CHALLENGES OF MARKETING AND BRANDING FOR WOMEN ENTREPRENEURS IN ASSAM

Women entrepreneurs in Assam contribute significantly to the economic development of the region, particularly in industries like handicrafts, textiles, and food processing. However, their entrepreneurial journey is fraught with challenges in marketing and branding. Limited financial resources, lack of technical expertise, restricted market access, and cultural and gender biases hinder their ability to establish strong brand identities and reach wider audiences. These challenges are further compounded by the need to balance traditional practices with modern marketing strategies. This study explores the socio-economic status of women entrepreneurs in Assam, the cultural and industrial context of their businesses, and the critical hurdles they face in branding and marketing. It also highlights potential solutions, such as access to financial support, skill development, and digital tools, which can empower women entrepreneurs to overcome these barriers. By addressing these challenges, women entrepreneurs can unlock greater opportunities for growth, contribute to regional development, and achieve sustainable business success.