A Study on Sales Promotional Strategies of Women Entrepreneurs in Retail Textile Business at Kanchipuram

Entrepreneurship is the most important activity in the economic development of a country. Economic growth and development of the country are determined by human, physical and financial resources. An economy can move on to higher levels of growth either by acquiring a larger quantum of the factors of production or through technical progress. Women constitute almost half of the world’s population out of the total workforce. The percentage of women in the workforce is 48.3 per cent in Russia and 23.5 per cent in India. Women have strong desirable qualities relevant to entrepreneurship such as their ability to manage the work that they take up, tolerance and kindness towards people. Women are rapidly emerging as smart and dynamic entrepreneurs. They have entered almost all areas of business activities such as textiles, embroidery, knitting, tailoring, steelworks, engineering goods, electronics etc. The most important reason for studying women entrepreneurs in retail outlets in the textile business is the significant role it plays in our lives. The retail textile business is consumer-oriented. Formulating effective sales promotional strategies are a difficult task for women entrepreneurs. The present study is aimed at identifying the sales promotional strategies adopted by women entrepreneurs in the textile business in Kanchipuram.