Empowering Rural Women Entrepreneurs through Market Linkages and Innovation

Empowering Rural Women Entrepreneurs through Market Linkages and Innovation

29^th January 2025, Lucknow

ICAR-National Bureau of Fish Genetic Resources, through its Scheduled Caste Sub Plan (SCSP) project, is driving rural transformation with Mission Navshakti 2.0. This initiative aims to foster self-reliance and economic independence by introducing women to the potential of the ornamental fisheries sector. The visit provided valuable insights into the aquarium fish trade, as well as the opportunities in aquarium design and fabrication. At Lulu Mall, the women explored market dynamics and urban consumer preferences, focusing on branding, packaging, and positioning. They were particularly inspired by the micro aquariums made of acrylic, realizing the potential to create more durable and aesthetically pleasing glass aquariums at a competitive price.

The women, who completed skill development training in collaboration with Aquaworld, Hitech Fisheries, and ICAR-KVK, Unnao, are now applying design thinking to create micro and nano aquariums for urban homes and office spaces, aligning with the "Har Ghar Machli Ghar" vision to make ornamental aquariums a common feature in modern living.

To ensure long-term success, the existing sales outlet at ICAR-KVK Unnao will support the commercialization of handcrafted aquariums, facilitating direct-to-consumer sales and bulk orders. This initiative will also establish a hub-and-cluster model under Mission Navshakti 2.0, scaling production and distribution from Barabanki and Sitapur to Unnao.

Larger commercial hubs, such as Lulu Mall, can play a key role in supporting rural entrepreneurs by creating market linkages through Krishi Vigyan Kendras. This approach will integrate SHG-led microenterprises into national and international supply chains, boosting rural incomes and promoting sustainable women-led businesses.

The experts demonstrated how structured skill-building, exposure to market realities, and innovation can transform rural women into independent entrepreneurs. By linking rural production with urban demand, the initiative not only promotes women’s financial autonomy but also creates a sustainable livelihood model that drives inclusive economic growth and strengthens rural communities.

Fifty-one women from 13 self-help groups (SHGs) across eight villages in Unnao district participated in an exposure visit to ICAR-NBFGR’s Ganga Aquarium and the Lulu Mall hypermarket in Lucknow.

(Source: ICAR-National Bureau of Fish Genetic Resources, Lucknow)