A STUDY ON WOMEN ENTREPRENEURSHIP THROUGH KUDUMBASREE

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A STUDY ON WOMEN ENTREPRENEURSHIP THROUGH
KUDUMBASREE
Dissertation submitted to the Mahatma Gandhi University, Kottayam in partial
fulfillment of the requirement for the degree of
BACHELOR OF COMMERCE
By
JYOTHIS ANNIE KURIAN
(Reg. No. : 130021062075)
ANJU MARIA MATHEW
(Reg. No. : 130021062054)
UNDER THE SUPERVISION OF
Ms. TELSA TOM, M.com
Assistant Professor
RESEARCH AND PG DEPARTMENT OF COMMERCE
MARIAN COLLEGE KUTTIKANAM

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DECLARATION
We Jyothis Annie Kurian and Anju Maria Mathew do here by declare that this dissertation
entitled ‘A study on Women Enterpreneurship through Kudumbasree’ is a bonafide record of
work done by us and no part of this dissertation has been presented before for any Degree,
Diploma, Associate ship, Fellowship or other similar title or recognition of any University to the
best of my knowledge and belief.
Jyothis Annie Kurian
Anju Maria Mathew
Kuttikkanam
March 2016

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CERTIFICATE
This is to certify that the dissertation entitled ‘A Study on Women Entrepreneurship through
Kudumbasree’ is a bonafide piece of research work carried out by Jyothis Annie Kurian and
Anju Maria Mathew under my supervision and guidance and submitted to Mahatma Gandhi
University in partial fulfillment of the requirement for the award of the Degree of Bachelor of
Commerce.
Ms. Telsa Tom
Assistant Professor
Research & PG Department of Commerce
Marian College Kuttikkanam
Counter signed by:
Dr K V Thomas (M.com, M. Phil, Ph.D)
Head Research and PG Department of Commerce
Marian College Kuttikkanam
Kuttikkanam
March 2016

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ACKNOWLEDGEMENT
First and Foremost, praises and thanks to God, the Almighty, for his showers of blessings
throughout our project endeavour to complete the work successfully.
We take this opportunity to express our profound gratitude and deep regards to our guide
Dr. K V Thomas, Head, Research and PG Department of Commerce, Marian College
Kuttikkanam for his exemplary guidance, monitoring and constant encouragement throughout
the course of this project. We also take this opportunity to thank Ms. Telsa Tom ,Assistant
professor Research and PG Department of Commerce for the blessings, help and guidance given
by her carried as a long way in the journey of life on which we are about to embark. Without her
supervision and constant help this dissertation would not have been possible.
We also take this opportunity to express a deep sense of gratitude to Rev.Dr.Roy Abraham
P, Principle Marian College Kuttikkanam for his encouragement and help in completing this task
through various stages.
We are obliged to express our thanks to all the Teachers of Research and PG Department
of Commerce, Marian College Kuttikkanam for their valuable suggestions and help during the
course of this project.
We feel proud to record our gratitude to our Parents for their love, prayers, caring and keen
interest shown to complete this project.
Jyothis Annie Kurian
Anju Maria Mathew
Kuttikkanam
March 2016

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TABLE OF CONTENTS
Page no.
CHAPTER I: INTRODUCTION (10-12)
1.1 Introduction 10
1.2 Need and significance of the study 11
1.3 Objectives of the study 11
1.4 Research Methodology 12
1.5 Scheme of the report 12
CHAPTER II: REVIEW OF LITERATURE (13-32)
2.1 Review of Previous Study 13-18
2.2 Conceptual Review 19-32
CHAPTER III: DATA ANALYSIS AND INTERPRETATION (33-52)
3.1 Demographic Profile of Respondents 33-35
3.2 Financial Activities 36-42
3.3 Marketing Strategies 43-48
3.4 Level of Satisfaction 48-49
3.5 Impact 50-51
3.6 Problem 51-52

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CHAPTER IV: SUMMARY OF FINDNGS AND CONCLUSION (53-60)
BIBLIOGRAPHY (61-63)
APPENDIX (64-66)

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LIST OF TABLES
Table No. Name of Tables Page No.
3.1.1 Age group of Members 34
3.1.2 Number of Members 35
3.1.3 Annual Income 36
3.2.1 Deposit of Members 37
3.2.2 Chitt Funds 38
3.2.3 Personal loan to Members 39
3.2.4 Business/Agricultural related loans 40
3.2.5 Business Activities 41
3.2.6 Seasonal Loans 42
3.2.7 Loan from Bank 43
3.3.1 Products Offered 44
3.3.2 Advertising Method 45
3.3.3 Distribution Channel 46
3.3.4 Discount/Offers 47
3.3.5 Outlet 48
3.3.6 Process of selling 49
3.4.1 Ranking Level of Satisfaction before joining 50

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3.4.2 Ranking Level of Satisfaction after joining 50
3.5.1 Ranking of Impact 51
3.6.1 Ranking of Problems 52

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LIST OF FIGURES
Table No. Name of Figures Page No.
3.1.1 Age group of Members 34
3.1.2 Number of Members 35
3.1.3 Annual Income 36
3.2.1 Deposit of Members 37
3.2.2 Chitt Funds 38
3.2.3 Personal loan to Members 39
3.2.4 Business/Agricultural related loans 40
3.2.5 Business Activities 41
3.2.6 Seasonal Loans 42
3.2.7 Loan from Bank 43
3.3.1 Products Offered 44
3.3.2 Advertising Method 45
3.3.3 Distribution Channel 46
3.3.4 Discount/Offers 47
3.3.5 Outlet 48
3.3.6 Process of selling 49
3.5.1 Ranking of Impact 51
3.6.1 Ranking of Problems 53

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CHAPTER – I
INTRODUCTION
1.1 INTRODUCTION
The majority of elites like social scientists, economists, researchers, policy makers etc of the
present century are repeatedly emphasizing on development of entrepreneurship through
women’s empowerment by new and innovative schemes at micro level. It is central to the issue
of equality, justice and liberation. Women constitute almost half of the world’s population, but
are unfortunately one of the most deprived and unproductive members in the economy of many
countries of underdeveloped & developing world. Promoting various income generating
activities especially among rural women is perceived as one of the most powerful medium to
resolve several socio-economic and even political problems. Empowerment is a process of
awareness and capacity building, leading to a greater participation and greater decision making
power. Accordingly, empowerment refers to acquiring the ability and capacity to make strategic
life choices in an environment at individual, group or societal levels. When it occurs at
individual or personal level, it will have an impact on the group and societal levels.
Empowerment can thus be seen as interconnected and mutually reinforcing phenomenon that
brings growth and development in various walks of life of an individual and society at large.
Empowerment of women in general and poor women in particular, is the thrust area of
development initiatives in the whole of India in general & south one in particular, today. Women
empowerment is a process whereby women are able to organise themselves in community based
participatory groups to raise their own self confidence, self reliance, assert their independent
rights, counter and challenge the disparities and barriers against them, make prudent choices and
also control resources which will assist in challenging and eliminating their subordination
thereby bringing a beneficial social economic change. Women who have acquired better
knowledge, skill and experiences and who are conscious or are sensitized of their rights and
duties are considered to have been empowered to a greater extent. They can build up the capacity
to become economically self reliant and self sufficient, have the ability to make better decisions
in their family, improve their familial and societal status and enjoy a better standard of living and
thereby contributing substantially in building of the nation in short as well as long run.

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1.2 NEED AND SIGNIFICANCE OF THE STUDY
Even after rapid developments taking place throughout the world, women in our country,
especially in the rural areas are always denied their due role in the socio economic life of the
society and still remain the victims of neglect and discrimination. Till recently, many of the
actions taken in favour of women are mostly welfare oriented ones rather than development
oriented, and no constructive steps are taken for making women economically independent and
socially vibrant. Women need to be provided with the opportunities to participate in financial
activities and expand their social network to generate income and wealth, to make them self
reliant, economically stable that helps to generate female autonomy and solidarity. Educating
women, providing them training and opportunities for employment and self-employment all has
an added advantage of improving their familial role, enhancing their economic status and
contribute towards the social well being and overall development of the nation and its nationals.
The socio economic development of a nation can be made rapid and holistic only when both men
and women are able to contribute towards its growth and they are provided with equitable
opportunities for a balanced development. The present study is based on Kudumbasree of two
districts in Kerala which emphasises on women empowerment through community based
programme to eradicate poverty and bring rural women to the forefront for their upliftment in
economic arena.
1.3 OBJECTIVES
• To trace out the problems and hurdles faced by Kudumbasree micro enterprises.
• To study the level of satisfaction of Members in Kudumbasree.
• To analyse the financial activities performed by the Kudumbasree.
• To trace out different marketing strategies adopted by various Kudumbasree Micro
enterprises.

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1.4 RESEARCH METHODOLOGY
Area of study
The study used primary sources. Primary data was collected by using a questionnaire schedule
among 40 kudumbasree units under two districts (Pathanamthitta, Idukki) of Kerala state, who
claimed to have successfully engaged in the women empowerment. The questionnaire was
developed to assess their entrepreneurial development after their participation in Kudumbasree
programme. The data collected from the primary source were quantified and analysed in
qualitative terms which revealed that there was considerable improvement in the socioeconomic
status of women who participated in the Kudumbasree Programme in both Pathanamthitta
District and Idukki District, Kerala.
Source of data
The study is based on primary data. The data is collected from available online studies and
journals and review of literature is prepared.
1.5 SCHEME OF THE REPORT
The entire study is divided into 4 chapters.
Chapter 1: Introduction
Chapter 2: Review of Literature
Chapter 3: Data Analysis and Interpretation
Chapter 4: Summary of Findings and Implications
Reference
Appendix

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CHAPTER II
REVIEW OF LITERATURE
A detailed survey of literature was undertaken in order to identify the various activities
related to women entrepreneurship through Kudumbasree units. The reviewed materials were
helpful and resourceful for the study on women entrepreneurship through Kudumbasree.
2.1 REVIEW OF PREVIOUS STUDIES
Kalyani et al (2012), conducted an indebt exploration of the various programmes that were
introduced in order to enhance and empower the women from the below poverty line of
puthanvelikkara gram panchayath of Ernakulam District of Kerala state. Self prepared
questionnaire is administered among them to assess their socio economic development after the
participation in Kudumbasree. The finding reveals that economic development is the base for
other development. Collective effort has been recognized as tenets of women empowerment,
women empowerment leads to sustainable social development, Economic development of
women leads to better living status in the family, educational, nutritional, and the health needs of
the children were well satisfied and economic independence through kudumbasree improved the
social participation of its members.
Dr Reji (2013), conducted a study on economic empowerment of women through self help
groups in India. Women’s empowerment is critical to the socio economic progress of the
community and bringing women into the main stream of national development has, therefore,
been a major concern of the government. The Ministry of Rural Development has special
components for women in its programmes and funds are “women component” to ensure flow of
adequate resources for the same. One of the major schemes implemented by the Ministry of
Rural Development having women’s component is the SGSY (Swarnjayanti Gram Swarozgar
Yojana).

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Sharma et al (2008), conducted a study on women empowerment through entrepreneurial
activities of self help groups. The concept of Self Help Groups (SHGs) is proving to be a helpful
instrument for the women empowerment. SHG is an organization of rural poor, particularly of
women that deliver micro credit to undertake the entrepreneurial activity. Entrepreneurship
development and income generating activities are a feasible solution for empowering women. It
generates income and also provides flexible working hours according to the needs of
homemakers. Economic independence is the need of the hour. Participation in income generating
activities helps in the overall empowerment of women.
V. Sreeram et al (2015), conducted a study on Entrepreneurial Behaviour of Kudumbasree
Neighborhood Group (NHG) Members in Kerala. The study was conducted in Palakkad district
of Kerala with the objective of studying the relationship between selected profile characteristics
and entrepreneurial behaviour of members of Kudumbasree NHGs with a sample size of 120
respondents. Ex post facto research design was followed. The correlation analysis revealed that
age and credit orientation had non-significant relationship whereas education, income, mass
media exposure, social participation, training received, extension contact, marketing facilities,
value orientation and management orientation had positive and significant relationship with the
entrepreneurial behaviour of Kudumbasree NHG members.
Mazumdar et al (2015), conducted a study on Empowerment of Rural Woman Through
entrepreneurship. The promotion of micro and small scale enterprises has been recognized as an
important strategy for advancing the economic empowerment of women. In this scenario the
Self Help Groups (SHGs) are considered as institutional innovation that fosters empowerment of
rural women. Therefore the need for designing exclusive self-employed and other development
programmers for promotion of women empowerment is essential. The present study aims at
discussing some important aspects of women empowerment through micro entrepreneurship
development and SHGs.
Irshad et al (2015), conducted a study on micro enterprises promoted by Kudumbasree and their
marketing strategies in Malappuram District in Kerala. The Government of Kerala State has
introduced a novel scheme of poverty alleviation based on micro-credit and self help grouping.

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Paraphrased as Kudumbasree (‘Prosperity of the Family’), the scheme aims at improving the
living levels of the poor women in rural and urban areas. The project aims at removing poverty
among rural women households through setting up of micro-credit and productive enterprises.
The activities such as micro-credit and micro-enterprises under the scheme were undertaken by
the locally formed Community Development Societies consisting of poor women. The study
looks in to the role of micro enterprises functioning under Kudumbasree in the economic
development of Malappuram District and their marketing strategies.
M.C Minimol et al (2012), conducted a study on Role of self help groups in empowering rural
women in Kerala. The concept of self help groups was envisaged with the intent of using its
potent as a powerful tool for rural poverty alleviation through rural women empowerment. The
study was undertaken to critically evaluate the nature and extent of impact of participation in
SHGs on rural women. Analysis was conducted on the extent of various levels of empowerment
achieved by the members through their participation in SHGs.
Thangamani et al (2013), conducted a study on Women Empowerment through Self- Help
Groups with Special Reference to Mettupalayam Taluk in Coimbatore District. The study
addresses women empowerment through self help groups in Mettupalayam district of Tamilnadu.
The information required for the study has been collected from both the primary and secondary
sources A Random sampling method has been followed. Average and percentage analysis was
carried out to draw meaningful interpretation of the results. Chi – Square test used to find
whether the two attributes are associated or not. Garret ranking technique was used to find the
reasons for joining the Self help group. The results of the study revealed that the SHGs have had
greater impact on both economic and social aspects of the beneficiaries.
M.K Irshad et al (2015), conducted a study on women empowerment and micro finance in
Kerala. Micro finance programmes are promoted as an important strategy for women’s
empowerment. Micro finance builds mutual trust and confidence between bankers and rural poor
to encourage banking in a segment of population where formal financial institutions usually find
difficult to reach. The present paper examines the economic impact of micro finance
beneficiaries and whether the economic empowerment has resulted in the generation of a set of

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self reliant women. The study shows about the positive impact of the development programme of
Kudumbasree, a micro financial institution in Kerala, India.
Das et al (2015), conducted a study on the Impact of Women Self-help Groups (SHGs) on Rural
Entrepreneurship Development-A Case Study in Selected Areas of West Bengal. The study aims
at focusing some specific areas pertaining to possibilities and constraints of developing rural
entrepreneurship exclusively governed by rural women SHGs. Role of SHGs for promoting rural
entrepreneurship using local skills, local knowledge and local resources involving women
workforce has long been emphasized . During the last three decades rural development
practitioners have been focusing on SHGs as an instrument for rural- entrepreneurship
development in rural sector.
Nagalakshmi T (2015), conducted a study on support of Government in Women
Entrepreneurship. Government of India defined women entrepreneurship as an enterprise owned
and controlled by a woman having a minimum financial interest of 51% of the capital and giving
at least 51% of the employment generated in the enterprise to women. The study focuses on the
entrepreneurship and economic development, government and institutional support provided to
women entrepreneurs etc
.
Geethanjali et al (2013), conducted a study on Economic Development of Women through Self
Help Groups in YSR District, Andhra Pradesh, India. The study mainly focusing on the Self
Help Group formation, women entrepreneurship and economic empowerment of women after
they joining Self Help Groups in YSR district, Andhra Pradesh (A. P.) India. YSR district
(Kadapa district) is one of the pioneering districts for the implementation of the Development of
Women and Children in Rural Areas (DWCRA) as pilot project in the Andhra Pradesh state
along with Srikakulam and Adilabad.
Lokeswara Choudary et al (2012), conducted a study on Women Empowerment through self
help groups a case study of Kancheepuram District in Tamilnadu. The study is an attempt to
analyze the role and performance of SHGs in promoting women's empowerment in
Kancheepuram District of Tamilnadu. The broad objective of the study is to analyses the

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operating system of SHGs for mobilization of saving, delivery of credit to the needy,
management of group funds, repayment of loans, in building up leadership, establishing linkage
with banks and examines the social benefits derived by the members.
Narang, uma (2012), conducted a study on self help group: an effective approach to women
empowerment in India. Empowerment provides a greater access to knowledge and resources,
more autonomy in decision making, greater ability to plan lives, more control over the
circumstances which influence lives, and freedom from customs, beliefs and practices. Thus,
empowerment of women not just a goal in itself, but key to all global development goals.
Empowerment is an active multidimensional process to enable women to realize their identity
and power in all spheres of life. The study examines the women empowerment through SHGs
and also explains the current position of women empowerment in India.
Rajani et al (2014), conducted a study on Involvement of SHGs for Women Empowerment in
Kerala. The study is based on the theme of the Conference, “Facing the Challenges together”.
The study concentrates on the transitional status of Indian women, the challenges they have to
face, in general. The main theme is to describe on the aspects of women empowerment and to
give an overview on the major steps taken by the nation in that connection and on the concept of
Self Help Groups (SHGs). The attempt of the researchers is to bring out the importance of
women empowerment in the present scenario and the involvement of SHGs in it. SHGs in Kerala
are mainly meant to empower the rural poor especially the women in rural areas, but the study
concludes that if these SHGs are formed by mixing up women in the upper financial strata along
with women in the lower financial strata, the combination would bring out miracles. Facing the
challenges together is far better than making trials standing alone.
Khan et al (2014), conducted a study on Kudumbasree as a Catalyst for Economic
Empowerment of Rural Women through Self Help Groups in Kerala. The broad objectives of the
study is to examine the demographic profile of the KDMS members, to identify the effect of the
various demographic variables on economic empowerment of KDMS members for the sub
samples based on age, marital status, educational level and occupation. The study is mainly
based on primary data from 150 KDMS members collected through interviews and meetings.
Secondary data from research studies, annual reports, websites etc of government and non-

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governmental organisations were also used. KDMS acts as a catalyst for economic
empowerment of women by providing economic security, social solidarity and political
betterment of women of the particular region
Hemalatha AV (2012), conducted a study on skill development of women micro entrepreneurs
among self help group members in Kerala. Widespread establishment of women enterprises run
on micro and small scale basis in rural areas of the state, has been the outcome of the micro
finance programme through the formation of Self Help Groups (SHGs) which has been marked
as the system for emancipating women from the traditional set up to the forefront of
development process. The study is an attempt to assess the skill development of rural women
through the formation of Self Help Groups in different parts of Kerala.
Mahajan Shikha (2013), conducted a study on Women entrepreneurship in India. This
conceptual paper indicates and emphasizes the women entrepreneurs as the potentially emerging
human resource in the 21st
century. The primary objective of this paper is to find out the status of
women entrepreneurs in India and also studies the success story of Hina Shah the most
successful women entrepreneurs of India in plastic packaging and Founder of ICECD. Women of
21st century is no more a traditional resource confined to homes only rather an educated,
knowledgeable and innovative part of the overall population possessing the capacity to transform
economies into thriving enterprises. On the basis of this analysis some recommendations are
given to promote spirit of women entrepreneurship and helping the women to become a
successful entrepreneur
Umadevi, R (2013), conducted an evaluative study on the role of self help groups in
empowering women in India. Economic empowerment of women led to the empowerment of
women in several aspects such as socioeconomic opportunity, property rights, political
representation, social equality, personal rights, family development, and community
development and at last the nation development. For rural women, economic empowerment the
concept of self Help Groups (SHGs) based on group approach to rural development is indeed a
boon to the rural poor women who undertake viable economic activities on their own. The SHGs
are voluntary associations of people formed to attain some common goals. The study highlights
to evaluate the empowerment of women through SHGs in India

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2.2 CONCEPTUAL REVIEW
The Empowerment of women in economic, social and political arena has become one of the most
important concerns of 21st century. It is central to the issue of equality, justice and liberation in
the country. Women constitute almost half of the world’s population, but are the most deprived
and unproductive members in the economy of many world nations. Promoting various income
generating activities especially among rural women is perceived as one of the most powerful
medium to resolve several socio-economic and even political problems. Empowerment is a
process of awareness and capacity building, leading to a greater participation and greater
decision making power. The process of empowerment strengthens ones innate abilities through
acquiring knowledge, power and experience.
Empowerment of women is a process whereby women are able to organise themselves in
community based participatory groups to increase their own self confidence, self reliance, assert
their independent rights, counter and challenge the disparities and barriers against them, make
prudent choices and also control resources which will assist in challenging and eliminating their
subordination thereby bringing a beneficial social economic change.
The SHGs improve the equality of the status of women as participants and also empower their
economic, social and cultural orientation in the society. Women in SHGs have the power in
translating their welfare in to the welfare of their families. With the strong backing of women
SHGs and local government a unique poverty alleviation programme called Kudumbasree was
initiated in Kerala. The mission aims at the empowerment of women, through forming self-help
groups and encouraging their entrepreneurial or other wide range of activities. The purpose of
the mission is to ensure that the women should no longer remain as passive recipients of public
assistance, but active leaders in women-involved development initiatives. Kudumbasree
movement was launched on May 17, 1998. The formal function was chaired by the Local
Administration Minister Paloli Mohammed Kutty at Kottakkunnu in Malappuram where Prime
Minister Atal Bihari Vajpayee performed the formal launching of the program.

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2.2.1 OPERATIONAL DEFENITIONS
 Area Development Society (ADS)
Area Development Society (ADS) is the federation of 8-10 NHG’s formed at ward level, consists
of representatives of the poor elected from various federating NHGs. The Area Development
Society functions through three distinct bodies’ viz., General Body, Governing Body and
Monitoring and Advisory Committee.
 Community Development Society (CDS)
Community Development Society (CDS) is a registered body under the Charitable Societies Act
is formed by federating various ADS’s at Panchayath level. The CDS has three distinct bodies
viz, General Body, Governing Body and Monitoring & Advisory Committee
 Micro Enterprises
Micro enterprise is any income generating activity owned, operated and managed by a group,
consists of at least five and not more than fifteen women members of the Kudumbasree NHG s
with an investment ranging from Rs 5000 to Rs 5 lakh and should have a potential to generate at
least Rs 1500 per member per month by way of wages or profit or both together, with an
expectation of turnover ranging from Rs 1 lakh to Rs 5 lakh per year”.
 Neighbourhood Group (NHG)
It consists of women from 20 – 40 families and acts at grassroots level .NHG are the building
block of the organisation. In each Neighbourhood Group from among its members, five
Volunteers are elected for undertaking various functional activities. They are Secretary,
President, Community Health Volunteer, Income generation activities volunteer and
Infrastructure Volunteer.
 Women Entrepreneur
Women entrepreneurs are those who owe organize or operate and control an enterprise including
small and cottage industries with not less than 80% of the total workers are woman and whose
holding in the enterprise is at least 51%.

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2.2.2 CHALLENGES FACED BY WOMEN ENTREPRENEUR
 Conflicts between Work and Domestic Commitments
Women's family Obligations also bar them from becoming successful entrepreneurs in both
Developed and developing nations. "Having primary responsibility for children, Home and older
dependent family members, few women can devote all their Time and energies to their business"
(Starcher, 1996)
 Gender gaps in education
While women are making major strides in educational attainment at primary and secondary
levels, they often lack the combination of education, vocational and technical skills, and work
experience needed to support the development of highly productive businesses.
 Lack of finance
Access to finance is one of the most common challenges that entrepreneurs face and this is
especially true for women who are further impeded by lack of personal identification, lack of
property in their own name and the need for their husband's countersignature on many
documents.
 Legal constraints in family law
The institutional and legal environment is critical to the growth of female-owned enterprises.
Laws regulating the private sphere specifically those regarding marriage, inheritance and land
can hinder women's access to assets that can be used as collateral when securing a loan.
 Heavy household responsibilities
Leave a demand on women especially those in rural areas who have more children. They are
required to perform their traditional role as housewives and therefore, they have fewer hours of
free time than men, both during the weekend and weekdays. An ILO report on women
entrepreneurship identifies the following problems faced by women entrepreneurs.
 Lack of family support
Sometimes the family may make the women feel guilty of neglecting household duties in her
pursuit of business obligations. Cultural traditions may hold back a woman from venturing into
her own business.

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 Lack of capital
Traditional sources of finance like banks are reluctant to lend to women entrepreneurs especially
if they do not have any male or family backing. This is especially true of lower income females.
Women do not have adequate finance or legal knowledge to start an enterprise.
 Lack of confidence and faith
Lack of role models undermines the self confidence of women entrepreneurs. The activity of
selling is considered abhorrent to the female gender.
 Lack of right public/ private institutions
Most public and private incentives are misused and do not reach the woman unless she is backed
by a man. Also many trade associations like ministries, chambers of commerce do not cater to
women expecting women’s organizations to do the necessary thing.
2.2.3 ROLE OF WOMEN ENTREPRENEURSHIP
Entrepreneurship plays a prominent role in industrial development and the concept has
appreciably changed in nature and content over the years. Successful business ventures and
economic development do not just happen. They are the result of the combination of right
environment, proper planning, sustainable effort and innovation. New business formation is the
result of applying human skills with advanced technology, supported by capital and other
infrastructure to set in a development process. Like men entrepreneurs, women entrepreneurs
also have an equal role in the nation’s development. By starting enterprises, exploring new
markets, innovating new products and techniques and giving employment to people, women
entrepreneurs will be able to add to the growth and prosperity of the nation and to the state of
Kerala. Widespread establishment of women enterprises run on micro and small scale basis in
rural areas of the state, has been the outcome of the micro finance programme through the
formation of Self Help Groups (SHGs) which has been marked as the system for emancipating
women from the traditional set up to the forefront of development process. Financing the poor
through group approach was experimented in the State with the initiative of NABARD as a
means for poverty alleviation and women empowerment since 90’s. Inculcating the habit of thrift
or saving among the poor for self help and mutual help was the slogan behind this noble
approach of formation of Self Help Groups. This practice has been found to be of great benefit
for them as it provides a hassle free finance and easy dealings.

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2.2.4 KUDUMBASREE & WOMEN EMPOWERMENT
Kudumbasree (KDMS) is an innovative anti-poverty programme launched on 17 May 1998 by
the State Government of Kerala with the active support of the Government of India, NABARD,
women SHGs and the Local Self Governments (LSGs). Kudumbasree in local language means
prosperity of the family, which helps to enjoy the economic opportunities by a good number of
the poor women folks in rural and sub-urban Kerala. It is one of the largest women's movement
in Asia having over 37 lakh members and covers more than 50 per cent of households in Kerala.
It envisages prosperity of the poor families in the state with multiple programmes that will
provide them information, create awareness, build up their capability and capacity, enhance their
confidence and show them opportunity for better social security and empower them
entrepreneurially, administratively, physically, socially, economically and politically.
2.2.5 ORGANISATIONS OF KUDUMBASREE
The following are the community structures suggested for the rural side:
• Kudumbasree Ayalkoottam (NHG)
• Kudumbasree Ward Samithy (ADS)
• Kudumbasree Panchayat Samithy (CDS)
The paradigm shift in the approach is that any woman who is residing in the Grama Panchayat
can become a member of the Kudumbasree Ayalkoottam irrespective of whether she is in
a below poverty line (BPL) family. Since this aspect gives an opening for the above poverty line
(APL) families to enter into the community structures envisaged by Kudumbasree, it is further
ensured that majority of the office bearers should belong to BPL families. These structures give
added importance to women empowerment both social and economic.

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2.2.6 KUDUMBASREE IN KERALA
KDMS functions as a catalyst for entrepreneurship development & women empowerment, at
multiple levels which includes economic, social and political empowerment. Various key aspects
are included in the study of economic empowerment through KDMS, it includes components like
personal and family income after joining KDMS, the number of micro enterprises and self
employment opportunities through KDMS project, support to daily wage labourers through
membership in KDMS, ability to own assets or property after becoming members of KDMS,
basic facilities and household utilities of women in KDMS, position of savings and lending
capacity of members and ability of repayment of loans or debt of KDMS members.
Kudumbasree views Micro Enterprise Development as an opportunity for providing gainful
employment to the people below poverty line and thereby improving their income and living
standard. Micro enterprise development is an emerging process which will start with low capital
low risk and low profit at the initial stage which will gain momentum and later switch on to low
to medium capital and then to low to medium risk. In an advanced stage, it may even reach
medium capital medium risk and medium profit with appropriate technology, emerging
technology or even with low technology. To generate additional employment opportunities and
to bring down the incidence of poverty, micro enterprise is found to be the best tool by
Kudumbasree and it has acquired vast experiences by venturing into innovative micro enterprises
in this field over the last 5 years.
2.2.7 THE PROGRAMMES UNDER OPERATIONS OF KUDUMBASREE
The programmes conceived to reduce poverty are:
• Microfinance operations/Thrift and Credit Societies
• Micro Enterprises
• Micro Housing/ Bhavanasree
• Destitute Identification, Rehabilitation and Monitoring Programme/Ashraya
• Lease Land Farming/ Haritasree
• The S3 programme
• Children’s Neighbourhoods/Balasabha
• Solid Waste Management /Clean Kerala Business
• Special Employment Programme for the Educated Youth

25
• Special School for the Disabled Children/Buds
• Self Employment Programme under SJSRY
• GRQ Project
 MICRO FINANCE OPERATIONS
Thrift and Credit Societies are set up at Neighbourhood (NHG) level to facilitate the poor and to
avail easy credits, which have now grown up to Informal Banks of the poor women at their
doorsteps. Now, 10,687 Thrift and Credit Societies are in operation in the 58 urban areas
enveloping the major 58 towns. In the rural segment, 1, 45,674 Thrift and Credit societies are in
operation covering all the 991 Village Panchayats in the State. Most of the Thrift and Credit
Societies are capable of providing financial assistance to income generating activities. Through
microfinance operations, Rs.651.42 lakhs of thrift are raised and internal lending to the extent of
Rs.1473.12 lakhs is provided. The NHGs, which are able to avail loans, are linked with banks
under linkage banking programme of NABARD. Till date, 99,356 NHGs were upgraded and
71,702 of NHGs were linked with banks. Rs.258.78 Crore is distributed as loan to NHGs for
internal banking and credit of Rs 32281/lakhs flow through linkage banking. Linkage banking
programme becomes an effective tool to augument resources of NHGs.
 MICRO ENTERPRISES
Micro Enterprises foster the economic status of women as an effective means to eradicate
poverty. The income generating activities under individual and group initiatives to meet the
livelihoods of the poor women are massively promoted. Canteens/ Catering units, IT units ,
Group farming units, Fruit Processing units, Foot ware units, Condiments units, Umbrella units,
Building materials units ,Horticulture units, Electronics units ,Ready made garments units, Soap
powder units, Toys units , Grocery shops, are some of the examples of Micro Enterprises that are
undertaken by poor women under Kudumbasree. Mission. Women entrepreneurs are given
training in entrepreneurship development, skill development, project management, and
performance improvement by the Entrepreneurship Development Institute of India, Ahmadabad.
It is drawn that, as of date, there are 15,382 individual enterprises, and 1345 group enterprises in
urban areas an d 14,662 individual enterprises and 20,017 group enterprises in the rural areas are
on the run with the involvement of 2,42,,482 women across the state.

26
 MICRO FINANCING / BHAVANASREE
Under this programme poor families, who are in dire need of constructing new houses are able to
avail loans from banks and the repayment of which is ensured by tri-party agreement between
the beneficiaries, the Community Development Societies and the Financial
institutions/Banks.19,922 houses were constructed by using credit amounting to Rs.6765.91
lakhs.
 THE DESTITUTE IDENTIFICATION, REHABILITATION&MONITORING
PROGRAMME/ASHRAYA
This programme, named as “Ashraya” in local language (meaning ‘depending’) aims at uplifting
the poorest of the poor from their destitution. Poorest of the poor families, which lack adequate
food, drinking water, shelter, educational facilities for children, sanitation facilities, employment
opportunities, land for shelter, and worst sufferers of illness and chronic diseases are identified
and rehabilitated under various schemes. The programme launched in 391 Village Panchayats
and 6 Municipalities.
 LEASE LAND FINANCING/HARITHASREE
Lease Land Farming Programme, named ‘Harithasree’ in local language, lend helping hands to
those cultivators who are having no land at all. So Kudumbasree pools uncultivated lands on rent
and provide the willing cultivators for agricultural operations. Last year, lease land farming was
done in 18,489 hectares benefiting 3, 15,613 families hailing from 31,980 NHGs in the state.
 THE S3 PROGRAMME
Kudumbasree addresses the multifaceted deprivations of the poor families, which lack food,
health care, education, basic amenities such as shelter, drinking water, safe latrines and
employment. It is felt that poverty reduction would foster economic development if it sustains
the secured gains. So, sustainability economic development assumes greater importance in the
process of attacking poverty. So much so, Kudumbasree has evolved a project to build a model
in select panchayats on the concept of comprehensive development. The project focuses on self
sufficiency, self reliance and sustainability (S3) of the village panchayats. The project envisages

27
to address the problems of Child Development, Geriatric care, Mentally and Physically
Challenged, Education, Adolescent care, women Empowerment, Enterprise development,
Unemployment of the educated youth, Agriculture/Animal husbandry/ Dairy development,
Revamping the traditional sectors Basic minimum Needs and Destitute Identification and
Rehabilitation. Initially the programme was piloted in three panchayats viz., Venganoor in
Trivandrum district, Kodakara in Thrissur district and Munniyoor in Malappuram district. Later
on, the programme extended to 14 panchayats and the extension of the programme to another 70
panchayats is done.
 CHILDREN’S NEIGHBOURHOODS/BALASABHA
The children from poor families are organized to develop their intellectual faculties by
performing cultural activities from time to time. Termed as Balasabhas in local language it
functions as a platform of the children to help develop their overall capabilities that combines
education, entertainment and empowerment. 27463 Balasabhas comprising 504979 children ere
organized in different places in Kerala.
 SOLID WASTE MANAGEMENT/CLEAN KERALA BUSINESS
Solid waste is serious menace for all the urban and semi urban areas of Kerala Now
Kudumbasree mission tries to tackle this problem by setting up ‘Clean Kerala Business’ units in
an organized and planned manner entrusting to women entrepreneur groups to segregate, collect
and transport solid waste from the households, commercial establishments , hotels , etc..75 Clean
Kerala Business units are formed in the state so far.
 SPECIAL EMPLOYMENT PROGRAMME FOR EDUCATED YOUTH
A special employment programme for the educated youth has been initiated and 50,000 educated
youth were assigned with the task of Kudumbasree such as identification process, setting up of
innovative micro enterprises, etc.211 group and 170 individual enterprises have been formed
under this programme, thus benefiting 1307 people.

28
 SPECIAL SCHOOL FOR DISABLED CHILDREN /BUDS
Special Schools, called ‘Buds’, are set up aiming at providing for the developmental, social , and
emotional needs of the disabled children. These children are being provided with the necessary
medical attention, physical and mental therapy, mobility equipments, hearing aids, and
vocational and educational training.
 SELF EMPLOYMENT PROGRAMME UNDER (SJSRY)
Swarna Jayanthi Sahari Rozgar Yojana (SJSRY) is an anti poverty programme launched by the
Government of India ad is meant for the urban areas of the state. It covers the 53 Municipalities
and 5 Corporations. Individual enterprises and Group enterprises with a minimum number of 10
persons can be set up. 1365 group and 15382 enterprises are undertaken under this programme.
 GRQ (Goat-Rabbit-Quail) PROJECT
The Goat-Rabbit-Quail Project is a unique micro enterprises project for rearing the three species
together to earn a steady income to the family entrepreneurs. The predominantly non-vegetarian
population of Kerala necessarily ensures the potential market for the produce. The GRQ project
aims at utilizing the inherent advantage of the homestead farming practiced by number of
families. Quail rearing as an activity can ensure a weekly cash flow and that combined with the
quarterly and half yearly cash flow of rabbit and goat would ensure a source of steady income to
the family.
 NUTRIMIX-THE BABYFOOD PRODUCTS PRODUCTION PROJECT
The Nutrimix Baby food Production Project is an ambitious project recently launched by the
Kudumbasree mission. The Project envisaged starting 500 baby food production units in
different parts of Kerala. 21 Nutrimix production units have already been started. It is estimated
that 2500 women can find gainful employment through the programme, which targets the
massive baby food market dominated by big brands. The expected turnover is Rs, 200 crore per
annum.

29
2.2.8 SELF HELP GROUPS (SHGs)
Self Help Group (SHG) is a small voluntary association to form a group. It is informal and
homogenous group of not more than twenty members. SHGs consist of maximum 20 members
because any group having more than 20 members has to be registered under Indian legal system.
That is why, it is recommended to be informal to keep them away from bureaucracy, corruption,
unnecessary administrative expenditure and profit motive. In fact, it is a home grown model for
poverty reduction which simultaneously works to empower and shape the lives of its members in
a better way. Groups are expected to be homogenous so that the members do not have conflicting
interest and all the members can participate freely without any fear. Self-help groups (SHGs)
movement has triggered off a silent revolution in the rural credit delivery system in India. SHGs
have proved as an effective medium for delivering credit to rural poor for their socioeconomic
empowerment.
2.2.9 CHARACTERISTICS OF SHGs
• Each group should contain 15 to 20 members.
• The members of this group should live below the poverty line.
• It has identical interest/common occupation/social heritage, homogeneity and affinity.
• This group creates self-help, awareness, and economic and social empowerment to the
poor.
• The self-help group inculcates the thrift and savings habit among the members of each
group.
• SHG have full support from Government as well as non-government orgnisation to
enhance it.
• Each group maintains simple records and documents, which exhibit meetings, savings,
and expenditures and store other extracurricular activities.
• This group has a principle of collective leadership and mutual discussions.
• This group gets loans in micro-level from banks and some social service orgnisation.

30
 ECONOMIC EMPOWERMENT
• To inculcate the habit of saving
• To meet the small and emergency credit needs of their own
• To use the credit for the right purpose and to repay the loan regularly
• To enhance the income of the family
 SOCIAL EMPOWERMENT
• To create among the women to have a feeling of “We for Ourselves”;
• To improve the status of women in the society and in family, distribute the
responsibilities of decision-making power to all.
 SKILL DEVOLOPMENT
• Create self-confidence
• To inculcate the leadership qualities and interacting ability among the women.
2.3.1 CONSTITUTION AND FUNCTIONING OF SHGs
In the constitution and functioning of SHGs, there is a wide variation observed among the SHGs
of NGOs and between the SHGs of Kudumbasree and NGOs. Regarding membership,
attendance and other regulations, SHGs of Kudumbasree have fixed rules and regulations
whereas the SHGs of NGOs do not have any hard and fast rule in this regard. The designations
of office bearers differ between SHGs of NGOs. The number of Executive Committee Members
also varied depending upon the total strength of the group. SHGs of Kudumbasree follow the
bye-laws of CDS in selecting its executive members and the office bearers are elected in a
democratic way of voting. In the selection of beneficiaries for providing loan, the SHGs follow
certain criteria. Interest rate to be charged and the number of installments for repayment and
dealing with defaulter of repayment in time were left to the SHG. The most common rate of
interest charged by the SHGs was.0.02 %.Neighbours, friends, other members of SHGs, officials
of Kudumbasree and animators of NGOs were the agents who motivated the respondents to join
in the SHGs. There were dropouts reported from both the SHGs of NGOs and Kudumbasree.
Usually the dropout starts after 6 to 12 months. Comparatively dropout rate was found less in
Kudumbasree SHGs than from the SHGs of NGOs. Regarding the information about thrift
saving and loan repayment, there was no significant difference between members of SHGs of
NGOs and Kudumbasree. However, different NGOs follow different strategy for thrift savings.

31
Some fix an amount, which is agreed upon by majority of the groups under them, while others
leave the matter to the SHGs to fix up the amount. And, the Kudumbasree seem to have advised
its SHGs to fix up some norms for thrift savings. In the case of SHG-bank linkage, there was
significant difference between Kudumbasree and NGOs. All the SHGs selected from NIDS and
Mithranikethan were not linked to recognized banks/financial institutions since these two NGOs
had their own systems where the thrift savings were deposited. All the SHGs of Kudumbasree
were linked to Banks within two years.
2.3.2 SWOT analysis of SHGs
• SWOT analysis deals with organizational factors such as strengths and weakness and
environmental factors such as opportunities and threats in order to enhance
competitiveness of SHG operations.
• Strength is an inherent capability of the organization which it can use for strategic
advantage over its competitions. The respondents have ranked “unity among the group”
and “prompt repayment of loan” as first and second important strengths.
• A weakness is an inherent limitation or constraint of the organization which creates
strategic disadvantage to it. The respondents have ranked the variable Inclement weather
is a barrier to new entrepreneurial efforts as major weakness and bank loan for SHG is
not available in needed time as the next weakness.
• An opportunity is a favorable condition in the organizational environment which it
enables to strengthen its position. The respondents have ranked recognition from
government prizes and revolving fund has been ranked as second opportunity while
Availability of SHG ID has been ranked as first and foremost opportunity by the
respondents.
• A threat is an unfavorable condition in the organizations environment which causes a
risk or damage to organizations position. The respondents have identified “bankers lack

32
of interest in lending to SHGs” as the first and foremost threat and “illiteracy of SHGs
makes changing leaders difficult” as the second threat.
• The skewness values of strength, weakness, opportunities and threats show that all the
distributions are positively skewed.
• The strength, weakness, opportunities and threats were considered important by SHGs. It
is a significant pointer to the positive attitude of SHG and their confidence in their SHG
ability for survival and growth. The respondents consider strength, opportunities are
important to overcome threats and weakness arising from group operations.

33
CHAPTER III
DATA ANALYSIS AND INTERPRETATION
The aim of this chapter is to present the sample profile of the respondents and provide more accurate
understanding of the activities of Kudumbasree units in Idukki and Pathanamthitta district. This gives
you a clear idea about the respondents’ attitudes towards various activities held by their
Kudumbasree units.
3.1 DEMOGRAPHIC PROFILE OF RESPONDENTS
In this section we analyze the demographic profile of the respondents among whom the survey was
conducted.
Table 3.1.1 Age
Age Frequency Percent
20-30 1 2.5
30-40 7 17.5
40-50 19 47.5
Above50 13 32.5
Total 40 100.0
Source: Primary Data
Figure 3.1.1 Age
2.5
17.5
47.5
32.5
0
10
20
30
40
50
20-30 30-40 40-50 above 50

34
Of the total respondents, 47.5 percent belong to the age category 40-50, 32.5 percent belong to
the category Above 50, 17.5 percent belong to the category 30-40 and the least respondents
belong to the age category 20-30 i.e 2.5 percent.
Table 3.1.2 Number of Members in Kudumbasree
Number of members Frequency Percent
8-12 7 17.5
12-16 12 30.0
16-20 16 40.0
20 and above 5 12.5
Total 40 100.0
Figure 3.1.2 Number of Members in Kudumbasree
Of the total respondents, the highest number of members is in the category between 16-20 i.e 40
percent,30 percent of the respondents belong to the category 12-16, 17.5 percent of the
respondents belong to the category 8-12 and the least number of members are in the category
between 20 and above i.e, 12.5 percent.
19%
33%
43%
5%
(8-12)
(12-16)
(16-20)
20 and above

35
Table 3.1.3 Annual Income of Kudumbasree
Annual income Frequency Percent
Below 10000 13 32.5
10000-25000 19 47.5
25000-40000 5 12.5
40000 and above 3 7.5
Total 40 100.0
Source: Primary data
Figure 3.1.3 Annual Income of Kudumbasree
Of the total 40 respondents, the highest annual income is in the category between 10000-25000
i.e 47.5 percent, 32.5 percent of the respondents belong to the category Below 10000, 12.5
percent of the respondents belong to the category 25000-40000 and the lowest annual income is
in the category 40000 and above i.e, 7.5 percent.
32.5
47.5
12.5 4.5
Below 20000
10000-25000
25000-40000
40000 and above

36
3.2 FINANCIAL ACTIVITIES
In this section we analyze the financial activities of Kudumbasree among whom the survey was
conducted.
Table 3.2.1 Deposit of members
Deposit of members Frequency Percent
Yes 40 100.0
No 0 0
Total 40 100.0
Figure 3.2.1 Deposit of members
Of the total respondents, all the members are using the deposit service offered by their
corresponding kudumbasree units i.e, 100 percent and 0 respondents are not using this facility
100
0
yes no

37
Table 3.2.2 Chitt Funds
Chitt funds Frequency Percent
No 12 30.0
Yes 28 70.0
Total 40 100.0
Figure 3.2.2 Chitt Funds
From the total respondents, 70 percent of the kudumbasree units are providing the chitt funds
facility offered by their kudumbasree units and only 30 percent are not providing such facilities.
30
70 No
Yes

38
Table 3.2.3 Personal loan to members
Personal loan to members Frequency Percent
No 3 7.5
Yes 37 92.5
Total 40 100.0
Figure 3.2.3 Personal loan to members
From the total 40 respondents, 92.5 percent of the kudumbasree units are offering personal loan
to its members and only 7.5 percent of the kudumbasree units are not offering this facility to its
members.
7.5
92.5
0% 20% 40% 60% 80% 100%
No
Yes

39
Table 3.2.4 Business/Agricultural related Loans
Business/Agricultural related loans Frequency Percent
No 17 42.5
Yes 23 57.5
Total 40 100.0
Figure 3.2.4 Business/Agricultural related Loans
From the total respondents, 57.5 percent of the kudumbasree units are offering
business/agricultural related loans to its members and only 42.5 percent of the kudumbasree units
are not offering this facility.
42.5
57.5
0 20 40 60 80
No
Yes

40
Table 3.2.5 Business Activities
Business
Activities
Frequency Percent
No 11 27.5
Yes 29 72.5
Total 40 100.0
Figure 3.2.5 Business Activities
From the total respondents, 72.5 percent of the kudumbasree units are giving financial support to
its members for their business activities. Only 27.5 percent of the kudumbasree units are not
giving this financial support.
27.5
72.5
72.5
No
Yes

41
Table 3.2.6 Seasonal Loans
Seasonal loans Frequency Percent
No 38 95.0
Yes 2 5.0
Total 40 100.0
Figure 3.2.6 Seasonal Loans
From the total respondents, 95 percent of the kudumbasree units are not offering seasonal loans
to its members only 5 percent of the kudumbasree units are offering seasonal loans to its
members.
95
5
0 20 40 60 80 100
No
Yes

42
Table 3.2.7 Loan from Bank
Loan from bank frequency Percent
No 1 2.5
Yes 39 97.5
Total 40 100.0
Figure 3.2.7 Loan from Bank
From the total 40 respondents, 97.5 percent of the kudumbasree units are taking loan from the
bank and only 2.5 percent of the kudumbasree units are not taking loan from the bank.
2.5 97.5
97.5
No
Yes

43
3.3 MARKETING STRATEGIES
In this section we analyze the marketing strategies used by the kudumbasree units among whom the
survey was conducted.
Table 3.3.1 Products offered
Products offered Frequency Percent
Soap 4 10.0
Soap powder 6 15.0
Stationary items 10 25.0
Other 20 50.0
Total 40 100.0
Figure 3.3.1 Products offered
From the total respondents, majority of the kudumbasree units are offering products other than
soap, soap powder and stationary items i.e 50 percent. 25 percent of the respondents offer
sationary items, 15 percent of the respondents offer soap powder, and only 10 percent of the
respodents offer soap.
10%
15%
25%
50%
Soap
Soap powder
Stationary items
Other

44
Table 3.3.2 Advertising Method
Advertising Method Frequency Percent
Internet 1 2.5
Billboards 1 2.5
Word of mouth 38 95.0
Total 40 100.0
Figure 3.3.2 Advertising Method
From the total respondents, majority of the kudumbasree units are using word of mouth as their
advertising method i.e 95 percent. Other units use internet and billboards as their advertising
method where both advertising method holds 2.5 percent.
2.52.5
95
Internet
Billboards
Word of mouth

45
Table 3.3.3 Distribution channel
Distribution channel Frequency Percent
Within your unit 30 75.0
Outside your unit 2 5.0
In business premises 5 12.5
Other 3 7.5
Total 40 100.0
Figure 3.3.3 Distribution channel
From the total 40 respondents, majority of the kudumbasree units are selling their products
within their own units i.e 75 percent. 12.5 percent of the respondents sell their products in
business premises, 7.5 percent of the respondents sell their products belong to Other category
Only 5 percent of the kudumbasree units sell their products outside their unit.
75
5
12.5
7.5 Within your unit
Outside your unit
In a business
premises
Other

46
Table 3.3.4 Discount/Offers
Discount/Offers Frequency Percent
No 26 65.0
Yes 14 35.0
Total 40 100.0
Figure 3.3.4 Discount/Offers
From the total respondents, 65 percent of the kudumbasree units are not providing any
discount/offers for their products but 35 percent of the kudumbasree units are providing this
facility.
65
35
0 20 40 60 80
No
Yes

47
Table 3.3.5 Outlet
Outlet Frequency Percent
No 19 47.5
Yes 21 52.5
Total 40 100.0
Figure 3.3.5 Outlet
Among the total respondents, 52.5 percent of the kudumbasree units have special outlets for
selling their products and only 47.5 percent of the kudumbasree units do not have such facility.
45
46
47
48
49
50
51
52
53
No Yes
47.5
52.5

48
Table 3.3.6 Process of selling
Process of selling Frequency Percent
Direct personal sale 39 97.5
Other 1 2.5
Total 40 100.0
Figure 3.3.6 Process of selling
Among the total respondents, 97.5 percent of the kudumbasree units use direct personal sale as
their process of selling only 2.5 percent of the kudumbasree units use other process of selling.
3.4 LEVEL OF SATISFACTION
In this section we analyze the level of satisfaction of the respondents among whom the survey was
conducted.
0
20
40
60
80
100
Direct personal
sale
Other
97.5
2.5

49
Table 3.4.1 Ranking of Level of satisfaction
Heads Rank Before joining
Life Style 1 131
Social Status 2 120
Education/Knowledge 3 110
Regular Income 4 103
General Awareness 3 110
Level of satisfaction and impact before joining kudumbasree ,from the total 40 respondents life
style holds first rank with 131 points,social status hold the second rank with 120
points,Education/Knowledge and General Awareness holds third rank with 110 points,and
regular income hold the least rank ie, 103.
Table 3.4.2 Ranking of Level of satisfaction
Heads Rank After joining
Regular Income 1 297
Education/Knowledge 2 290
General Awareness 2 290
Social Status 3 280
Life Style 4 269
Level of satisfaction and impact after joining kudubasree, from the total respondents regular
income holds first rank with 297 points, Education/Knowledge and General Awareness hold
second rank with 290 points, and Social Status holds the third rank with 280 points and life style
hold the least rank ie, 269

50
3.5 IMPACT
In this section we analyze the impact of kudumbasree units on respondents among whom the survey
was conducted.
Table 3.5.1 Ranking of Impact
Rank Changes in Social status Satisfaction Reliability
Freq. Percent Freq. Percent Freq. Percent
1 0 0 0 0 0 0
2 0 0 0 0 0 0
3 1 2.5 1 2.5 3 7.5
4 17 42.5 14 35.0 17 42.5
5 22 55.0 25 62.5 20 50.0
Total 40 100.0 40 100.0 40 100.0
Figure 3.5.1
Of all the total respondents, 55 percent of the respondents strongly disagree that kudumbasree
made changes in their social status, 0 percent strongly agree that there is changes in the social
status.
0
0
2.5
42.5
55
0
0
2.5
35
62.5
0
0
7.5
42.5
50
0 20 40 60 80
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Reliability
Satisfaction
Changes in social status

51
From the total respondents,62.5 percent of the respondents strongly disagree that they are
satisfied with their own kudumbasree and 0 percent strongly agree that they are satisfied.
Of all the total respondents, 50 percent of the respondents strongly disagree that kudumbasree
made reliable source of income, 0 percent of the respondents strongly agree that kudumbasree
made reliable source of income.
3.6 PROBLEM
In this section we analyze the problem faced by the kudumbasree units among whom the survey was
conducted
Table 3.6.1 Ranking of Problem
Rank Lack of
team work
Poor quality High
Interest on
Loans
Lack of co-
ordination
from
panchayat
Lack of
finance
Lack of
capital
Freq. Percent Freq. Percent Freq. Percent Freq. Percent Freq. Percent Freq. Percent
1 0 0 0 0 1 2.5 7 17.5 0 0 7 17.5
2 13 32.5 5 12.5 10 25.0 6 15.0 10 25.0 9 22.5
3 7 17.5 9 22.5 8 20.0 5 12.5 14 35.0 12 30.0
4 16 40.0 16 40.0 18 45.0 15 37.5 13 32.5 9 22.5
5 4 10.0 10 25.0 3 7.5 7 17.5 3 7.5 3 7.5
Total 40 100.0 40 100.0 40 100.0 40 100.0 40 100.0 40 100.0

52
Figure 3.6.1
Of all the 40 respondents, 40 percent of the respondents disagree with the problem lack of team
work in their kudumbasree, 0 percent strongly agree that there is lack of team work in their
kudumbasree.
Among the 40 respondents,40 percent of the respondents disagree with the problem of poor
quality of goods in their kudumbasree,0 percent of the respondents strongly agree with the
problem of poor quality of goods in their kudumbasree.
Of all the 40 respondents,45 percent of the respondents disagree with the problem of high
interest in loan,2.5 percent of the respondents strongly agree with the problem of high interest in
loan.
From all the 40 respondents,37.5 percent of the respondents disagree with the problem of lack of
co-ordination from panchayat,only12.5 percent of respondents neither agree nor disagree.
Among the 40 respondents,35 percent of the respondents neither agree nor disagree with the
problem of lack of finance,0 percent of the respondents strongly agree with the problem of lack
of finance.
Of the 40 respondents, 30 percent of the respondents neither agree nor disagree with the problem
of lack of capital, 7.5 percent of the respondents strongly disagree with the problem of lack of
capital.
0
32.5
17.5
40
10 strongly agree
agree
neutral
disagree
strongly disagree

53
CHAPTER-IV
SUMMARY OF FINDINGS AND CONCLUSIONS
4.1 INTRODUCTION
Kudumbasree is a poverty eradication project officially launched by the Government of Kerala
with the active support of the Centre and NABARD for wiping out absolute poverty from the
State within 10 years. The project is implemented by the State Poverty Eradication Mission of
the State government through local self-governing bodies. It aims at eradicating poverty in ten
years through concerted community action under the leadership of local self-government bodies.
This mission is the transformation of earlier Urban Poverty Alleviation Programmes (UPAP) like
Urban Basic Services (UBS) and Urban Basic Services for the Poor (UBSP) which had been
successfully implemented for improving the livelihood of the poor in urban areas with
community participation. The success of UBS/UBSP projects prompted the State Government to
extend this project to all urban local bodies in the State. The Neighbourhood Group (NG)
consisting of 20-40 women are selected from poor families. Meetings are convened on a weekly
basis in the house of NG members. To co-ordinate activities of each NG, five volunteers from
among the members of the group are selected. Besides empowering women through community-
based organisation, Kudumbasree encourages and guides them to start small enterprises.
Products manufactured by such enterprises are sold through rural marketing network.
Kudumbasree views Micro Enterprise Development as an opportunity for providing gainful
employment to the people below poverty line and thereby improving their income and living
standard. Micro enterprise development is an emerging process which will start with low capital
low risk and low profit at the initial stage which will gain momentum and later switch on to low
to medium capital and then to low to medium risk. This Paper aims at examining the socio-
economic impact of the Kudumbasree projects and the role of micro enterprises functioning
under Kudumbasree along with their marketing strategies and enhance to provide suggestion
regarding their functioning for the economic development of Pathanamthitta and Idukki district,
Kerala.

54
4.2 NEED AND SIGNIFICANCE OF THE STUDY
Even after rapid developments taking place throughout the world, women in our country,
especially in the rural areas are always denied their due role in the socio economic life of the
society and still remain the victims of neglect and discrimination. Till recently, many of the
actions taken in favour of women are mostly welfare oriented ones rather than development
oriented, and no constructive steps are taken for making women economically independent and
socially vibrant. Women need to be provided with the opportunities to participate in financial
activities and expand their social network to generate income and wealth, to make them self-
reliant, economically stable that helps to generate female autonomy and solidarity. Educating
women, providing them training and opportunities for employment and self-employment all has
an added advantage of improving their familial role, enhancing their economic status and
contribute towards the social wellbeing and overall development of the nation and its nationals.
The socio economic development of a nation can be made rapid and holistic only when both men
and women are able to contribute towards its growth and they are provided with equitable
opportunities for a balanced development. The present study is based on Kudumbasree of two
districts in Kerala which emphasises on women empowerment through community based
programme to eradicate poverty and bring rural women to the forefront for their upliftment in
economic arena.
4.3 OBJECTIVES
• To trace out the problems and hurdles faced by Kudumbasree micro enterprises.
• To study the level of satisfaction of Members in Kudumbasree.
• To analyse the financial activities performed by the Kudumbasree.
• To trace out different marketing strategies adopted by various Kudumbasree Micro
enterprises.

55
4.4 RESEARCH METHODOLOGY
Area of study
The study used primary sources. Primary data was collected by using a questionnaire schedule
among 40 kudumbasree units under two districts (Pathanamthitta, Idukki) of Kerala state, who
claimed to have successfully engaged in the women empowerment. The questionnaire was
developed to assess their entrepreneurial development after their participation in Kudumbasree
programme. The data collected from the primary source were quantified and analysed in
qualitative terms which revealed that there was considerable improvement in the socioeconomic
status of women who participated in the Kudumbasree Programme in both Pathanamthitta
District and Idukki District, Kerala.
Source of data
The study is based on primary data. The data is collected from available online studies and
journals and review of literature is prepared.
4.5 LIMITATIONS OF THE STUDY
1. The research area is restricted to Pathanamthitta & Idukki District.
2. The sample size is limited to 40 respondents.
3. The respondents are either the secretary or the president only of the microenterprise who acts
as leader in respective groups.
4. The district coordination team of Kudumbasree, Panchayath level community organizers and
office bearers of CDS who really organize and monitor the Kudumbasree micro enterprise
activities not come under respondent category.

56
4.6 FINDINGS
4.6.1 BASIC INFORMATION
• Of the total respondents, it was found that majority of the respondents i.e 47.5 percent are
belong to the age group 40-50 and the least respondents are belong to the age group 20-30
i.e 2.5 percent.
• It is seen that of the total respondents, the highest number of members is in the category
between 16-20 i.e 40 percent and the least number of members are in the category between
20 and above i.e, 12.5 percent.
• From the study it was concluded that of the total respondents, the highest annual income is
in the category between 10000-25000 i.e 47.5 percent, and the lowest annual income is in
the category 40000 and above i.e, 7.5 percent.
4.6.2 FINANCIAL ACTIVITIES
• It was observed from the study that from the total respondents, all the members are using
the deposit service offered by their corresponding kudumbasree units i.e, 100 percent.
• From the study it was found that of the total respondents, 70 percent of the kudumbasree
units are using the chitt funds facility offered by their kudumbasree units and only 30
percent are not providing such facilities.
• It was clearly observed that from the total respondents, 92.5 percent of the kudumbasree
units are offering personal loan to its members and only 7.5 percent of the kudumbasree
units are not offering this facility to its members.
• It is inferred that from the total respondents, 57.5 percent of the kudumbasree units are
offering business/agricultural related loans to its members and only 42.5 percent of the
kudumbasree units are not offering this facility.
• From the study it was concluded that of the total respondents, 72.5 percent of the
kudumbasree units are giving financial support to its members for their business activities.
Only 27.5 percent of the kudumbasree units are not giving this financial support.

57
• From the study it was found that among the total respondents, 95 percent of the
kudumbasree units are not offering seasonal loans to its members only 5 percent of the
kudumbasree units are offering seasonal loans to its members.
• It was found that from the total respondents, 97.5 percent of the kudumbasree units are
taking loan from the bank and only 2.5 percent of the kudumbasree units are not taking
loan from the bank.
4.6.3 MARKETING STRATEGIES
• It is inferred that from the total respondents, majority of the kudumbasree units are offering
products other than soap, soap powder and stationary items i.e 50 percent.
• It was observed from the study that among the total respondents, majority of the
kudumbasree units are using word of mouth as their advertising method i.e 95 percent.
Other units use internet and billboards as their advertising method where both advertising
method holds 2.5 percent
• It is seen that from the total respondents, majority of the kudumbasree units are selling their
products within their own units i.e 75 percent. Only 5 percent of the kudumbasree units sell
their products outside their unit.
• From the study it was found that from the total respondents, 65 percent of the
kudumbasree units are not providing any discount/offers for their products but 35 percent
of the kudumbasree units are providing this facility.
• It is inferred that among the total respondents, 52.5 percent of the kudumbasree units have
special outlets for selling their products and only 47.5 percent of the kudumbasree units do
not have such facility.
• From the study it was concluded that among the total respondents, 97.5 percent of the
kudumbasree units use direct personal sale as their process of selling only 2.5 percent of
the kudumbasree units use other process of selling.

58
4.6.4 LEVEL OF SATISFACTION
• Level of satisfaction before joining kudumbasree, from the total respondents life style holds
high rank ie, 131 and regular income hold the least rank ie, 103.
• Level of satisfaction after joining kudubasree, from the total respondents regular income
holds high rank ie,297 and life style hold the least rank ie,269
4.6.5 IMPACT
• Of all the total respondents,55percent of the respondents strongly disagree that
kudumbasree made changes in their social status,0 percent strongly agree that there is
changes in the social status.
• From the total respondents,62.5 percent of the respondents strongly disagree that they are
satisfied with their own kudumbasree and 0 percent strongly agree that they are satisfied.
• Of all the 40 respondents, 50 percent of the respondents strongly disagree that
kudumbasree made reliable source of income, 0 percent of the respondents strongly agree
that kudumbasree made reliable source of income.
4.6.6 PROBLEM
• Of all the total respondents,40 percent of the respondents disagree with the problem lack of
team work in their kudumbasree,0 percent strongly agree that there is lack of team work in
their kudumbasree.
• Among the total respondents,40 percent of the respondents disagree with the problem of
poor quality of goods in their kudumbasree,0 percent of the respondents strongly agree
with the problem of poor quality of goods in their kudumbasree.
• Of all the total respondents,45 percent of the respondents disagree with the problem of high
interest in loan,2.5 percent of the respondents strongly agree with the problem of high
interest in loan.

59
• From all the total respondents, 37.5 percent of the respondents disagree with the problem of
lack of co-ordination from panchayat, only12.5 percent of respondents neither agree nor
disagree.
4.7 SUGGESTIONS
• From the study it was found that there was no proper knowledge to the members about
the activities conducted in the kudumbasree so kudumbasree must ensure that Special
camps, orientation classes, workshops must be conducted by those people having expert
knowledge in the concerned subjects.
• It was found that there was lack of support from the officials so the officials must ensure
that they make a visit to the enterprises more frequently giving proper support system,
clarifying doubts and proper guidance.
• Proper guidance and communication must be given to the local authorities, semi
government organizations and government aided institutions to purchase the products
made by Kudumbasree units. They have to give priority to Kudumbasree units while
inviting quotations from the suppliers. This ensures a ready marketability of the products.

60
4.8 CONCLUSION
Kudumbasree became the lifeline to many of the poor women in the state of Kerala especially in
the Pathanamthitta&Idukki districts. It is a massive anti poverty programme of the Government
of Kerala aiming at eradicating poverty and salvage the destitute from the wretches of extreme
deprivation. The relative success of Kudumbasree enterprises is a clear sign of widespread
acceptance of community-based activities done to uplift the poor and downtrodden people. Poor
Women have truly been empowered by joining in Kudumbasree organs like Neighbourhood
groups and Micro enterprises. The State Poverty Eradication Mission-Kudumbasree- launched
by the Government of Kerala State in India is a massive poverty eradication programme in
contemporary history. It has been proved without any doubt that women empowerment is the
best strategy for poverty eradication Women who were regarded as voiceless and powerless
started identifying their inner power, their strength, opportunities for growth, and their role in
reshaping their own destiny. The process of empowerment becomes the beacon light to their
children, their families and to the society at large. We can obviously say that the perceptions like
capability, deprivation is one among the root causes of poverty and building capability of poor is
inevitable to make poverty alleviation efforts sustainable is true in all sense. For attaining that
goal, making the efforts to perfect Micro entrepreneurship is inevitable. Neighbourhood groups
and their allied micro enterprises seems to be the one and only solution to save the rock bottom
poor who live in utter distress and despair and who were left out from the coverage. Even though
there are so many pitfalls and shortcoming. These micro units has been successful in reaching the
unreached through providing ways and means of living and financial independence. Even though
the Kudumbasree Micro enterprises are in their early stages, they show a clear symptom of
sustainability. Around 50% of the units are running on profit. Shortcomings in some areas (in
marketing and product standardization) still exist but through more exposure to training and
experiences, these hurdles can be bypassed. Adopting all the ways of advertising, Appointing
Professional agencies for outside advertising, Developing a separate logo and slogan for the
product, Diversifying the product portfolio, Conducting regular exhibitions and Increasing small
outlets and exclusive showrooms for Kudumbasree products are found to be some of the
measures to build up a bright future for Kudumbasree enterprises. Anyway we hope that a bright
and sunny tomorrow awaits them and this study may help them to reach out to that glittering day.

61
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64
APPENDIX
A STUDY ON WOMEN ENTREPRENEURSHIP THROUGH
KUDUMBASREE
BASIC INFORMATION
1. Name of the Kudumbasree:
2. Age group of Member: Below 20 (20-30) (30-40) (40-50) above 50
3. What is the number of members in a Kudumbasree?
4. What is the Annual income of the Kudumbasree?
Below 10000 10000-25000 25000-40000 40000& above
FINANCIAL ACTIVITIES
5. Tick the financial activities undertaken by your Kudumbasree
Activities Yes No
Deposit of Members
Chitt funds
Personal Loans to Members
Business/Agricultural related Loans
Business Activities
Seasonal Loans
Loan from Bank

65
MARKETING STRATEGIES
6. What are the products offered for sale by the Kudumbasree?
Soap Soap Powder Stationary items other
7. What is the advertising method used by Kudumbasree for marketing its products?
Internet Media (TV, Radio) Billboards Word of Mouth
8. Where do you sell your products?
Within your unit outside your unit in a business premise other
9. Do you offer discount/ offers for your Products?
Yes No
10. Do you have outlets for your business?
Yes No
11. What is the process for selling your service or products?
Direct personal sale direct online sale
Indirect through channels other

LEVEL OF SATISFACTION & IMPACT
12. How do you rate the changes you experienced after joining Kudumbasree
Rate your response out of 10
Heads Before Joining After Joining
Education/Knowledge
General Awareness
Regular Income
Life Style
Social Status

66
13. Please rate your satisfaction regarding the following aspects through 5-point scale
Aspects Strongly
agree
Agree Neutral Disagree Strongly
Disagree
Kudumbasree made changes in social
status
Satisfied with your Kudumbasree
Kudumbasree create reliable source
of Income
PROBLEM
14. Please rate your problems through 5-point scale
Heads Strongly
agree
Agree Neutral Disagree Strongly
Disagree
Lack of team Work
Poor quality of goods
High Interest for loans
Lack of co-ordination from
Panchayat
Lack of Finance
Lack of Capital

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