AI-Enabled Strategies for Marketing and Sustainability: A Study of Women SHGs in Kolhapur
Ms. Pooja Sachin Khopkar (MBA, M.com, SET)
Assistant Professor
Yashwantrao Chavan, KMC College, Kolhapur
Abstract –
Self-Help Groups (SHGs) have been instrumental in advancing women’s empowerment, entrepreneurship, and financial inclusion across India. In the Kolhapur district, these groups significantly contribute to rural economic activities, yet they continue to encounter constraints in marketing reach, operational efficiency, and sustainable growth. With the rapid advancement of Artificial Intelligence (AI), new opportunities have emerged to strengthen SHG activities by enhancing marketing strategies, streamlining operations, and supporting eco-friendly practices.
This paper conceptually explores the potential of AI-enabled strategies in empowering women SHGs in Kolhapur without relying on primary survey methods. Drawing on secondary data, government reports, case studies, and existing literature, the study examines how AI can be integrated into the marketing, operational, and financial aspects of SHGs. It highlights applications such as AI-driven digital marketing, predictive analytics for consumer demand, automated bookkeeping, AI-based microfinance tools, and smart supply chain management. The paper also discusses sustainability prospects where AI can aid in resource optimization, waste reduction, and environmentally conscious production.
The analysis indicates that while AI offers transformative potential for making SHGs smarter and sustainable, challenges such as digital illiteracy, affordability, and infrastructure gaps must be addressed. The study concludes that with proper institutional support, policy interventions, and capacity building, AI can serve as a strategic enabler for women SHGs, ensuring their long-term economic viability and contribution to inclusive rural development.
Key words – Women self-help groups, Marketing, sustainability, AI, Operational Feasibility
Financial Feasibility, Economic Viability
DOI link – https://doi.org/10.69758/GIMRJ/2509I9VXIIIP0038
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