Taking Challenges in Marketing Products Produced by Women: A Case Study of Women India Trust

Abstract

This article gives a brief case study of Women India Trust (WIT), an organization involved in the empowerment of women through providing them training support to produce new innovative products and assisting them in marketing these products. In the long run the organization is trying to build up entrepreneurship spirit in these women beneficiaries. The trust tried to implement various marketing strategies for selling these products and tried to tap various market segments like exporters, retailers, institutional buyers, etc. In the process it also identified its niche products, which has helped the trust to sustain the competition without compromising on its principles. This article talks about the role of WIT in building up group entrepreneurship among women and gives a brief review of the different strategies adopted by the trust to achieve its objectives.