CULTURAL CONSTRAINTS OF WOMEN EMPOWERMENT:

A STUDY ON KUDUMBHASHREE IN THRISSUR KERALA

Dissertation submitted in partial fulfillment of the requirements for theaward of

the Degree of

MASTER OF BUSINESS ADMINISTRATION OF

BENGALURU CITY UNIVERSITY

BY

JASHMA KARANATH JAYARAJ

MB202417

Under the guidance of

Dr.PALLAVI

Associate Professor

RAMAIAH COLLEGE OF ARTS, SCIENCE AND COMMERCE

Bangalore City University
(2020-2022)
 DECLARATION BY THE STUDENT

I declare that this Mini Project entitled “CULTURAL CONSTRAINTS OF WOMEN

EMPOWERMENT: A STUDY ON KUDUMBHASHREE IN THRISSUR KERALA” is an original and
bonafide work carried out by me under the guidance of Associate professor Dr. Pallavi, in
partial fulfilment of the requirement for the award of Master of Business Administration of
Bangalore City University. I also declare that no part of this representation has been
previously published or submitted as a project representation for any Degree or Diploma of
Bangalore City University or any other University.

Date: Name: Jashma K.J

Place: Bangalore Register Number: MB202417

 GUIDE
CERTIFICATE

This is to certify that the Project “CULTURAL CONSTRAINTS OF WOMEN

EMPOWERMENT : A STUDY ON KUDUMBHASHREE IN THRISSUR
KERALA” submitted by JASHMAK.J (MB202417) to Bengaluru City University,
Bangalore for the award of Degree of MASTER OF BUSINESS ADMINISTRATION is
a record of work carried out by her under my guidance.

Place: Bangalore

Date: Signature:
 CERTIFICATE OF ORIGINALITY

(To be given by the institution on its letterhead)

This is to certify that the project report titled “CULTURAL CONSTRAINTS OF WOMEN
EMPOWERMENT: A STUDY ON KUDUMBHASHREE IN THRISSUR KERALA’’ is an original
work of MS. JASHMA K.J: bearing university register number MB202417 and is being
submitted in partial fulfilment for the award of the Master’s Degree in Business
Administration of Bangalore City University. The report has not been submitted earlier
either to this university/ Institution for the fulfilment of the requirement of any course of
study. Ms. JASHMA K.J is guided by Dr. PALLAVI who is the faculty guide as per the
regulations of Bengaluru Central University.

SIGNATURE AND

SEAL OF DIRECTOR /PRINCIPAL/HOD

 DEPARTMENT OF MANAGEMENT STUDIES

CERTIFICATE OF PLAGIARISM

Name of the Student: Jashma K.J

Registration number: MB202417
Title of the Project: Cultural constraints of women empowerment: A study
On Kudumbashree in Thrissur Kerala
Name of the Guide: Dr. Pallavi
Similar Content (%)
Identified : 9%
Project ID number in
TURN IT IN : 1746052783

The project report has been checked using TURN IT IN anti-plagiarism software and
found within limits as per plagiarism policy and instruction issued by the Bengaluru City
University/ CBSMS.
We have verified the content of the project report, as summarized above and certified that
the statements made above are true to the best of our knowledge and belief.

Signature of the Dean:

 ACKNOWLEDGEMENT

It gives me a great pleasure in acknowledging the valuable assistance extended to me by various

personalities in successful compilation of this dissertation. I take this opportunity to express
my sincere thanks to Ramaiah College of arts and science commerce, Bangalore, for giving an
opportunity to pursue my studies leading to MBA. I express my sincere gratitude to our Dean
of Ramaiah collage of arts and science commerce, Dr. Bindhu Nambiar for her guidance,
valuable suggestions and inspiration provided in the process of completion of this dissertation.
I express my sincere gratitude to our guide Associate Professor Dr. Pallavi for her guidance,
valuable suggestions and inspiration provided in the process of completion of this dissertation.
I am very thankful to everyone who directly or indirectly for being the source of inspiration
and having rendered me all the support. I am immensely thankful to all who helped me in
completing this project successfully.

Date: NAME: Jashma K.J

Place: Bangalore Reg no: MB202417
 CONTENTS

CHAPTER TITLE PAGE

NO

Chapter 1 INTRODUCTION 7-24

Chapter 2 METHODOLOGY 25-30

Chapter 3 SWOC 31-34

Chapter 4 OUTCOME OF THE STUDY 35-37

Chapter 5 LEARNINGS, EXPERIENCES, 38-42

CONCLUSION

Chapter 6 ANNEXURE 43-44

7
Chapter one: Introduction

8
 1.1 Introduction

The Prime Minister, Shri Atal Bihari Vajpayee, inaugurated the Kudumbashree Poverty
Education Mission on May 17, 1998. Under the leadership of a government constituted
and authorized by 73rd and 74th Amendments to India's constitution, the mission intends
to abolish poverty within a 10-year time span. The government initiated the mission with
the government of India's active backing, and the National Bank for Agricultural and Rural
Development (NABARD) had taken a unique approach to addressing poverty-based
groups. Rather than taking a project-based strategy, the mission takes a process-based
approach.

Kudumbashree, a Kerala-based community organization of women's neighborhood groups

(NHGs), has been recognized as an effective method for women's empowerment in both
rural and urban areas, getting women from all walks of life together to battle for their rights
to empowerment. Women's total empowerment is inextricably tied to their economic
empowerment. Women collaborate on a variety of issues through National Health Care
Groups (NHGs), including health, nutrition, and agriculture. Apart from income-generating
activities and applying for microcredit. Kudumbashree is different from other charitable
programmes in that I see poverty as a violation of basic rights as much as a deprivation of
money. To assist claim these rights, the poor need to create a collective voice.

Source: The Kudumbashree story, Mega warier, accessed 16 January 2022,

https://www.thenewsminute.com/article/kudumbhashree-story-how-Kerala-womens-grassroots-
scheme-grew-multi-core-project-51420

9
Kudumbashree began as a cooperative initiative between the Kerala government and the
National Bank for Agriculture and Rural Development (NABARD), which was
implemented through poor women's community development organizations. Serving as
the local government's community wing. The state poverty eradication project, act 1955,
is Kudumbashree official name. It is the network which connects women to grama sab and
assists them in bringing the poor's problems to the notice of local governments. Through
its endeavors to involve women in development challenges and possibilities in civil
society. Kudumbashree is creating new meaning and opportunities for local economic
growth and citizen-centric governance in collaboration with Kerala's local government.
Kudumbashree is preferably a self-help community with members of the same socio
economic background and a central financial intermediary consisting in general of 10-20
local women.

The community-based organization in local government of Kerala is charting out new

meaning possibilities for local economic development and citizen centric governance.
Kudumbashree is best described as a self-help group with members from similar
socioeconomic backgrounds as well as a central financial intermediary made up of 10-20
local women. A significant method to poverty alleviation is the Kudumbashree plan, which
enables women, especially disadvantaged women, to thrive. In Kudumbashree,
community-based groups serve as society's security networks, expanding rights and
providing opportunities to participate. Farmers in Kerala are rapidly moving away from
crop yields and other agricultural operations in search of better-paying jobs in non-
agricultural sectors. Kudumbashree attempts to boost the production of women's farming
cooperatives. The land is leased for cultivation because the bulk of all these women are
landless. The collapse in agriculture jeopardizes the state's food security, as it is heavily
reliant on neighboring states for food. Kudumbashree is the most successful women's
empowerment organization in the country. Women's awareness seminars and debates have
been held on a weekly basis. Kudumbashree is always set up in a way that it leads to
poverty alleviation and women's empowerment. Kudumbashree also strives to empower
Tran’s genders who are marginalized by society. "Transgender people will handle the juice
bar" (Feb 4, 2018, Times of India) Kudumbashree ladies from Kochi unit took the initiative
to assist them in becoming small business owners.

10
 Source of the image: facebook.com

1.1.1 Evolution of the Kudumbashree idea

Kudumbashree arose from the context of the People's Initiative movement, and that was a
government technique for mass mobilization within a power devolution framework.
Kudumbashree expanded the CDS tests in Alappuzha and Malappuram as part of a
government effort. At the same time, CDS ventures benefit from the leadership of the Self
Help Groups (SHG) Bank Linkage Program, which is led by the National Bank Agricultural
and Rural Development (NABARD). The Neighborhood Group (NHG) concept will have its
own point of view in the area of civil society, and its definition was based on community
organization’s Neighborhood Group (NHGs) as a concept. Neighborhood Groups (NHGs)
can also be used as a growth and planning platform. The origins of this form of Neighborhood
Group (NHG) could potentially be traced back to the 1960s. Finally, the concept of
Kudumbashree emerged as a result of community mobilization initiatives in Alappuzha and
Malappuram, and a variety of other community mobilization attempts. As is generally known,
the Kerala CDS model was established on the basis of the Alappuzha and Malappuram
studies. These programmes, on the other hand, were influenced by traditional community
clubs and activities. Women in NHGs set a credit attribute of 2% during the Malappuram
studies.
According to Rajeev Sad Ananda, the Malappuram district collector, they are based on their expertise
of traditional organizations.

11
1.1.2 Background of mission

Kerala is among India's 28 states (provinces), and it is situated in the southwest part of the
country. The vast bulk of the people speaks Malayalam. Kerala, unlike the India, has a rich
history of economic growth and poverty reduction. In the framework of the "Kerala model
of development," the Kudumbashree Mission was created. The Kudumbashree Mission, on
the other hand, did not become fully functioning until April 1999. The second immediate
setting was the 73rd and 74th modifying constitutional acts, which function under Ministry
of Local Self-Government (LSG) in Kerala. The Act established local rural and urban self-
governing bodies as legislative bodies and as India's third level of government, separate
from the national and state governments. Kerala’s government used the opportunity to
create poverty-reduction programmes that included local participation and self-governance
units. The three-tiered structure and the concept of Neighborhood Groups have two unique
lines of descent. Individual and civil society activities come first, followed by government
acts.

1.1.3 Problems and Purpose

In 1973-74, 59.79 % of Kerala's population lived in poverty, with 54.88 percent of those
living in poverty having a connection to the state. By 1993-94, Kerala's poverty rate had fallen
to 25.43 percent, far below national average of 35.97 % (Economic Review, Kerala 2018).
Although lesser than the national average, 25.43 % still represented a considerable level of
poverty; as a result, a special task force appointed by the Kerala government in 1997 proposed
the implementation of a State Poverty Eradication Mission (SPEM) with the goal of
completely eliminating poverty. Within the next ten years, Kerala's poverty will be
eradicated. The state government began this initiative in 1998. It has now been fully
functionalized.
It wasn't fully operational until 1999, when it was renamed the Kudumbashree Mission.
A three-tiered community system of women's self-help clubs is responsible for achieving this
goal. The first tier of this network is Neighborhood Groups, or Ayalkootam in Malayalam,
which are made up of ten to twenty women. Area Development Societies, which are made up
of two or more neighborhood groups, are the second kind. Local self-government,
Community Development Societies in all Region Development Societies in one location.
12
It was renamed "Ending Poverty through Women's Empowerment" as the mission's goal. The
Mission works on programmes for I 'economic empowerment,' including collective farming,
animal husbandry, and market growth, and ii)'social empowerment,' such as identifying and
addressing social issues.

The three-tier network assists in the formulation of anti-poverty policies by local

governments, and a women's component. Institutions of government (panchayats in rural
regions and urban municipalities). It also aids local self-government entities in identifying
recipients of welfare programmes run by the federal (federal) and state (provincial)
governments.
The 73rd and 74th modifying constitutional acts provided the second immediate context.
The Act established local rural and urban self-governing bodies as legislative bodies and
India's third level of government, separate from the national and state governments.

Kerala's government used the opportunity to create poverty-reduction programmes that

included local participation and self-governance units.
The three-tiered structure as well as the concept of Neighborhood Groups have two unique
lines of descent. Individual and civil society activities come first, followed by government
acts.

1.1.4 Individual and civil society initiatives

The Kudumbashree Mission is recognized as Ayalkootams, which is Malayalam for

community meetings or assemblies. The Ayalkootam was born out of a 1970s experiment
done by D Pankajakshan, a Gandhian teacher, in Kanjippadam village, Alappuzha District.
This experiment likewise used a three-tiered system. Tharakootam, the first stratum, was
made up from ten to fifteen people from adjacent families. Every night, they congregated
in the courtyard of one of the houses. The next step was the Ayalkootam, which was formed
up of five Tharakootams.

13
1.1.5 Organizing, supporting and funding entities
The Mission is directed, controlled, and supervised by the Kerala Government's Local Self-
Government Department. The Kerala government contributes cash to the Mission from its own budget,
as well as the Mission also receives assistance from the government-owned National Bank of
Agriculture and Rural Development (NABARD).
The Department of Local Self-Government is mainly self-sufficient and cooperate with the local self-
government agencies with whom it works, although having control over their operations and the
actions of community associations. Most of the Departments are self-contained. Communities meet in
members' homes on a rotating basis.

The members of the group pick a five-member voluntary administrative committee

(chairperson, secretary, community health volunteer, volunteer income generation and
infrastructure volunteer).The Area Planning Societies, the next level general body, is formed
up of volunteers from all linked community groups' volunteer committees.

The Area Development Society's governing board, which comprises of a president, secretary,
and five members, is elected by this general assembly. The Area Development Societies work
with the ward members of the local self-government entity. Once a month, these Societies
convene to monitor the Neighborhood Groups' work and make necessary recommendations.
Community Development Societies act as a link between local self-government organizations,
the Mission's three-tiered structure, and the government. They are comprised primarily of all
Area Development Societies in a village panchayat or a city local body. There is a general
body and a governing body in Community Development Societies. It is formed of members
of the governing body of the Area Creation Societies. Every three months, they meet to discuss
and evaluate the Mission's efforts in a specific village or area. This governing body consists
of the president of the Community Development Societies, a vice president, and seven
members for day-to-day administration.

14
1.1.6 Structure of Kudumbashree

For successful administration and decentralized operations, Kudumbashree has three tiers of
community-based organizations. Organization that is based in the community (CBO). The
smallest rate of poverty is the Neighborhood Group (NHG), which consists of 15-40
disadvantaged family members. Weekly meetings will take place at one of the NHG
representatives' homes. The second level is the Region Growth Society (ADS). ADS is formed
by assembling 10-15 NHGs in wards, towns, or businesses. The Community Development
Society (CDS) is the highest level of organization that links all ADS in the relevant
countryside, 'rural' or municipalities, and 'city' or urban enterprise. 'ADSs'

1.1.7 The Kerala CDS Model

The Kudumbashree community structure, which includes neighborhood groups (NHGs), area
development societies (ADSs), and Community Development Societies, has led many creative
community development programmes in Kerala (CDSs). It is possible to expand on the
Community Development Society (CDS) model and structure in the Indian government,
which was previously known as Urban Basic Services (UBS) and subsequently UBSP, which
was started by Kerala.
The CDS system trial in Kerala, which was part of the UBS/UBSP programmes, later
contributed in the design of other national projects. The CDS system has received national
attention as a weapon and a mechanism. Simultaneously, similar inquiries in other Indian
states led to improvements in Kerala's CDS strategy.
Kerala's CDS idea is an illustration of a state-based national programme that adapts its
strategy and helps to formulate more experience-based policies. It also contains instances
of learning lessons from a number of industries and countries that have led to changes in
government projects.
The innovations of the CDS concept, which demanded a community development strategy
in the implementation of government programmes over time, are worthy of note.
When seen in this light, the evolution of the Kerala CDS model becomes evident.

15
Early growth attempts revealed a group development strategy, as evidenced by the
chronology of rural development programmes. The Integrated Rural Development
Initiative began a national self-employment programme for the impoverished in 1980.The
National Rural Employment Program (NREP) was launched the same year.
Self-employment and paid employment tactics were continued in later programmes, which
were more specific or altered. The Community Method was originally used as a technique
in 1985 as part of the Urban Basic Services (UBS) Program. By 1986, the software had
visualized community groups and allowed group development. MYRADA, a significant
voluntary organization for rural funding and institution-building, created Women's Self-
Help Groups (SHGs) in underprivileged homes. The ladies were urged to save, and the
members of the Self Help Group (SHG) took advantage of this. MYRADA then connected
the Self Enable Groups (SHGs) with a local bank to help them acquire bank loans to repay
their debts. MYRADA worked with NABARD to replicate the Self Help Groups (SHGS)
Bank Linking model through government and regional rural banks.

The Reserve Bank of India supported the system by permitting bank lending straight to
Self Help Groups (SHGs).The Swarnajayanti Gram Swarozgar Yojana, which re-
established the Integrated Rural Development Programme (IRDP) in 1999, signified a
fundamental shift in India's rural development paradigm (SGSY). Among the poor, the
strategy of organizing self-help organization’s provided the foundation for self-
employment (SHGs). There were no other institutions than Self Help Groups (SHGs), and
it wasn't until 2010 that the Swarnajayanti Gram Swarozgar Yojana (SGSY) was renamed
the National Rural Livelihood Mission (NRLM) and that model was promoted.

1.1.8 Women empowerment

The word "empowerment" means "to provide strength." The words "authority" and
"strength" are interchangeable. The skill and energy to lead your life towards social,
political, and economic goals or roles, according to the International Encyclopedias
(1999). Power requires the possession of financial, intellectual, and ideological capital.
The verb empowers means, talent, and authority, according to Webster's English
Dictionary. Authorization is a term that refers to a person's mental state and attitude.
Individuals or groups can use it to achieve more control over their own lives and the
decisions that influence them on a daily basis.
16
Empowerment is a term used to describe a method that gives women more control over
their lives by delivering important information and monitoring their success factors. The
development of sensitivity is required for empowerment. Self-control, compliance, and
confidence, and the freedom to choose and act, all require knowledge of rights. It's an
adaptive dynamic in which people and groups who have little or no control try to change
their circumstances. Empowerment is all about change, choice, and power.
Women's empowerment is a phase in which they become more aware of their own and
others' rights and responsibilities. Autonomy and self-reliance are essential to increase a
person's capacity to self and free to choose and act. It's a technique for giving individuals
more power to make decisions in life in areas where they don't have much authority.
Women's empowerment is a structure that enables them to organize themselves, enhance
their self-reliance, and declare their independent right to make choices, question and
abolish their subordination, and manage their resources.

In different debates and studies around the world, women have been seen as second-class
citizens. Almost anywhere, irrespective of a country's development index, women have
been denied the rights and enabling structures they need to function. This is due to the
erosion of women's status as human beings over time. There are no different bodies for
males and women. Males, particularly in Kerala, are entirely associated with and reliant
on their intellectual and professional abilities.

Strengthening women's roles in the society is one alternative, which was the focus of
several women's empowerment programmes. Authorization was viewed as a crucial step
in increasing women's socioeconomic status. There can be no acceptable progress for a
nation, community, or individual until the status of women in the area is at least improved.
Regarding women's status in society, Gandhi (1930) stated, "Calling women is a
disadvantage; it is man-made prejudice to women."

17
Source Fig., women empowerment, accessed 12 January 2022, (https://thehimalayantimes.com

If brute power is the definition of intimidation, women are generally less brutish than men.
Women are immensely superior to men if coercion is considered as moral strength. Isn't it a
bigger organization, one that puts itself in more risk, has more endurance, and is more
courageous, Man would perish if she were not present? If nonviolence is our guiding
principle, women will have a bright future. Only women have the ability to powerfully
appealing to the heart.

.
18
The concept of women's empowerment, according to the United Nations, has five
fundamental components:

• Women's perceptions of their own worth;

• The freedom to choose what they want;

• The right to consume facilities and benefit from opportunities;

• The ability to control their personal lives both in and out of house;

• Their power to control social change at home and abroad in order to establish a more fair,
economically and culturally just world.

The most of elites, including current media scientists, scientists, and legislators, place a
premium on women's empowerment via micro-level modern, imaginative ideas. On an equal
footing, justice and emancipation are required. Women make up almost half of the worldwide
people, but in many developing and emerging economies, they are among the poorest and less
active members of the workforce. One of the most successful methods to overcome
socioeconomic or even political difficulties, according to some, is to encourage a variety of
income-generating activities, especially among rural women.

19
The capability and aptitude to make tactical decisions in life on an environment, a community,
or a society, whether at an individual or individual level, is referred to as individual power. It
is regarded as a unified and mutually supportive phenomenon with ramifications on the group
and social levels. The current phase of empowering women is an organization in which women
might become active in community groups in order to create their own self-confidence, as
autonomous rights and self-assurance. Empowerment of women in general, and poor women in
particular, is a driving force behind development initiatives within the walls of India, especially
in the South, and in the current mode of empowering women is an organization in which women
could become active in community groups in way to construct their own self-confidence, as
autonomous rights and self-assurance.

1.1.9 Programs anti-poverty in Kudumbashree

It is the State Poverty Eradication Mission, also known as Kudumbashree in the local tongue
"Many impoverished women in rural and urban Kerala are able to take use of their economic
prospects thanks to "family wealth." The Kudumbashree Poverty Reduction Program was
launched by Kerala state governments with the active assistance of the Indian government's
central government, with the goal of eradicating total poverty in ten years and with the local
government's full cooperation. Poverty is a state of deprivation with many faces. Poverty will
be eradicated only if a diversified approach is used. As the Kudumbashree Mission puts it:
"Within ten years, all programmes and resources ability to solve all sides and kinds of poverty
were eliminated, resulting in a systematic convergence of services.

1.1.10 Organizational Structure

Kudumbashree has organized herself as Joint Community Development Society of Poor

Women programme for the Community of Local Governments, having been designated by the
Kerala and National Bank of Rural and Development NABARD governments. The State
Poverty Eradication Mission (SPEM) is the official name of Kudumbashree, and its Board
Members is chaired by the Chief Secretary of the Local Government Department. The Minister
of State for Local Self Government (LSG) is in charge of the governing body.
Thiruvananthapuram State Mission Office serves as the mission's headquarters, with 14 District
20
Mission Teams. It stimulates and supports community network activities across the state.

Source: fig., organizational structure, accessed 12 January 2022

(https://www.kudumbashree.org/pages/8)

The State Mission for Poverty Eradication is organized at the state level by Department of Local
Autonomy of the State Government, according to the Travancore Cochin Act of 1952. (DLS).
This work is overseen and administered by the Board of Directors and the Executive
Committee. Regional missions are responsible for implementing the Mission's activities in their
respective districts. The Executive Director is the Mission's President and CEO. The mission's
headquarters (State Poverty Eradication Mission) is housed in the TRIDA rehabilitation center
on the second floor of Thiruva Anthapuram's Medical College.

21
1.1.11 Governing Body

The Kudumbashree Mission's Governing Body was reconstituted on October 27, 2016,
under the guidance of the Honorable Ministers for Local Self-Government, Minority
Welfare, Wakif, and Haj Pilgrimages, as per G.O.(MS) No.151/2016/LSGD. The governing
board is in charge of Kudumbashree policy development and analysis.

1.1.12 Members of the Governing Body

Mayors Members and Municipal Chairmen, Panchayat District Presidents, Bloc

Panchayat Presiding Officers, Local Government Ministry, Government of Kerala —
President; Principal Secretary, Local Government Department — Vice President; Mayors
Members and Municipal Chairmen, Panchayat District Presidents, Bloc Panchayat
Presiding Officers District Collectors; Kerala Government Secretaries (Finance, Local
Self-Government, Social Education, SC&ST Welfare, SC&ST, Social Welfare); Minister
for Local Government.

22
1.2 Statement of the problem

Poverty alleviation is a complex and vital issue for developing countries, and it is at the
center of all developmental projects. According to past experience, many poverty-reduction
programmes have failed to produce the desired effects. Despite tremendous advancements
in women's status, women still account for the bulk of the impoverished. Women's
empowerment is one of the most essential ways for reducing poverty. Poor women's
advancement is inhibited by a lack of capital, as they have limited or no access to credit in
both rural and urban contexts. The Kerala government developed Kudumbashree, a
microfinance effort aiming at eradicating complete poverty in the state within ten years, with
strong support from the Indian government and the National Bank for Agricultural and Rural
Development (NABARD).

Kudumbashree seeks to empower women by placing them at the forefront of programmes

tailored to their needs. Kudumbashree is now executing all federally funded and state-
sponsored poverty reduction projects in Kerala. If done right, the Kudumbashree movement
has the ability to inspire women in Kerala. Our project "Empowering women via
microfinance" contributes to a greater knowledge of how microfinance has helped women.
The major objective of Kudumbashree units are poverty eradication, women empowerment
and achieving self-sufficiency. To bring the women to the main stream of society by
engaging them in various activities is the main aim behind forming Kudumbashree units.

1.3 Need and relevance of the study

In the twenty-first century, women's empowerment is a current topic that will inspire the
oppressed to learn more. This is a topic that needs to be explored in today's world, when
women's problems appear to be becoming worse by the day. Discrimination of any kind in
society would have to be eliminated. If the principle of women's empowerment were properly
recognized, the organization would benefit. Women's empowerment is an important task for
every nation. Concerns about empowerment, as well as ideas for addressing empowerment
and sustainability challenges, have gotten little attention up until now.
23
Women who keep control of their financial and credit decisions will be better off for
themselves and their families. It also acts as a springboard for a more comprehensive humans
and social development, and the project's impact on creating wealth and the inclusion of
impoverished families in the market economy.
A study of the Kudumbashree project will help us to learn more about the initiative's role in
microfinance-based women's empowerment. It will also help us identify the project's
strengths, flaws, opportunities, and obstacles, as well as make ideas for improving and
correcting them. While there have been numerous studies on microfinance and women's
empowerment, Kudumbashree women's empowerment has received little attention thus far.
As a result, the importance of this research cannot be overstated.

1.4 Objectives

• To know the perception of women towards Kudumbashree

• To identify and study the problem faced by women as entrepreneurs.
• To bring the women to the main stream of society by engaging them in various creative
activities

24
Chapter Two : Methodology

25
2.1 Literature Review

1. RAJEEV KUMARAMKANDATH and BINDHU VARGHESE (2016). One important

problem that comes to mind when considering recent developments in third-world countries
and economies is the rapid decrease of agricultural land. The fertile farmlands and croplands
were destroyed to a large extent in nations like India, where the population has exploded and
the economy is rising at a rapid speed and in many ways in an uncontrolled manner. In addition,
land is increasingly considered as a commodity that can be bought and sold like any other
commodity. The consequences of these patterns can be seen in a variety of ways, such as food
scarcity, global warming, and so on. The change in the meaning and usage of land has resulted
in these consequences. When it comes to Kerala, the effects have been even more severe than
in other Indian states. This is because Kerala has a big population and is a small state in terms
of overall size. Kerala had a change in economic growth in the 1990s, which resulted in a real
estate boom. The need for property to build houses, complexes, and other structures has
skyrocketed. Not only was infertile land sold, but a large portion of the purchased land was
fruitful, such as paddy fields, which are crucial for ground water resources and biodiversity,
both of which are necessary for agricultural output and healthy fields. The ecological
equilibrium in Kerala has been negatively impacted as a result of the way land has been treated.
It was critical to develop a long-term business strategy and increase production capacity. This
necessitated the participation of people in the various locations. In the year 1998,
Kudumbashree was among the first organizations to start operating in Kerala. It focuses on
women's empowerment and poverty reduction initiatives. It aims to inspire as well as engage
housewives and women from various backgrounds to engage in agricultural activities and
businesses. This allows them to earn a living while also cultivating the land. As a result,
community farming became a source of livelihood as well as nourishment for the state. The
unique interplay of women empowerment and livelihood programs and redefined the concept
of sustainability.

2. SAJESH V.K (2013). Women's joint liability groups would have a positive impact on society
by mobilizing resources, adopting new technology, and increasing capacity. Group
mobilization has the potential to significantly reduce the difficulties and challenges that small
farmers face. Education level, economic incentive, and promoting institutions were shown to
be the most important factors influencing the effectiveness of agricultural groups. As a result,
26
research demonstrates that organizations like micro credit financing facilities may make a big
difference in a society like small farmers' scope and economic status.

3. TANNIE THOMAS (2017). The progress of urbanization has resulted in the high-profit sale
of agricultural areas. Furthermore, some landowners began to focus less on food crops and more
on income crops like as coffee, rubber, and pepper, among other things. To make a living, many
people who sold their land moved to adjacent cities. Land would frequently be left uncultivated
and unused. As a result, the landless women lost their jobs on the fields where they had
previously worked. Kerala lost over 630000 tons of harvest due to the destruction of more than
500000 hectors of agriculture, putting the state's nutrition at risk. As previously stated,
Kudumbashree was established to allow women to reclaim their right to work.
The group's three-tier organizational structure was one of the factors that allowed it to grow
quickly. Due to the wide variety of crops used, the contribution of women as farming providers
allowed for increased gains. Not only did the farmers make enough money to fulfil their
personal needs, but they also made enough money to pay back the loans they took out to
cultivate the land. They can educate their kids, buy gold, build houses, and sustainably meet
their demands and daily meal requirements with their revenue.

4. PRAGHABAL DAS K V (2017). Since 1980, the poverty rate in Kerala's distant and rural
districts has been steadily declining. Intervention programmes provided by the government
have played a significant role in this evolution. Women, in particular, were able to improve
their living conditions thanks to a range of microfinance organizations and self-help groups. In
Kerala, these institutions are well-liked and respected. Financial exclusion refers to the lack of
proper access to financial services by individuals, households, and families. However,
substantial financial resources are required to fully integrate the appropriate parts of society and
provide them with opportunities to earn a living. They should also be able to use transaction
services, obtain credit, obtain insurance, and save money. Financial inclusion is a process of
making financial service affordable to lower levels of society which includes disadvantaged
and low income group.

27
5. V.K SAJESH and P RAMASUNDARAM (2013). The Kerala State Poverty Eradication
Mission, known as Kudumbashree, was established by the state of Kerala. The concept was to
use collaborative farming and mutual aid such as technology and abilities to surpass the limits
that people face on an individual level and accelerate the group's progress toward long-term
financial and economic sustainability. A remarkable success story is the gathering and
assembling of human capabilities and working together and to attain a goal. Motivation, group
dynamics facilitation, and education provided by Kudumbashree made a huge change in
organizing the poorer framers to obtain a means of subsistence.

6. MANJUSHA (2010). Examines the degree of empowerment gained by the women of the
Ulla Dan tribe of North Paravur taluk in Kerala's Ernakulum. The research is being carried out
by the Kudumbashree unit. The data reveal that the socio-economic life of the women in the
taluk has changed dramatically. Through Kudumbashree units, changes in political avenues
along with general capabilities of respondents were detected. According to the study, awareness
and training programmes for empowering impoverished women within this area should be
performed in the future for future growth.

7. KENNETH and SIENA (2012). Studied the impact of numerous programmes that were
implemented in Kerala in attempt to lift women out of poverty. The questionnaire method was
used to collect primary data in this study. The study's findings suggest that economic growth is
the foundation for all other development, and Kudumbashree units significantly improved
women's economic independence and living conditions.

28
2.2 Title of the study

“Cultural constraints of women empowerment: A study of Kudumbashree Thrissur Kerala”

2.3 Research Methodology

Research methodology is the specific techniques or procedures used to select, identify, process
and analyze information about a topic and methodology part focuses on research design. The
study on cultural constraints of women empowerment: A study on influence of Kudumbashree
Thrissur Kerala. The present study is based on secondary data and deals with qualitative data.
In secondary data it consists of various books, newspapers, research papers, journals, reports of
diversified agencies and web contents.

2.3.1 Research Design

Research design are plans which specify how data should be interpreted and collected. Research
outline. Blueprint, are the different names it is also known. Research design is set by the matter,
its nature and data.

2.3.2 Exploratory research

The way toward investigating the difficult that has not been contemplated or totally investigated
previously is exploratory examination. Examination by exploratory sort is commonly prompted
to have relevant comprehension of the recent concern, anyway customarily doesn’t speedy an
unequivocal result. Analysis uses the same method when endeavoring to get insight with a
current wonder and acquire new information into it to a shape a more definite issue. Exploratory
begins reliant on an overall thought and the consequences of the exploration are used to find
related issues with the subject of the examination

29
Chapter Three : SWOC of the Research

30
3. SWOC Analysis

SWOC stands for Strength, Weakness, Difficulty, and Opportunity. The strengths and
weaknesses of an organization, as well as potential risks and opportunities, are identified in a
SWOT analysis. SWOC analysis is to identify the most important internal and external factors
that must be considered in order to achieve the organization's goal. Flexibility can be the
foundation of a strategic advantage, but weaknesses can stifle it. Understanding these four
variables can help an organization better harness its strengths, repair its defects, embrace golden
opportunities, and avoid potentially lethal threats.

3.1 Strengths

 Kudumbashree has always extended a helpful hand to anyone who is in need.

 It is made up of highly qualified and skilled employees as well as cutting-edge computer
technologies.
 Kudumbashree Kerala women empowerment have ensured that its distribution network,
which is a key strength, is maintained. They have expanded their circulations to every part
of the globe in order to maintain their global market potential.
 Kudumbashree Kerala women empowerment Model Company ensures that its employees
receive training and development in order to improve their skills.

3.2 Weakness

 A lack of appropriate commodities and price marketing venues hinders companies' capacity
to operate smoothly.
 Due to the disloyalty of its franchise workers, the Kudumbashree Kerala women
empowerment programme is having difficulties. Because there are so many franchises, it's
difficult to keep track of every employee that cheats.
 Kudumbashree Kerala Women Empowerment Model has a large number of franchisees for
order taking, but no actual Kudumbashree dine-in restaurants.
 Because the institution's functional area is specialized, finding the requisite human
resources for a variety of initiatives is difficult. Another hindrance to project timely
completion is the institution's lack of adequate personnel.

31
 3.3 Opportunities

 The Kudumbashree Kerala women empowerment model could benefit greatly from
new environmental policies. They can obtain more benefit from technology if
environmental policies are smooth.
 New customer behavior trends have opened up a variety of opportunities. They use
cognitive advertisements to influence clients' decision-making processes.
 Adding low-calorie meals to the Kudumbashree Kerala women empowerment
model's menu would boost the number of customers. They can produce low-calorie
meals by using low-fat ingredients and less starch.
 The Kudumbashree Kerala women empowerment concept can also be managed by
middle-class consumers. They've divided their market into segments based on
demographics.

3.4 Challenges

 Kudumbashree aspires to boost women's economic prosperity while also empowering them
to be become "engaged people."
 The Kudumbashree mission is moving forward with the execution of Ashraya as per the
revised norms; however, the scheme faces challenges in terms of local government buy-in,
an overburdening of responsibilities on the community network, and the need to sustain
high levels of diligence to avoid deviations from the core principles.
 Because of local political traditions and long-term social exclusion patterns, the mission's
feasibility has been questioned in the field, even though the service is still inaccessible to
some of the poorest, most disadvantaged, and backward women.
 Moreover, as worries about the long-term viability of revenue activities and micro-
enterprises arise, the Kudumbashree Program's objectives are becoming clearer.

32
 Strengths Weakness

• Lent helping hands • Lack of proper commodity

• Strong advanced technology • Franchise related issue
• Strong distribution network • Low number of outlets
• Highly skilled employees • Lack of human resources

Opportunity Challenges

• New environment policies • Improve women’s economic

• New trends in the consumer growth
behaviors • Maintain high level of
• Low calorie menu diligence
• Demographic changes • Long term viability of
income generation

33
Chapter Four : Outcomes of the Study

34
4. Outcome of the study

The study talks about that women are often willing to fight for their rights. She is unable to
emerge from her shell due to the stereotype of "so-called expected behavior of women in
society." Women now make all of the household decisions, which has resulted in substantial
changes in decision-making abilities. Gender equality is becoming increasingly valuable.
Despite the fact that women's emancipation has been accomplished to a considerable extent,
discussions with higher officials about sexuality and women's role in sexuality have revealed
that little has changed. There's a chance that domestic violence will become more prevalent. In
the lives of all the women in the study area, a significant amount of change has occurred.
Appropriate awareness is required. Women’s empowerment is a process whereby women
become able to organize themselves to increase their own self-reliance, to asset their
interdependent right to make choices and to control resources which will assist in challenging
and eliminating their own subordination. Women empowerment is all about making women
both socially and financially independent. Women are entitled to decide, it gives them a sense
of empowerment and more worth. Kudumbashree is a multi-faced women based participatory
poverty eradication programme jointly initiated by Government of Kerala.

35
Chapter Five: Experiences, learning and conclusions

36
5. Learning and Conclusion

5.1 Experiences

• Participation in Ayalkootams meetings and activities

• Neighborhood groups (NHG) activities are very important to the participants. In recent
years, there has been a high level of engagement. The availability of low-interest loans,
which help in living independently, and political involvement, which benefits in expressing
their opinion in front of the society, were the most essential factors that inspired the
participants to join the programme. Members can also save funds for their children's
education thanks to the availability of a loan.

• Lack of women-friendly agricultural instruments, lack of land cultivation, group leaders'

policies, non-recognition by local self-government entities, lack of exposure, lack of
security, lack of research influence, and delays in bank loan sanctioning.

• Social empowerment is still the most powerful of the three elements of empowerment, while
economic empowerment is at the bottom.

• Women’s literacy levels aided the empowering process, but their positional status in
Kudumbashree had little bearing on their economic emancipation. However, it has been
statistically proven that positional standing has a major impact on social and political
empowerment.

37
 5.2 Learnings

• Leadership training is provided to members and organizations on a continuing basis.

• Long-term, low-interest financing is essential for women's entrepreneurial growth to be

sustainable.

• The most crucial component is family support.

• Women's literacy and empowerment programmes should be carried out on a daily basis.

• Appropriate counsel demands 24-hour, seven-day-a-week availability of hotline lines.

• Audiovisual support and programmes like radios and televisions will improve women’s
empowerment and development policies improve.

38
5.3 Conclusion

Kudumbashree has a massive effect on women's socioeconomic life in Kerala, especially in

the metropolitan areas of Thiruvananthapuram. In Kerala, the Kudumbashree initiative has
enhanced women's compliance techniques. Not only do Kudumbashree winners benefit
themselves, but also their families, communities, etc. Through increased entrepreneurship
and leadership, Kudumbashree has strengthened women's readiness to cooperate and benefit.
As a result, women's duties in the home were significantly enlarged. As per the Cairo
International People and Development Conference, government leaders should recognize
women's contribution to development (1994).
Kudumbashree has grown to become the largest women's empowerment movement in the
country, and has become the lifeline of Kerala's impoverished women. On a national and
international level, it is acknowledged as an outstanding and realistic participatory paradigm
for poverty eradication and growth. Eventually, the Kudumbashree initiative illustrates how
women's empowerment leads to regional economic success. As a result of their participation
in the Kudumbashree programme, women have learned to identify their own potential. In
both rural and urban contexts, it has surely improved women's socioeconomic progress. This
is the lively outer face of Kudumbashree.
One of the drawbacks was the lack of suitable human resources management standards, and
a successful project was essential in making the industrial and organizational environment
sound more like the planet. In addition to learning about the company’s history and
workplace environment, the student gained personal experience of the organization's various
operations, which helps to learn more about the infrastructure and amenities needed to run
it. Its social ramifications for Keralans' welfare, as well as the institution's multiple divisions,
were straightforward to comprehend and investigate.
Kudumbashree gave me professional experience that I would never forget. A high moral
standard of work, and a great brain. This is a turning point for business and academic
departments. The intern's direct understanding of the institution was his or her experience.
Each day, the intern made the most of every opportunity. Lessons learned by the interns will
be useful in their future undertakings.

Bibliography

39
 Book reference

• Arise skill Campaign - Kudumbashree

• The Moment of Lift: How Empowering Women Changes the World -Book by Melinda
Gates.

• Amman, A. (2018). Now, Kudumbashree women step into construction sector. Real Estate
Monitor Worldwide.

• Balakrishnan, Usha Devi. (2011) Women Empowerment: A Strategy. New Delhi: Sonali
Publication

• Batliwala, S. (2007). Taking the Power out of Empowerment: An Experiential Account.

Development in Practice, 17(4/5), 557-565. Retrieved from
http://www.jstor.org/stable/25548253 Beteille, A. (1999). Empowerment. Economic and
Political Weekly, 34(10/11), 589-597. Retrieved from http://www.jstor.org/stable/4407729

• Bhowmik, S. K. (1992). Caste and Class in India. Economic and Political Weekly, 1246-
1248.

• C.Nassbaum, M. (2000). Women and Human Development: The Capabilities Approach.

Cambridge: Cambridge University Press.

• Calhoun, C., & Oxford University Press. (2002). Dictionary of the social sciences. New
York: Oxford University Press.

• Caste and Class. (1978). Economic and Political Weekly, 13(35), 1488-1488. Retrieved
from http://www.jstor.org/stable/4366907

• Castro. Gichuki, et.al (2014). Performance of women owned enterprises accessing credit
from village credit and savings associations in Kenya. Journal of Global Entrepreneurship
Research 2014, 4:16 http://www.journal-jger.com/content/4/1/16

• Chatterjee, P. (2007). Contradictory States: Caste, Violence, and Rural Women's

Organizing in India. Women's Studies Quarterly, 35(3/4), 307-311. Retrieved from
http://www.jstor.org/stable/27649720

• Combaz, E., & Mcloughlin, C. (2014 August). GSDRC Applied Knowledge Services.
Retrieved 2018л 8-August from gsdrc.org: http://gsdrc.org/topic-
guides/voiceempowerment-and-accountability/supplements/social-and-economic-
40
 empowerment.

• Gervais, L. (2008). Microfinance and micro-enterprises: A study of the Kudumbashree

program in Kerala, India (Order No. MR48829). Available from ProQuest Dissertations &
Theses Full Text.
(304834529).Retrievedfromhttps://search.proquest.com/docview/304834529?accountid=
38885

Online reference

https://www.kudumbashree.org

https://en.wikipedia.org/wiki/Kudumbashree_Mission

http://lsgkerala.gov.in/en/kudumbashree
http://kudumbashree women empowerment
http://kudumbashree activities in Kerala
http://The role of Kudumbashree

41
42
43
WORK DONE DIARY

Name of the Student: Jashma K.J

Register Number: MB202417

Name of the Guide: Dr. Pallavi

Title of the Project: Cultural constraints of women empowerment: A Study on Kudumbashree in

Thrissur Kerala

Dates Work Carried out Signature of

Faculty
Guide
03/10/2021 - Discussion about project guidelines and project title
08/10/2021 finalization WORK DONE DIARY

09/10/2021 – Exploring various reference material (Collection of data)

18/10/2021

15/11/2021 – Preparation of introduction and formation of objectives

30/11/2021

06/12/2021 – Formulation of statement of the problem and research

10/12/2021 methodology

11/12/2021 – Data interpretation and analysis of the study

18/12/2021

20/12/2021 – Describing the findings and outcomes of the study

26/12/2021

27/12/2021 – First review of draft copy

04/01/2022

05/01/2022 – Reworking on the corrections under the assistance of the

08/01/2022 guide

09/01/2022 – Second review of the draft copy

13/01/2022

25/01/2022 Plagiarism check (Certificate of originality)

44