MARKETING MIX STRATEGIES AND MARKETING EFFICIENCY OF WOMEN SELF HELP GROUPS

Although WSHGs play a vital role in promoting rural development and women empowerment, they continue to face significant challenges in effectively marketing
their products. Drawing on the marketing mix (4Ps) framework, supported by the Resource-Based View and social entrepreneurship perspective, the study examines
how product, price, promotion, and place strategies impact marketing efficiency. A quantitative research design is adopted, and primary data were collected from
300 WSHG members using a structured questionnaire. It highlights the need for WSHGs to adopt market
oriented approaches by strengthening promotion, pricing, and distribution strategies. Policy recommendations stress the importance of training programs, digital
marketing adoption, and institutional support for long-term sustainability