Return to Previous Page

Subicsha: Empowering Rural Women*

CASE STUDY, ENTREPRENEURSHIP & STARTUPS
ET Cases - GSMC, 15 Pages
AUTHOR(S) : Prof. Vijaya Bandyopadhyaya, Prof. Uma Nair and Madhulima Shekhar, Chandragupt Institute of Management Patna

Case Preview

Subicsha: Empowering Rural Women

 

Sitting in his quiet office room in an early November afternoon, Mr. M Kunhammad Master (Mr. Master), Project Coordinator, Subicsha pondered over the future of his organization.

Subicsha, an innovative special project under Swarnjayanthi Gram Swarozgar Yojana (SGSY), was started in 2002 in the Perambra Block of Kozhikode, Kerala. Mr. Master was associated with the Subicsha project since its inception. The aim of the project was to provide sustainable livelihood options to women Below Poverty Line (BPL) by engaging them in various stages of the value chain of a single agricultural produce ‘coconut’. Women Self-Help Groups (SHGs) in the Perambra block were involved in the project. Starting with one SHG, Subicsha linked around 588 SHGs involving more than 5000 women who are engaged in producing and marketing 41 value added products from coconut. Subicsha Coconuts Producers Company Ltd. was formed in 2006 for producing and marketing Subicsha products. The Company also had a turnover of over 1.24 crores.

Despite the impressive growth, the reach of “Subicsha” brand products was mostly limited to the State of Kerala. How to increase the reach of the brand beyond the  State? Though online marketing efforts started, how to link up with the regular marketing channels? Mr. Master was not having adequate funds for developing the required marketing infrastructure for expansion1..................

 



1 Authors visited Subicsha office and its manufacturing units at Perambra, Kozhikode during 6th to 9th September 2015

Teaching Note Preview

Subicsha: Empowering Rural Women

 

Synopsis

The premise of this case study is to enable discussion about how the traditional fragmented supply chain of a local agricultural produce may be effectively managed through capacity building of local women workforce to produce and market value added products. The Subicsha model can act as a role model for development of a region by engaging women in revenue generating activities of microenterprises where the women are the entrepreneurs and producers who can produce value added products for urban consumption. Providing common production infrastructure and development of proper marketing channels and branding of the products can have far-reaching impact on poverty alleviation and overall development of the rural region.

Prerequisite Conceptual Understanding before the Classroom Discussion

The students/participants should be encouraged to read a basic text book on entrepreneurship to have meaningful discussion and proper analysis of the case study. Conceptual understanding of self-help groups, micro finance and micro enterprises is required before discussion.

The following text book may be recommended for reading: Roy, R. Entrepreneurship 2011, Oxford Higher Education

Preamble

This case study is expected to sensitize the participants about how a SHG-based organization may be developed through capacity building of women to produce marketable products utilizing the natural produce of a geographical region. Given the importance of understanding the conceptual working model of such organization, the funding and support required, capacity building exercises that need to be done and also the production and marketing infrastructure required for profitability and growth of such organization. Accordingly, the classroom orchestration (assuming a 75 minutes class) may be done as shown in Exhibit (TN) – I.................

$4.57
Rs 0
Product code: ENTP-1-0013, ENTP-1-0013A

Abstract

This case study is meant to introduce the students/participants to the concept of supply chain management of value-added agri-based products through development of a micro-enterprise based organization. It specifically explains how fragmented activities of micro-enterprises may be unified giving a common efficient production platform to ensure standardized product quality and how branding of these products may add to their marketability and enhanced profit generation. These concepts are explained through the case of Subicsha, an innovative special project, started in Kerala under the aegis of Indian Institute of Management, Kozhikode. Subicsha was later registered as a private company with a federation of coconut farmers having shareholding rights in the company. This case study explains the Subicsha model of enterprise development aimed primarily at economic development of a region and how it became successful. Students may assess the possibility of adoption of the model elsewhere through identifying the product, sources of funding and institutions that can provide technical support for the same.



Pedagogical Objectives

  • To understand how supply chain of a local agricultural produce may be effectively managed through capacity building of local women workforce to produce and market value added products
  • To understand how fragmented activities of micro-enterprises (women self-help groups) may be unified giving a common efficient production platform to ensure standardized product quality
  • To understand how branding of products made by Self Help Groups (SHGs) may be done to add to the marketability of the products and enhanced profit generation

Case Positioning & Setting
This case study can be used for Post Graduate Management or Post Graduate Rural Management Programs for Entrepreneurship Development and Development Management courses. It can be used for Management Development Programs, specially designed for managers or government officials working in the development sector. It can also be used in Entrepreneurship Development Programs conducted by technical institutions, both engineering and management.

Entrepreneurship Development and Development Management courses:
1. Development of a SHG-based organization through skill development of women to produce marketable products utilizing the natural produce of a geographical region
2. Branding of products made by SHGs (unifying brand name can also add to the marketability of the products and enhanced profit generation)
3. Developing distribution channels for marketing local products by small enterprises


* GSMC 2016, IIM Raipur

This Case Pack Includes:
- Abstract
- Case Study
- Teaching Note (**ONLY for Academicians)
$4.57
Rs 0

Related products




Request for an Inspection Copy

(Strictly for Review Purpose, Not to be Used for Classroom Discussion/Trainings)