The marketing pattern of produse by SHG’s, and constraint in production, marketing of Mg-Ripa Darima, district: Surguja of Chhattisgarh

This study aims to examine the marketing patterns of products produced by Self- Help Groups (SHGs), focusing on distribution channels and sales strategies. The research highlights the critical role of distribution in making products accessible to consumers and constraints in production and marketing of different products and suggest remedial measures to overcome them. Two primary marketing approaches were identified Direct Selling: Members of Mahamaya SHG actively engage in direct sales by setting up stalls in local markets and establishing their own retail outlets, allowing them to connect with customers directly. Demand-Based Production: The Sanjeevani SHG employs a model where products are created based on consumer demand, facilitating direct sales to customers. The findings indicate that while these marketing strategies empower SHG members and enhance product availability, they also face significant challenges. Constraints such as limited marketing skills, lack of advertisement, and inadequate transportation facilities hinder the effective marketing of SHG products. This study suggests that enhancing marketing capabilities, establishing partnerships with local retailers, and improving product visibility could significantly benefit SHGs in maximizing their market reach and profitability.