Kudumbashree-Eradicating Poverty by Empowering Women
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Case Code: ECON077 Case Length: 14 Pages Period: 1997-2019 Pub Date: 2020 Teaching Note: Available |
Price: Rs.400 Organization : Kudumbashree Industry : Government & Non-Profit Organisations Countries : India Themes: Public Policy, Women in Business, Social Responsibility, Women Entrepreneurs |
Abstract Case Intro 1 Excerpts
"The initiative has helped women in realizing that they have a right to talk and voice their opinions. Today they have the courage to go to banks and set up accounts. It is a proud feeling when we see these women even going to other states to teach classes on gender empowerment."
– Santhosh P. Augustine, Assistant District Mission Coordinator, Kudumbashree, India – in March 2014.
"Kudumbashree is a programme that has a uni-directional approach, a single goal in mind. As years passed, the need of the times too changed. When we started off the main aim was to eradicate poverty through savings. Once this was achieved, the next aim was to provide women with skills to run a business of their choice, one which would ensure a steady income of their own."
Priya Paul, Manager, Kudumbashree, Kerala, India – in October 2016.
Introduction
In February 2019, Amazon India and Kudumbashree entered into an MOU as part of Amazon's program 'Amazon Saheli'. Under the agreement, Amazon agreed to provide for a marketplace for Kudumbashree’s products on its website under the categories fashion accessories, personal care, grocery, and homemade products. The products showcased on Amazon’s online platform were made by the women entrepreneurs of Kudumbashree and were available to the 150 million registered users of Amazon across India. S. Harikishore (Harikishore), Executive Director at Kudumbashree, said, "The programme Saheli will widen the impact of work done by Kudumbashree. By supporting women weavers and handicraft experts, this association will change the socio-economic life of women in Kerala, both in urban and rural areas of the state."
'Amazon Saheli' also extended training to the Kudumbashree entrepreneurs in the areas of imaging, cataloging, and product listing besides providing onboarding assistance and free account management and offering a subsidized referral fee. Pranav Bhasin, Director-Seller Experience at Amazon India, said, "Participation of women entrepreneurs on the Amazon marketplace has been growing substantially over the past few years, especially since the inception of our dedicated programme Amazon Saheli. Through this partnership with Kudumbashree we seek to further drive disruptive change and transform the lives of women entrepreneurs from Kerala."
Apart from the tie-up with Amazon for the sale of products, Kudumbashree also launched its online portal www.kudumbashreebazaar.com in February 2018. The online portal not only catered to the sale of products, but also provided access to the various services offered by Kudumbashree. The delivery of products to customers was done by India Post. Sabhu, Programming Manager at Kudumbashree, said, "Kudumbashree has about 250 units in all and we are arranging the delivery system in collaboration with the Postal Department. We are even developing a mobile app and will be in service soon. The customers will have facilities to track their ordered products and a hassle- free service is promised."
Kudumbashree played a vital role in the empowerment of women in Kerala and uplifted them socially and economically. Such was the success of the program that in 2010, the local elections in Kerala saw 11,000 women members of Kudumbashree contesting and 50 percent winning their seats. The close coordination between the Panchayati Raj institutions 10 and Kudumbashree ensured the flow of 33 percent of the planning funds from the Kerala Government to the program every year. In recognition of the reach and network of the Kudumbashree program across Kerala state, the Central Government appointed Kudumbashree as the administrator of major anti-poverty programs. Jacob John, Economist at Kerala Development Society, said, "Kudumbashree enjoys a rare link with the panchayat, which in turn has helped in continuous and consistent fund flow.".....
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