristics, SHG participation, incomegenerating activities, marketing practices, loan utilization patterns, training exposure, empowerment dimensions, and constraints faced in enterprise management and marketing.

Secondary Data

Secondary data were collected from various authentic sources including government reports, NABARD publications, research articles, institutional records, extension publications, NGO reports, journals, and other relevant literature pertaining to SHGs, women empowerment, microfinance, and rural entrepreneurship. These secondary sources were used to supplement and validate the primary data collected during the investigation.

Tools for Data Collection

A structured and pre-tested interview schedule was used as the principal tool for data collection. The schedule consisted of both closed-ended and open-ended questions to obtain detailed information aligned with the objectives of the study. Prior to final administration, the interview schedule was pre-tested among a small group of respondents outside the sample area to assess clarity, relevance, consistency, and suitability of the questions. Necessary modifications and refinements were incorporated based on the pre-testing results to improve the reliability and validity of the research instrument.

Data Analysis

The collected data were systematically coded, classified, tabulated, and analyzed using appropriate statistical methods and analytical techniques. Descriptive statistical tools such as frequency distribution, percentage analysis, mean, average, and ranking methods were employed to summarize and interpret the socio-economic profile, marketing practices, empowerment indicators, and constraints faced by SHG members. Analytical interpretations were made to examine the patterns and trends associated with SHG participation, incomegenerating activities, marketing challenges, and women empowerment dimensions. The results were presented in tabular form for meaningful interpretation and scientific discussion.

Ethical Considerations

Prior to data collection, the respondents were informed about the objectives and purpose of the study. Participation in the investigation was entirely voluntary, and informed consent was obtained from all respondents before conducting interviews. Confidentiality and privacy of the information provided by the respondents were strictly maintained throughout the research process. The collected data were used exclusively for academic and research purposes without disclosing the identity of individual participants.

Results and Discussion

Educational Qualification

A significant portion (47.5%) of members have education up to the eighth grade, highlighting limited formal education among participants. 40% have completed up to the twelfth grade, indicating a moderate level of education. Only 12.5% have attained graduate-level education or higher, which suggests that highly educated individuals may be less engaged in self-help groups.

Income per Month

The largest group (47.5%) falls within the 3,000-5,000 income range, suggesting that most₹ ₹ participants belong to the lowerincome segment. 22.5% earn below 3,000, reflecting financial vulnerability among some members.₹ 30% of members earn above 5,000, indicating that a portion of the group has relatively higher₹ earnings. The group is predominantly composed of middle-aged individuals with limited formal education. The income levels suggest financial instability, reinforcing the importance of self-help groups for economic empowerment.

There is a need for skill development and education initiatives to enhance the earning capacity of the members. The data presents an overview of various income-generating activities undertaken by women members of Self-Help Groups (SHGs), along with their frequency and percentage participation. Here's an analysis of the key insights:

Most Popular Activities

Vegetable Growing (15%) has the highest participation, indicating that agriculture-related activities are a primary source of livelihood.

Mango By-product Making (10%) and Goatry (10%) follow closely, suggesting a preference for food processing and livestock-related enterprises.

Moderate Participation Activities

Dairy Occupation (7.5%), Fruit Cultivation (7.5%), and Fishery (7.5%) are moderately popular, reflecting a diverse mix of agricultural, livestock, and fishery-based income sources.

Least Engaged Activities

Activities such as Papad Making (2.5%), Anganwadi Worker (2.5%), and Nursery (2.5%) have the lowest participation. This may be due to skill specialization, market demand, or resource limitations.

Livestock vs. Non-Livestock Activities

Livestock-based activities like Dairy, Poultry, Goatry, and Fishery together account for 35%, highlighting the significance of animal husbandry in rural women's economic engagement. Non-livestock activities such as Tailoring, Organic Manure, and Pickle Making contribute about 30%, showing that women are engaged in both traditional and small-scale business ventures.

Significance of Food Processing

Seed Production, Gur Making, Pickle Making, and Organic Manure together represent 20%, indicating an emphasis on value-added agricultural products.Women members of SHGs are primarily engaged in agriculture, livestock, and small-scale food processing activities. The high involvement in vegetable growing and livestock-related occupations suggests the importance of agriculture and animal husbandry in their economic sustenance. Encouraging skill development in lowparticipation activities like tailoring and nursery management may help diversify income sources and enhance livelihood security. The table presents data on the different types of products produced by self-help group (SHG) members, along with their frequency and percentage distribution. Dominant Product Categories: Pickle Products (27.50%) have the highest production frequency, indicating their popularity among SHG members. Mango By-Products (25%) and Gur Products (25%) are the second most produced items, showing a significant focus on these traditional and seasonal products.

Moderate Production

Vegetable Products (12.50%) have a moderate level of production. This suggests that while vegetables are widely grown, processed vegetable products are less common.

Lowest Production Category

Dairy Products (10%) have the lowest production. This could be due to the perishable nature of dairy, the need for better storage, or a lesser focus on dairy farming among SHG members.

Most SHGs seem to focus on food-based processing, particularly non-perishable or easily storable products like pickles, gur, and mango by-products. The low production of dairy and vegetable products suggests a need for better infrastructure or training to encourage more participation in these areas.

The high percentage of pickle and mango by-products indicates a preference for long-shelf-life goods that can be stored and sold over time.

The SHGs could consider enhancing the production of dairy and vegetable products through better preservation techniques and market access. Diversification into other value-added products may help balance production and improve income stability. The given data represents the frequency and percentage distribution of different marketing techniques employed by selfhelp group (SHG) members. Let's analyse the data in detail:

Most Preferred Marketing Technique: Fairs & Exhibitions

The most commonly used marketing method is Fairs & Exhibitions, accounting for 40% (16 out of 40 respondents). This indicates that SHG members prefer selling their products in public gatherings, where they can reach a larger audience and showcase their products effectively.

Retail Outlets as a Significant Channel

Retail outlets are the second most used technique, making up 25% (10 respondents). This suggests that many SHG members are leveraging physical stores to sell their products, possibly through tie-ups with small shops or cooperative retail outlets.

Educational Institutions as a Marketing Platform

Marketing through educational institutions accounts for 22.50% (9 respondents). This might include selling products like handmade crafts, stationery, or eco-friendly goods to students and staff.

Limited Adoption of Door-to-Door Marketing

Door-to-door marketing is used by only 7.5% (3 respondents).

The low percentage suggests that SHG members find this approach time-consuming or ineffective compared to broaderreaching strategies like exhibitions.

Least Preferred Method: Private Institutions

The least utilized marketing channel is private institutions, with only 5% (2 respondents). This could be due to difficulties in establishing partnerships with private companies or a lack of demand for SHG products in such institutions.Public events and fairs are the dominant marketing strategy, indicating a preference for mass outreach rather than individual customer targeting. Retail outlets and educational institutions are also significant channels, possibly due to easier access and a steady customer base. This table presents an analysis of the impact of Self-Help Group (SHG) membership on women's empowerment across multiple dimensions, including psychological, cultural, social, economic, and political aspects. The key findings from the data are:

1. Psychological Empowerment Significant increase in self-confidence, courage, self-reliance, and ambition in business (all reaching 100%): These indicators suggest that SHG membership has greatly boosted women's confidence and ability to make independent decisions. Feeling of security in the family increased from 62.5% to 100%: This suggests that economic and social empowerment has also contributed to psychological well-being.

Cultural Empowerment

Strong improvements in freedom of interaction with males outside the family (30% to 100%) and freedom to wear any kind of dress (25% to 95%): Indicates a shift in traditional gender norms.

Increase in freedom to participate in festivals (27.5% to 80%) and perform in ceremonies (37.5% to 87.5%): Suggests greater cultural integration and participation. Less impact on religious participation (62.5% to 82.5%): Shows cultural traditions still influence religious engagement.

Social Empowerment

Major improvement in freedom to work outside the family (12.5% to 85%) and participation in decision-making about girl marriage (42.5% to 87.5%): Indicating progress in women's autonomy.

Increase in access to modern technology (37.5% to 95%): Shows that SHG participation enhances knowledge and use of modern resources. Participation in community actions and social status improvement: Reflects growing involvement in societal decisions.

Economic Empowerment

Huge rise in freedom to start a business (12.5% to 90%) and personal savings in fixed deposits (20% to 97.5%): Demonstrates improved financial independence.

Increase in authority to employ labor (25% to 75%) and decision-making in business matters: Reflects greater financial and managerial control.

Political Empowerment

Holding positions increased from 37.5% to 96%, and political participation rose from 7.5% to 96%: Suggests that SHG participation significantly influences political awareness and engagement. Awareness of human rights and legislation for women increased dramatically (from ~10% to over 80%): Indicates strong advocacy and legal awareness due to SHG involvement. SHG membership has played a crucial role in enhancing women's psychological, cultural, social, economic, and political empowerment. The most notable impacts are in economic independence, political participation, and personal confidence, while areas such as religious participation and traditional family roles have seen relatively less transformation.

Conclusion

The present study conducted by Malda Krishi Vigyan Kendra (K.V.K.), Ratua, Malda provides significant insights into the socio-economic conditions, entrepreneurial activities, marketing practices, and empowerment dimensions of women Self-Help Group (SHG) members in Malda district of West Bengal. The investigation, carried out among 40 women SHG members from Rukundipur and the NICRA adopted village Paschim Narayanpur, revealed that SHGs have emerged as an important institutional mechanism for enhancing rural women's livelihood security, financial inclusion, and socio-economic empowerment.

The findings indicated that the majority of SHG members were actively engaged in agriculture and allied income-generating enterprises such as vegetable cultivation, pickle making, mango by-product preparation, dairy farming, fishery, goat rearing, and other small-scale rural enterprises. Most respondents primarily depended on fairs and exhibitions, retail outlets, and educational institutions as major marketing channels for selling their products. However, despite active participation in entrepreneurial activities, SHG members continued to face several critical marketing and enterprise-related challenges. Among the identified constraints, lack of market awareness emerged as the most severe problem, followed by limited access to financial support, poor branding and packaging, inadequate marketing skills, weak digital marketing exposure, and competition from established commercial brands. Inadequate transportation and logistical facilities, unstable pricing mechanisms, and difficulties in scaling production further restricted the profitability and sustainability of SHG enterprises. These challenges adversely affected income generation and market competitiveness of women-led enterprises.

The study further demonstrated that participation in SHGs contributed substantially to women's empowerment across psychological, social, economic, cultural, and political dimensions. Significant improvements were observed in selfconfidence, self-reliance, entrepreneurial ambition, participation in household decision-making, financial independence, access to banking services, awareness of legal rights, and involvement in social and political activities. The findings clearly indicate that SHGs serve not only as economic institutions but also as effective platforms for enhancing women's social status and leadership capabilities in rural society. Capacity-building and training programmes organized through institutional support mechanisms were found to play a vital role in strengthening entrepreneurial competencies, managerial efficiency, marketing awareness, and financial literacy among SHG members. The study highlights the necessity of continuous skill development programmes focusing on value addition, product standardization, branding, packaging, bookkeeping, digital literacy, and e-commercebased marketing approaches to improve the sustainability of SHG enterprises. Based on the findings, the study recommends the establishment of stronger market linkage systems, regular exposure visits, entrepreneurship development programmes, and district-level resource and training centres to support women entrepreneurs. Greater collaboration among Krishi Vigyan Kendras (KVKs), NABARD, government departments, financial institutions, NGOs, and rural development agencies is essential for improving access to institutional credit, strengthening marketing infrastructure, and promoting women-led microenterprises. Overall, the study concludes that SHGs have considerable potential to promote sustainable rural livelihoods and women empowerment; however, long-term success depends upon continuous institutional support, market-oriented interventions, technological upgradation, and effective policy implementation

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