Abstract:
Development of the society is directly related to the income-generation capacity of its members. With agriculture as the key income-generation activity, the entrepreneurship based on farm and home can directly affect the income of a major chunk of our population. This paper provides the present situation of women entrepreneurs in India and the various challenges, which they are facing in the changing global scenario. It then focuses on marketing challenges faced by women entrepreneurs, and the various strategies used by them and related organization to overcome the challenges. It becomes essential to empower women technically so as to cope with the changing times and productively use her free time and the existing skills for setting up and sustaining enterprises. This will not only generate income for the family but also improve the decision-making capabilities of women leading to overall empowerment. Women ventures include growing of organic vegetables, flowers and seed production besides taking up mushroom growing and bee-keeping. Some more areas can be like dehydration of fruits and vegetables, chutneys, jams, squashes, dairy and other products which are ready to eat. Psychological stimulation is the prerequisite for putting any idea into action. Empowering rural women is a challenge which can be met by Micro-enterprises in rural area. Micro-enterprises enhance national productivity; generate employment and help develop economic independence and personal and social capabilities among rural women.
