AMBER – ABBS Management Business and Entrepreneurship Review

R. Amudha ¹

Affiliations
1 Karunya University Business School, Coimbatore-641114, IN

Abstract

The 'World Bank' research shows that an estimated 2.5 billion working-age adults globally-more than half of the total adult population-have no access to the types of formal financial services delivered by regulated financial institutions that wealthier people rely on. Instead, they depend on informal mechanisms for saving and protecting themselves against risk.

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R. Amudha ¹, A. Dhanalakshmi ²

Affiliations
1 Karunya School of Management, Karunya University, Coimbatore, IN
2 Acharya Academy of Management Studies, Bangalore, IN

Abstract

Rural India, a plethora of natural resources and the people harness their traditional knowledge and native skills to produce unique and innovative products with utility values at best prices. But owing to lack of industrial infrastructure and inadequate exposure to business practices, often these products fail to reach wider consumers. Many Non Governmental Organizations (NGOs) have taken the intermediary role of transforming these less known products to branded products. They have initiated revolutionizing the commercialization of the rural products at a wider reach.

This paper discusses the role of Centre for Rural Health and Social Education (CRHSE), Yelagiri Hills, in assisting the rural community, to manufacture and market the rural products. It throws light on how this NGO has brought a change in improving the standard and quality of the products to meet the requirement of the consumers and creating a demand for these products, in and around the villages of Vellore district. It deals with the strategies adopted with respect to the Self Help Groups (SHGs) on the formation, training and guidance provided in manufacturing and marketing and how rural products can be branded or an effective reach to the consumers at a wider range.

Keywords

NGOs, CRHSE, SEM Mahalir Federation and Branding Identity.

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