Marketing Problems of Self-Help Groups: An Analysis on the Factors Contributing Profitability & Sustainability

The real development of country is measured by the development of its citizens in true sense. Self-help groups play a vital role in generating gainful employment opportunities for the poor households across the country, especially engaging the women. The efforts of government for the creation and uplift of self-help groups are considerable in the last three decades. The developmental agencies and government bodies have done really well in terms of mobilizing the rural women and enrolling them to the micro-enterprise set of self-help groups. The number of groups enrolled in NRLM website country wise are enormous. Self-Help groups play a major role in providing entrepreneurship opportunities to urban and rural poor. But only a few groups and handful of cooperatives are able to make their mark in the business arena. The lack of education, managerial competence and many financial, logistical, and social factors act as a hurdle to the growth and sustainability of self-help groups. Delhi and National Capital Region host to almost 13000 and above SHGs. This geographic area has seen rapid urbanization and growth. So, the SHGs operating in the area have no shortage of potential market. The key is to identify the marketing problems of SHGs and helping them taking an offering to the market which are acceptable and demanded by consumers. This paper tries to examine the factors relating to unacceptability of the products produced by SHGs in the locality and to provide possible corrective suggestions to the stakeholders.