Marketing patterns of products produced by selected women SHGs: A case study of Mahasamund district of Chhattisgarh

This research investigates the socio-economic status of women SHG members and examining the marketing practices adopted by selected Self-Help Groups (SHGs) in Mahasamund district, Chhattisgarh. Women-led SHGs play a pivotal role in rural development by engaging in microenterprise activities, particularly in food processing, thereby contributing to both economic well-being and social empowerment. The study focuses on three SHGs—Jai Maa Durga, Jan Jagriti, and Radhe Krishna—that are actively involved in the production of items such as Til Laddu, Lemon Pickle, Moong Papad, and Badi. Primary data were collected from 47 women participants through structured interviews and verified SHG records. Socio-economic profiling highlighted that the majority of participants belonged to the 25-30 age group, were married, and had completed at least secondary education, enabling better participation in income-generating activities. Marketing analysis revealed that 48% of sales were channeled through local shops, 34% through weekly markets, and 18% directly to consumers. While local shops provided stable sales, direct marketing showed higher profitability potential. The study concludes that SHG-led enterprises significantly contribute to women's empowerment and household income. To enhance sustainability and market reach, there is a pressing need to invest in branding, capacity-building, and digital marketing strategies tailored for rural producers.