Mela/Fair important channel of marketing of self-help group’s products: Field based cases

Abstract

The Melas/Fairs are one important channel to sell the products of Self-help Groups (SHG henceforth SHG will be used) products even individual entrepreneurs product. Further the author feels that after visiting many melas across the country, melas encourage national integration as sellers across the states go irrespective of language, caste, creed and religion with little knowledge of Hindi and English sellers manage the business outside of their home state. They all are part of micro or small enterprises. In this article, few cases based on SHG-entrepreneurs who participated in the mela organised by the National Institute of Rural Development and Panchayati Rajs (NIRD &PR), Hyderabad held in November December 2019 are presented. The cases are based on authors study so it is purely based on primary data and mainly marketing issue has been studied. In addition, secondary data have been used in the context of the article.