MARKETING STRATEGY BY MISSION SHAKTI OF ODISHA: A JOURNEY FROM SELF HELP GROUPS (SHGS) TO SMALL AND MEDIUM-ENTERPRISES (SMES)

Abstract

Empowerment of women playing a significant role in society. When women will empower with financially at that time her family income level increase. Mission Shakti gives the power to increase his financial stability. In layman language we can say the women is Samarthy to run her family. Indian constitution provides the women equal freedom and opportunity, so they can empower by them self. Both literate and illiterate women have rights to empower by themselves. So Government of Odisha plays a significant role to empower women through Mission Shakti Department. This department has deep reach to women, nearly about 70 lakh women through 6 lakh groups. The groups are self empower by them self selves through the help of the Mission Shakti.This Paper is mainly focused how the group is converted SHGs to SMEs with the help of Mission Shakti. What types of Marketing Strategy they followed to reach her goal from SHGs to SMEs.Marketing tactics used by cluster members to sell the manufactured goods, as well as the intensity of empowerment among members of women, SHGs to SMEs in Sustainable Livelihood actions. Data were obtained from the districts of Angul and Khordha using a standardized questionnaire written in the local language. Around 180 members of various women SHGs were chosen for the study. The SPSS software was used to analyze the data. The data was analyzed using one-way Anova, multiple regression, and Pearson correlation. most crucial components such as Sustainable Livelihood, Women Entrepreneurship, and Women Empowerment, all of which have a significant impact on the performance of Marketing Strategies used by SHG members in rural Odisha. It was also bring into being that the number of SHG members and the time-span of years the SHG group has been founded had a substantial impact convert SHGs to SMEs.