A study on the perception and effectiveness of digital marketing platforms adopted by women entrepreneurs in Jhansi city with a focus on the bakery business. (study the use of instagram, whatsapp, whatsapp business, facebook and e-commerce).

This Study is based on the women entrepreneurs who are running their home bakery in Jhansi city while using Digital marketing platforms like Instagram , Whatsapp , Facebook , E-Commerce platforms , utilizing their bakery skills and promoting business online , their perception or mindset towards digital tools , content creation , impact on sales and growth after using digital platforms . Main aim of this study to check the effectiveness of digital tools used by local women to promote their business, customer reach, target audience, growth and expansion. This Study includes both Qualitative and Quantitative approach, in this study data is collected through questionnaire, survey and interviews plays a key role. Descriptive statistics and chi – square test is applied in this study, graphical presentations through pie chart and bar graphs is being done. The results are indicating that instagram is a very effective tool in attracting customers. Findings of this Study are indicating that instagram plays a key role in promoting baking business as it is easy to use, increase customers, and order management .this study suggests the proper training is required as most of the women are married and not able to use digital platforms effectively, proper training and programs may enhances the digital participation of home bakers (women entrepreneurs) in Jhansi city.