Currently, SHGs use their own brand name and logo which hinders the marketing of their products on a larger scale owing to fragmented availability. The government’s move of bringing all SHG products under one brand name and logo is expected to capture the urban niche markets.
Tamil Nadu Chief Minister Jayalalithaa has approved the brand name 'Mathi' and logo for all SHG products. The industry is soon to get Standard Operating Procedures for 50 products.
The SHG-based program 'Mahalir Thittam,' fully funded by the state government, aims at poverty reduction among women and offer systematic training on skill development. It also assists the SHGs to avail bank credit for taking up income generation activities. The program has created 556,000 SHGs so far with 8.5 million women members.
Also, the Tamil Nadu Corporation for Development of Women has promoted SHG-made products by providing market intelligence, conducting product surveys, providing exhibition space and advising on value addition and packaging. In the last fiscal, the government stressed more on creating new avenues for marketing of SHG products through brand promotion, standardisation, labelling, e-commerce, campus exhibitions and promotion of an institutional framework for marketing.
So far, Rs 19,417.57 crore has been loaned to SHGs in the state, with more than Rs 8,000 crore in the last two years. The state government has also decided to offer an additional capital subsidy of five per cent (over and above the regular subsidy), subject to a maximum of Rs 2,00,000 to enterprises set up by women. Moreover, the district central cooperative banks and urban cooperative banks provide loans of up to Rs 10 lakh to encourage women entrepreneurs.