Information technology initiatives to enable E-marketing for self-help groups

Abstract

Economic uplift of a nation starts right from the bottom layer of a society. The concept of Self Help Groups (SHGs) is formulated in the rural areas of our Nation to strengthen our economy right from the root level. Self Help Groups (SHGs) are small groups of women joined together and perform entrepreneurial accomplishments in their own rural areas by means of producing and marketing the products which are made from the raw materials that are obtainable in their areas. They take up their business in a micro or small scale and experience many challenges. Most significant areas of their challenges are marketing, customer analytics and branding. Information technology could transform the way of business of SHGs. The market penetration of mobile technology and social media has extended the digital platform for the SHGs and it facilitates them to have easy accessibility to the customers, marketing and also branding. This article has developed a model framework for applying information technology to enable E-marketing for the betterment of self-help groups. This paper highlights the significance of various information technology initiatives and its effectiveness in implementing E-marketing for SHGs. It enables self-help groups to expose themselves to large and potential global consumers and that too in a cost effective manner.