Marketing of Rural Self Help Group Products in Andhra Pradesh

Self Help Groups(SHGs) have become a significant factor to bring the rural masses in to the main stream of National Life. It helps to reduction of poverty.The capacity building of micro ¿ enterprises of Self Help Groups do not have market development strategies and they face a lot of difficulties in positioning their products in the market, relating to other competitor products and markets.The operation of the Self Help Group itself is localized, this means there is limitation in terms of geographical coverage Self Help Group members who generally lack level of literacy, technical competence, market intelligence and entrepreneurial spirit face a lot of difficulties in carrying out the micro ¿ enterprise ventures successfully. It is in this context, the researcher identified the research problem for the current study. The study attempts to find out the extent of marketing strategies followed by SHGs.