Tamil Nadu   

Self-Help Groups hone marketing skills

J. Malarvizhi

Social Welfare Minister Vijayalakshmi Palanisamy (left), presents awards to the best performing Self-Help Group.

CHENNAI: "We didn't take back a single item we had brought for the sale," said Kasturi Ramesh of the Ezhil Magalir Munnettra Sangam, Madurai, thrilled with the phenomenal response to the Navratri exhibition-sale of products manufactured by Self-Help Groups.

The sale at Vellore Lakshmiammal Wedding Hall and Teja Bhavan in Mylapore totalled Rs. 1.57 crores. That was almost four times the previous year's sale of Rs. 42 lakhs.

Secretary of Social Welfare and Chairman of the Tamilnadu Women Development Corporation, L.N. Vijayaraghavan, called it a "record breaking performance." The success has encouraged officials to intensify efforts to build a permanent venue for SHG products in the city. It would be ready by January. Other centres can look forward to similar facilities soon.

Encouragingly, the SHGs have sharpened their marketing skills. The Women Development Corporation too, Mr. Vijayaraghavan says, has shifted focus to marketing from production and local sales. The groups are encouraged to come to urban centres and there is increased public awareness of the fact that products are competitive both in quality and price.

"In the first three days alone, goods worth Rs. 25 lakhs were sold. That's unprecedented," he says.

The response has not been just monetary. Susheela, JC Marketing, found customers providing tips for improving production quality. They wanted the exhibitions held for longer periods and at more convenient times.

The SHGs have established direct contact with customers. Says Ms. Ramesh: "There were several orders for our papier mache products. Many people have taken our address."

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