A COMPREHENSIVE ANALYSIS OF WORK-LIFE BALANCES AMONG SALESWOMEN IN KERALA'S MAJOR SUPERMARKETS

This study investigates at the work-life balance concerns that saleswomen confront in Kerala's supermarket sector, with a focus on the specific dynamics for women in frontline retail employment. Supermarkets, one of Kerala's fastest-growing retail industries, provide major employment prospects for women. However, the demanding nature of sales jobs characterized by long hours, physical strain, restricted flexibility, and unpredictable schedules places a significant burden on their personal lives, mental health, and overall job satisfaction. The study plunges into crucial aspects influencing work-life balance, such as work hours, stress levels, family responsibilities, organisational support, and the presence or absence of work-life policies in the workplace. Furthermore, the study investigates how these women balance family life with their work responsibilities. This study helps to a better understanding of the unique requirements of female retail workers in Kerala's supermarket operation. It emphasizes the significance of managerial knowledge and policy actions suited to the specific issues these women confront. This study's findings are important for legislators, retail managers, and researchers interested in workforce sustainability and gender-focused workplace practices. (Keywords: Work-life balance, saleswomen, supermarkets, retail sector, Kerala, employee well-being, organizational support, flexible work policies and gender-specific challenges).