CONTENT

NO TITLE PAGE NO.

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1. INTRODUCTION 1

2. COMPANY PROFILE

3. PRODUCT PROFILE

4. ORGANISATIONAL STRUCTURE

5. COCLUSION

6. BIBLIOGRAPHY
 CHAPTER: 1

INTRODUCTION
INTRODUCTION

Marketing is understood to mean the sale and purchase of goods and services
but it is too narrow view to understand it so. The term marketing is much wider
in nature and scope. It is not limited only to needs, sale, and purchase of goods
and services. It means entire process of satisfying the needs of consumers, and it
continues till the wants are satisfied and the customers are delighted. Marketing
is not only about providing products or services but also about providing
changing benefits to the changing needs and demand to the customer. Marketing
is thus the sum total of all the activities and processes including creating,
communicating, delivering and exchanging offerings that have value for
customers, clients, partners and society at large. Marketing is the practice of
allocating resources to gain awareness and consideration from future customers
for purchase of a product or service. Marketing satisfies the need for the
company to create customers and build relationships that will bring the business
sustainable growth. Marketing also communicates the value of a product or
service to the marketplace. Because marketing communicates the value of the
organization even shareholders benefit from having marketing programs that are
effective at creating profitable customers for the business enterprise. The
management process through which goods and services move from concept to
the consumer.

 It includes the coordination of four elements called the 4P’s of

marketing. Identification, selection and development of a product.
 Determination of its price.
 Selection of a distribution channel to reach the customers place.
 Development and implementation of promotional strategy.

SCOPE OF THE STUDY

This internship is very beneficial to students because, after the course they are
put into real life situations. Personal contact with the organisation is also very
beneficial because they provide both theoretical and practical knowledge
regarding various aspects of management and implications. The study helps to
develop a practical knowledge about the working of the organisation and helps
to build confidence and employability of prospective candidate. It also helps to
get familiarize with the organisational procedures.

OBJECTIVES OF THE STUDY

 To study the various services and products provided by the kudumbashree

bazaar
 Identify problems exist in the market or likely to arrive in the future
 To study the organisation structure of the bazaar
 To know preference of owners towards kudumbasree
 Market performance
 To find the awareness level
 To know the strategies used by the company to attract the customers

LIMITATION OF THE STUDY

 Covid-19 pandemic and its repercussions.

 The pandemic and the lockdown have drained the public mentally and
physically which may have impacted the primary data.
 No face to face interaction with respondents.
 This is a subjective study.
 Limited time and money.
 The study is based on primary data and hence all the limitation of
primary data is applicable to the study
 CHAPTER: 2
COMPANY PROFILE
KUDUMBASHREE MISSION
Kudumbashree is that the poverty eradication and ladies empowerment programme
implemented by the State Poverty Eradication Mission (SPEM) of the govt of Kerala. The
name

Kudumbashree in Malayalam language means ‘prosperity of the family’. The name

represents ‘Kudumbashree Mission’ or SPEM also because the Kudumbashree Community
Network. What’s commonly mentioned as ‘Kudumbashree’ could mean either the
Kudumbashree Community Network, or the Kudumbashree Mission, or both.

Kudumbashree was found out in 1997 following the recommendations of a 3 member Task
Force appointed by the government. Its formation was within the context of the devolution
of powers to the Panchayat Raj Institutions (PRIs) in Kerala, and therefore the Peoples’
Plan Campaign, which attempted to draw up the Ninth Plan of the local governments from
below through the PRIs.

Kudumbashree features a three-tier structure for its women community network, with
Neighbourhood Groups (NHGs) at rock bottom level, Area Development Societies (ADS)
at the center level, and Community Development Societies (CDS) at the government level.
The community structure that Kudumbashree accepted is that the one that evolved from the
experiments in Alappuzha Municipality and Malappuram in early 1990s.

Kudumbashree community network was extended to hide the whole State in three phases
during 2000-2002. The Kudumbashree network by 15th March 2017 had 2,77,175 NHGs
affiliated to 19,854 ADSs and 1073 CDSs with a complete membership of 43,06,976
women. Kudumbashree membership is hospitable all adult women, limited to at least one
membership per family.

In 2011, the Ministry of Rural Development (MoRD), Government of India recognised

Kudumbashree because the State Rural Livelihoods Mission (SRLM) under the National
Rural Livelihoods Mission (NRLM).

KUDUMBASHREE COMMUNITY NETWORK

Kudumbashree is actually a community network that covers the whole State of Kerala. It
contains a 3 tier structure with Neighbourhood Groups (NHGs) as primary level units, Area
Development Societies (ADS) at the ward level, and Community Development Societies
(CDS) at the government level. it's arguably one among the most important women’s
networks within the world. While the community network is made round the central themes
of poverty eradication and ladies empowerment, its main features include democratic
leadership, and support structures formed from the ‘Kudumbashree family’.

HISTORY
Kudumbashree Means various things To Different People. For Some, it's The Poverty
Eradication Project Of The government Of Kerala. Some Others View It As An Exclusive
Domain of girls Engaged In welfare work . Yet In Some Others, The Term Kudumbashree
Evokes The Image Of the ladies In Uniform Who Come to gather Waste From Their Door
Steps.

For Several People, Kudumbashree Is sort of a Blessing; A God-Send. It Appears As Food

To The Hungry, As Medicine To The Sick, As A hand To The Ailing. Sections Of Men
Also See Kudumbashree As An Unwanted Platform That Made Women Arrogant. There
Are Politicians Who Think Kudumbashree As A Channel to succeed in The Poor; There
also are Politicians Who See Kudumbashree As A Hindrance To Decision-Making Process.
Certain Others See It As A Platform From Where Women Enter Politics. The Poverty
Eradication Mission is named Kudumbashree. during a Village Setting, A NHG is named
Kudumbashree. The CDS is named Kudumbashree. CDS Chairperson Is mentioned As
Kudumbashree Chairperson. Women Believe That it's Kudumbashree That Supplies
Nutrimix To Anganawadis.

If All of those Is Kudumbashree, Then, what's Its History? How Did It Evolve? What We
try to know Is How Kudumbashree – The Community Network of girls and therefore the
Mission That Supports It – Came Into Being. Tracing it might Amount To Placing It In
Context, And Examining The Experiments And Experiences From Which the thought
Called Kudumbashree Evolved.

EVOLUTION OF THE KUDUMBASHREE IDEA

Set within the context of the People’s Plan Movement which was a state strategy for mass
mobilisation for bottom-up planning within the wake of the decentralisation of powers,
Kudumbashree has been an outcome of its specific context.

From the attitude of a government programme, Kudumbashree was the extension of the
CDS experiments in Alappuzha and Malappuram. At an equivalent time, the CDS
initiatives themselves had drawn lessons and methods from the NABARD led initiative of
SHG Bank Linkage Programme. As a thought , its base has been neighbourhood groups
(NHGs); the NHG idea had its own history within the State’s civil society domain.

The NHG idea stayed in contrast with the SHG concept that had been promoted in many
countries also as in several States of India. The NHGs here were to be forums for planning
and development action too. The concept of such NHGs too has peculiar roots in Kerala’s
development history. and therefore the very concept of forming groups around
neighbourhoods had been ingrained in traditional sorts of community organisation within
the state.

In sum, the Kudumbashree idea appears to possess evolved through the community
mobilisation experiments in Alappuzha and Malappuram, also drawing in from the varied
civil society initiatives in community mobilisation for various purposes. The Kerala CDS
model, as recognised widely, evolved from the Alappuzha and Malappuram experiments.
However, these initiatives themselves were informed by the experiences of certain
traditional community organisations and practices.

As acknowledged by Rajeev Sadanandan, who was the district collector at Malappuram

during the experiment there, women in NHGs fixed 2% rate of interest on the credit availed
from the groups supported their experience in traditional organisations.

Eventually it had been the decentralisation of powers to PRIs and therefore the People’s
Plan Campaign set the stage for Kudumbashree’s formation.

MISSION

There are two distinguishing characteristics to Kudumbashree which set it apart from the
usual SHG model of empowerment. These are, 1.The universality of reach – from its very
inception Kudumbashree has attempted to bring every poor woman in the state within its
fold, as a consequence of which today Kudumbashree is present in every village panchayat
and municipality, and in nearly every ward, colony and hamlet. The sheer spread is mind
boggling, and it is only because the local community of women drive the system that it has
managed to persevere. 2.The scope of community interface in local governance – the
functioning of Kudumbashree is tied up to the development initiatives of the local
government be it for social infrastructure, welfare or right 13 based interventions or for
employment generation. From food security to health insurance, from housing to enterprise
development, from the national wage employment programme to the jagratha samiti, every
development experience depends on Kudumbashree to provide the community interface. It
is using these opportunities that Kudumbashree strives to convert a microfinance led
financial security model into a more comprehensive model of local economic development.

VISION
Kudumbashree strives to develop the model of a micro finance led financial security
process into a more comprehensive model of local economic development under the aegis
of local governments. This would hopefully sustain the transformation of the local
governance agenda from welfare to entitlement. Such a transformation does not come about
easily and requires rewriting established administrative and development practices It
requires the community acquiring voice and being heard. It requires institutionalizing
processes that allow for participation and meaningful contribution. And when we speak of
community we speak of the people for whom government is a palpable entity influencing
the quality of their lives, as well as of the people on the periphery, both social and physical,
for whom manifold deprivations have snuffed out hope of change. We speak of the women
who are finding, through collective endeavours, the stepping stones leading from
participation to citizenship in its truest sense. It is through the realization of citizenship that
Kudumbashree would be able to significantly address issues of equity and justice.

KUDUMBASHREE BAZAAR

To create permanent marketing space for Kudumbashree products and to bring all
Kudumbashree products under one common marketing outlet, Kudumbashree mission is
initiating Kudumbashree bazaar – one brand chain of outlets for all Kudumbashree
products. 14 Kudumbashree bazaars, one per district and a series of Mini bazaars are going
to be setup in districts to cater to the rising demand of Kudumbashree Products.

Direct sales at the purpose of production and Trade Fairs are the main platforms currently
being utilized for marketing Kudumbashree products. albeit such direct sales by
entrepreneurs themselves is feasible only thanks to the low volume of production
commensurate to the local demand, direct selling of products has its own advantages like
non-payment of commission to intermediaries. But once the extent of production is
augmented, this practice won't be effective to sell the products. Hence, a mixture of direct
sales to customers and sales through market outlets would be a more plausible option for
Kudumbashree products. The success of Kudumbashree products albeit sold only trough
Trade Fairs shows that the purchasers are interested in the products and there's scope for
widening the market network. This highlights the need of Kudumbashree’s own European
Union outlets at conventional points, owned and operated by consortium of Micro
Entrepreneurs. Since independent outlet for every ME isn't workable, common outlets for
the MEs during a locality is advisable business strategy. Process are started by
Kudumbashree to determine Kudumbashree Basaars in line with Supply Co Super Markets
altogether District Headquarters in 2017-18. albeit the market response to such permanent
outlets isn't known, it's going to be assumed that the most hindrance for the profitable
operation of those outlets would be the shortage of sort of goods to satisfy the stress of
ordinary customers.

E-commerce is fast gaining ground as an accepted and used business paradigm within the
State et al. within the country. More and more business houses are launching ‘E-Commerce
portals/web sites’ providing functionality for performing commercial transactions over the
online . it's reasonable to mention that the method of shopping on the online is becoming
commonplace even in Kerala with an online penetration of around 35% and increased
consumer awareness.

‘Kudumbashreebazaar.com’ is that the online exclusive E – Commerce portal of

Kudumbashree, a general purpose e-store where Kudumbashree products (selected
products) are often bought from the comfort of home through the web . the web portal will
provide a web marketing platform for Kudumbashree products where customers can
browse the catalog and choose products of interest. aside from Kudumbashree’s own portal,

Kudumbashree products are going to be made available in Mahila E Haat, Amazon,

Amazon Saheli, Flipkart etc.

When most online portals specialise in large-scale and retail products, the vast segment of
small-scale producers are overlooked and that they don't get a chance to compete within the
national or international market. Kudumbashree portal not only provide consumers with a
spread of products of small scale producers at their doorstep, but also empower women
entrepreneurs.
 CHAPTER: 3
PRODUCT PROFILE
RANGE OF PRODUCTS
GROCERIES

 Nadan kudampuli
 Carrot semiya
 Indigo powder
 Karinjeerakam
 Chukku
 Sambar powder
 Garlic pickle

TRIBAL PRODUCTS

 Kunthirikkam
 Corn rava
 Navara
 Chaamaa
 Raagi
 Thiruva
 Arivala
 Kuttampuzha honey
 Vatti

HOME DÉCOR

 Nettipattam
 Myural painting
 Clay pot
 Carpet
 Bottle art
 Wooden clock
 Bamboo cup