Kudumbashree initiative aims to boost women’s income

In a move expected to significantly boost the income of women across Kerala, the State government has launched an ambitious initiative to bring Kudumbashree entrepreneurs’ products into the mainstream retail market.

Local Self-Governments Minister M. B. Rajesh said the initiative would mark a major leap in enhancing the earnings of women in the State. He was speaking after inaugurating the State-level launch of the project that enables Kudumbashree products to enter the retail marketplace here on Friday.

“With Kudumbashree products reaching retail shelves, a vast new market is opening up. This will result in a substantial increase in women’s income in Kerala,” the Minister said.

Kudumbashree has already rolled out 30 products, while 155 more are in the pipeline. The Minister also announced that the number of Kudumbashree’s takeaway chicken counters will be scaled up to 1,000 by next year.

As part of the initiative, a Memorandum of Understanding (MoU) was handed over by the Minister to Binu Manjaly, president of the All Kerala Distributors Association, who presided over the function.

Under the Kudumbashree Mission, lakhs of women entrepreneurs are engaged in the production of a wide range of products as part of women empowerment and livelihood initiatives. At present, these products are marketed through Home Shops, Pocket Mart — Kudumbashree’s digital marketing app — permanent sales outlets and various product fairs held at different levels.

While continuing these traditional channels, Kudumbashree is now aiming for a major expansion by entering retail, hypermarket and supermarket chains, competing alongside established branded products. To facilitate this transition, Business-to-Business meets were organised across all 14 districts to ensure streamlined market access. Kudumbashree executive director H. Dinesan presented the report.