Thenkala’s Leap: Empowering Rural Women through Digital and Post-Harvest Innovation”
Thenkala, a resilient entrepreneur from Poompuhar of Mayiladuthurai district, relied on traditional methods to process and sell dry fish. Her knowledge was passed down through generations, and while it sustained her family’s livelihood, it came with limitations. The lack of modern techniques restricted her product quality and market reach. Her sales were primarily local, and she faced challenges in maintaining hygiene and extending the shelf life of her products.
Thenkala had aspirations to grow her business, but the absence of exposure to advanced practices and digital tools kept her from achieving her full potential.
Intervention: Training in Digital Literacy and Post-Harvest Techniques
Recognizing her potential, Thenkala actively participated in a series of training programs offered by MSSRF, each designed to enhance her skills and transform her business. Through Digital Literacy Training, she gained the confidence to navigate smartphones, use apps like WhatsApp for business communication, and efficiently manage online orders, reducing dependency on intermediaries. Post-Harvest Training introduced her to hygienic fish processing methods, including the use of solar dryers, ensuring better product quality and extended shelf life. Additionally, Thematic Video Conferencing Sessions provided valuable insights into proper packaging and marketing strategies, helping her enhance product appeal and attract more customers. Each session addressed critical gaps in her traditional methods, equipping her with practical solutions to improve efficiency, maintain quality, and scale her business with confidence.
Transformation
The training and knowledge Thenkala acquired through MSSRF’s initiatives completely transformed her business, elevating it from a small-scale operation to a thriving enterprise. By replacing traditional drying methods with a solar dryer, she ensured superior hygiene, eliminated contamination risks, and produced dry fish with enhanced texture and flavor. This shift not only improved the quality of her products but also inspired her to diversify into value-added fish products, tapping into new markets and expanding her business potential.
Encouraged by this transformation, Thenkala took a bold step forward and established Thenmathi Unavagam, where she now sells a variety of fish products from Poompuhar to other locations. Leveraging Facebook and WhatsApp for marketing, she has successfully expanded her customer base and also facilitates payments through digital transactions, making her business more efficient and far-reaching.
Thematic video conferencing sessions proved to be a game-changer, introducing her to the significance of professional packaging. By adopting high-quality, modern packaging materials, she extended the shelf life of her products and enhanced their market appeal. No longer just a local vendor, she began presenting her products as premium-quality goods, setting them apart from conventional dry fish available in the market.
Empowered by digital literacy training, Thenkala mastered the art of online promotion. She leveraged social media platforms like Facebook, taking visually appealing pictures of her products and posting them to attract customers. The response was phenomenal—her business gained massive visibility, generating thousands of views, likes, and shares. "I never thought people from faraway places would see my dry fish on Facebook and place orders. Now, every time I post, I get new customers messaging me. It feels like my small business is reaching the whole world," she says with excitement.
With improved product quality, professional packaging, and a growing online presence, Mrs. Thenkala’s business witnessed unprecedented expansion. Managing orders through WhatsApp and other online platforms streamlined communication and reduced her reliance on middlemen, allowing her to reach customers beyond her local community. Demand surged, with customers from neighboring districts and even other states placing orders for her products. This remarkable growth not only boosted her income but also established her as a leading dry fish producer in her region. Today, Mrs. Thenkala stands as an inspiration, proving that the right training, technology, and determination can turn a small enterprise into a thriving business.
Challenges and Aspirations
Despite her remarkable success, Thenkala continues to navigate challenges such as the seasonal availability of fish and competition from larger producers. However, her determination remains unwavering. To overcome these hurdles, she is diversifying her offerings by exploring value-added fish products like fish pickles and powders, ensuring a steady income throughout the year.
Looking ahead, Thenkala envisions expanding her market reach even further and becoming a role model for women entrepreneurs in her village. She hopes to inspire more women to embrace digital tools and modern business practices, proving that innovation and adaptability can transform traditional livelihoods. Her journey is a powerful testament to the impact of MSSRF’s training programs, which blend digital literacy with technical skills to create real economic opportunities. By adopting modern techniques and leveraging digital platforms, she has elevated her business to new heights, setting a compelling example for her peers.