The Hindu : Tamil Nadu News : Trying to keep the family going

Online edition of India's National Newspaper
Tuesday, Aug 19, 2008
ePaper | Mobile/PDA Version

Tamil Nadu

Tamil Nadu

Trying to keep the family going

Liffy Thomas

Women, once just homemakers, are finding new ways to supplement income

Photo: S.S. Kumar

Padma (left) and Jothi Kumar, Tupperware distributors.

In 22 years as a homemaker, Padma Athimoolam never found it necessary to supplement her family income. Till the recent surge in prices.

Her two sons are growing up and Padma is feeling the pinch, too.

Thanks to an initiative by her relative, today Padma is an active distributor with a leading direct-selling marketing firm. “In the one-and-a-half months since I started selling Tupperware products, I have made a profit of Rs. 6,000,” says Padma, who started by selling in her bhajan circle and apartment complex. The rising prices have forced woman like Padma to come out of the confines of the home. “I need to be educated and put in eight hours of works if I want a job in a company. Here, I am on my own terms — working flexi hours as well as making reasonable money,” she says.

It has not been an easy year for the middle-class, especially homemakers, who have to bear the brunt of managing on a single income. Apart from cutting down on their spending, the double-digit inflation figure has forced many homemakers to take up jobs.

Turning entrepreneur, taking up a job or finding new ways to earn money from home has become essential to make ends meet or maintain the same lifestyle.

Sumathi Nivas is an example of a ‘home bird’ turned career woman. Her women’s magazine, for which Sumathi is the publisher, is fighting a challenge since it was started a year and a half ago.

The increasing cost of paper and printing have added to her woes. But, she is not one to give up easily.

“I back the magazine by conducting personality-development training and organising live events, catering to corporates,” says Sumathi.

A couple of women empowerment organisations have also com up to add to the income of middle-class homes. Tupperware, for example, recently launched a programme designed to give homemakers an opportunity to raise their family income. The ‘Save ’n’ Earn’ campaign requires one to sell Tupperware products.

“We had over 200 women joining us every week since the campaign was launched over a month ago,” says Meena Bhaskar, Senior Regional Sales Head (TN and Kerala).

Online or offline trading is also getting popular among the women folk. As N. Prem Kumar, Branch Manager of Sharekhan Limited, says, "We have husbands walking in to the branch and introducing their spouse to the trade."

Though inflation has been a deterrent for many to invest in the market, Prem says 95 per cent of his customers are homemakers. “The 25 to 30 age group are active with online trading. And if the market does well the age bracket should only go up,” he adds.

Printer friendly page
Send this article to Friends by E-Mail

Tamil Nadu