Bengaluru: The pandemic may have affected each and every person in one way or the other, but there are few people who kept hopes alive and ventured into doing something new even in the midst of the crisis.
During the pandemic, many women turned to business to make their ends meet. Today, they stand as bring examples of determination and grit.
Every time a person decides to become an entrepreneur, they fear creating demand and finding a market for the product. This fear also keeps many aspiring entrepreneurs away from even taking a plunge.
However, the pandemic has brought to light many success stories that overcame the fear. And also created their own marketing platform for their products on social media.
Most of these women entrepreneurs who came out ‘tasting’ success is selling homemade products like snacks, pickles, and other savories to garments and artificial ornaments. Sitting in the comforts of their homes, several sellers of Karnataka joined hands to create a virtual marketplace, and the rest is history.
COVID induced problem
Asha Rayappa, a 40-years-old teacher from Sagar in Shivamogga district has an interesting story. A D. Ed graduate, she was serving in a local school as a teacher for the last 10 years. However, she lost her job around mid-2020 as the schools were shut due to the Covid-19 induced lockdown. Her husband, who was in a marketing department of an auto company, also faced a number of difficulties. For a livelihood, she needed to start something new.
“It was a tough time for me to start something fresh at this age. But I had no option. I decided to sell snacks and immediately began with a few savories extensively used by families in the Malnad region. My target market was Bengaluru as my products did not have a huge demand in the local market,” she recalled her initial days of struggle.
Marketing-Big Challenge
“Obviously marketing was the biggest challenge. At that time, I found several women market places on Facebook like Kannada Mahila Marukatte, Vipra Mahila Griha Udyam, Namma Malenadu Marukatte and the likes. I started my business with a few reliable persons with known credentials,” she explains.
“As most of my customers are from the software field, they were expecting quality. I was determined to do my best. Initially, I had to struggle a bit with transportation, but now, I feel I have rooted my business,” she says paying gratitude to social networking sites that came to her rescue during the pandemic.
It is not the story of Asha alone and it is not the story confined to Karnataka alone. Women across the world have dared to break the stereotype and dare to do something new using social media groups. From selling clothes to beauty products, from innovative products to authentic native medicines. The pandemic has allowed entrepreneurs to try their luck selling almost everything they thought may earn good returns.
Women marketing groups
In Karnataka, at least five women marketing groups can be found on social media that are making news. These groups have brought customers and homemakers together from remote places. This comes as a blessing for the homemakers who were otherwise forced to sell their products at a low rate in the local market.
According to Surabhi Renukambe, admin of the ‘Hennaiklu santhe’, a popular women’s marketplace, at the time of Covid19’s first lockdown, a huge number of women entrepreneurs faced problems. “So, we decided to create a platform for them. We convinced the small-time sellers to join the group. The popularity of this group is an example of how women can create alternative markets for their products,” she said adding that from Biriyani masala to Ilkal sarees, varieties of products are sold on this platform.
However, the big challenge is bringing in transparency and credibility and to ensure this. But the group admins allow sellers who mention genuine product ID numbers. Divya Palidya, admin of the Namma Malenada Marukatte that measures have to be in place to ensure credibility and quality too.
Buyers too are happy
It is not just the sellers or the entrepreneurs who are happy. Even the customers are happy that they are seeing an array of choices that they never had before.
“I have always been a great fan of Indian handlooms, crafts, and fabrics. Thanks to the pandemic, I could explore this treasure sitting at home. During the pandemic, I could contact weavers and purchase such wonderful Banarasi sarees, Rajasthani applique work bedspread to Phool Patti suits from Uttar Pradesh,” says Devika, a techie, who is a regular purchaser from the online market space.
Devika says that the only fear shopping in these marketplaces is that there may be some frauds too masquerading as sellers. She has already had one bad experience over the last few years!
The Covid-19 changed the life of all. For many, it changed for good. The new experiments, innovations have now made the life of many beautiful. Thanks to the admins of these groups who are working for the cause of society without any expectations. Their efforts have empowered scores of women and ensured that they can achieve success in their businesses. With e-market space fast expanding, these marketplaces need to get ready to face more challenges in the coming days.
