Socio Economic Empowerment of Women through Micro Enterprises an Anlytical Study on Kerala

SREEKALA K.H

doi:10.36948/ijfmr.2026.v08i01.66532

Socio Economic Empowerment of Women through Micro Enterprises an Anlytical Study on Kerala

Author(s)	Ms. SREEKALA K.H
Country	India
Abstract	This research investigates the systemic marketing challenges encountered by women entrepreneurs within the unique socio-economic landscape of Kerala, India. Despite the state’s acclaimed "Kerala Model of Development," characterized by high female literacy and superior health indicators, there remains a persistent disparity in female labour force participation and the scaling of women-led micro-enterprises. This study identifies a critical "Market Marginalization" where women, though proficient in production, face significant hurdles in market penetration, branding, and digital transition. The inquiry adopts a Mixed-Methods Explanatory Sequential Design, integrating the Resource-Based View (RBV) and Social Capital Theory to analyse how "Marketing Capability" serves as a gendered resource. Utilizing a stratified random sample of 450 registered women entrepreneurs across North, Central, and South Kerala, the research examines the multi-dimensional impact of the 4Ps (Product, Price, Place, and Promotion) alongside modern digital variables. Preliminary observations suggest that while institutional frameworks like the Kudumbashree Mission have successfully facilitated entry-level entrepreneurship, these units often remain trapped in a "Middleman Trap" and suffer from "Marketing Paralysis" due to information asymmetry and socio-cultural mobility restrictions. The study further explores "Digital Marketing Adaptability" as a potential moderator for business growth, arguing that current policy interventions must shift from traditional subsidy-based models toward a "Marketing-Led Development" (MLD) approach. The final output of this research is the formulation of a "Marketing Resilience Model," designed to provide a strategic roadmap for women-led enterprises to navigate the hyper-competitive, algorithm-driven marketplace of Industry 4.0. The findings hold significant implications for policymakers, academic researchers, and developmental agencies aiming to bridge the gap between entrepreneurial aspiration and sustainable commercial success in the post-pandemic digital economy.
Keywords	Women Entrepreneurship, Kerala Model, Marketing Paralysis, Digital Transition, MSME, Social Capital, Resource-Based View.
Published In	Volume 8, Issue 1, January-February 2026
Published On	2026-01-15
DOI	https://doi.org/10.36948/ijfmr.2026.v08i01.66532

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Socio Economic Empowerment of Women through Micro Enterprises an Anlytical Study on Kerala

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