Market study and business plans development for potential enterprises in semi-urban clusters

CARE-India, Tamil Nadu

Project Under Domains: Nature-based Solutions, Skills and rural enterprises; Sub Domains: Inclusive market systems

Care-India is implementing donor-funded a three-year CSR programme called “Promotion of Women’s Economic Empowerment Through Entrepreneurship” near Royal Enfield plant in the Sriperumbudur block in the Kanchipuram district of Tamil Nadu. The goal of this project is to promote 200 women entrepreneurs to take up entrepreneurship opportunities by building their capacities through Self Employment and Entrepreneurship Development Centres. One of the key objectives of this programme is to promote women-owned and managed enterprises at the individual or collective level resulting in an increased additional income of their households. The main activity was to undertake a market assessment study which includes identification of potential enterprise opportunities, preparation of viable business plans around such enterprise opportunities and facilitation of the potential women entrepreneurs to prepare customized business plans.

Objectives

The main objective was to undertake a market assessment study which includes identification of potential enterprise opportunities, preparation of viable business plans around such enterprise opportunities and facilitation of the potential women entrepreneurs to prepare customized business plans.

Approach and Methodology

This study was carried out in the vibrant Kancheepuram district of Tamil Nadu. We adopted a multifaceted approach to data collection, combining elements of market analysis with the social sciences to unearth promising sectors, markets, and entrepreneurial opportunities that align with the context of livelihood development.

To assemble a comprehensive dataset, we employed a variety of methods, including Focus Group Discussions (FGDs), in-person interviews, and Key Informant interviews. Our engagement spanned a diverse array of participants, encompassing community members, women, key stakeholders, and market players.

The FGDs provided a dynamic platform for interactions with women, while individual interviews offered us valuable insights from women entrepreneurs. Venturing into the bustling local markets, our field research team engaged with input suppliers, market players, and support service providers to enrich our understanding.

In the heart of the project area, Kanchipuram, we conducted Key Informant interviews to glean crucial insights. Not limited to physical interactions, we also conducted telephonic interviews with manufacturers, industries, and market players. Through these conversations, we delved into their operational functions, procurement practices, customer bases, and the challenges they face in their endeavors.

Results

The existing market landscape and potential is analysed to understand the existing overall livelihood profile of the region, based on which potential products were identified and business plans were developed. Our business plan template draws inspiration from a model developed by NIFTEM, with necessary adaptations to align with our specific context and requirements.