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Rural Women Entrepreneurs: What does it take?

Shobha Shetty's picture

“Sabse jyada munafa chuski mein hai (The biggest margin lies in small ice pops)”, says Shanti Devi with the definitive confidence of a seasoned entrepreneur. Shanti, a resident of Kotwana village in Bihar’s Gaya district runs an ice-cream production and sales unit that has an annual revenue of INR 1.9 million and employs 22 workers for a significant part of the year. While sharing the long list of ice-cream flavours she vends, Shanti also signals at a much larger phenomenon. “Every third shop in this market is run by a JEEViKA member, ranging from grocery and utensil stores to a newspaper agency.”


Shanti is the microcosm of a transformative ecosystem that has nurtured 1.8 million new and existing women entrepreneurs while creating 800,000 new jobs in India. The JEEViKA that Shanti refers to, is a World Bank supported program of the Government of Bihar aimed at empowering women through Self-Help groups (SHGs), commodity specific producer groups and higher federations. The approach scaled up nation-wide under the National Rural Livelihoods Mission (NRLM) is driving growth and job creation in rural areas through women-owned enterprises.

Today there are 45 million rural women across India that are mobilized into self-help groups under the NRLM umbrella. Some 3.9 million SHGs and their federations have been empowered with skills, access to finance, markets, and business development services.  This is triggering a huge change in the lives of the rural women.