Daring Deval who changed the destiny

Deval felt like trying something in cloth and food items. She started speaking to cloth vendors in various states. She started building the network in Pune and fulfilled their orders. Her customers were women and she provided them with all kinds of dresses, dress materials etc. But already women were purchasing online and Deval had to convince them that she had a better deal. Meanwhile, she also started selling snacks. She prepared snacks at home initially and then with help of the other two women she started increasing the network.

But the journey was a bumpy ride. She started with a very small business of clothes and food items but still faced challenges. She was not that good with her communication skills and connecting with people. Also, there were issues with the family members who thought that she has no reason to get into all these things and must concentrate on home and family. 

Crossing the threshold 

The latest National Family Health Survey (NFHS-5)  states that in India, only 32 percent of currently married women aged 15-49 are employed, compared with 98 percent of currently married men age 15-49. 

Eighty-five percent of currently married women who earn cash say that they make decisions alone or jointly with their husbands on how their cash earnings are used. It is most common for women to make these decisions jointly with their husbands; only 18 percent mainly make these decisions alone. For 14 percent of women, the husband is the sole decision maker regarding the use of women’s earnings.

In India, housewives are generally discouraged from working as traditionally it is believed that women must take responsibility of husbands, kids, and in-laws. Earning money is the responsibility of men and women should look after the household.    

But Deval was sure about herself. She took care of her family but at the same time, she didn’t restrict herself to household work.

“ After 9-10 years of all the struggle I have learned many things. I improved my communication skill and this helped me in mouth publicity of my business” she says.  This process wasn’t easy for her. She was demotivated and criticized. “ But I have learned to stand for myself,” says Deval adding that a journey from a docile housewife to a businesswoman has taught her a lot. A strong will and mental strength helped her to keep going.  

Today she has a network of cloth vendors who are connected with her and Deval caters to the requirement of women. She is also into the business of imitation jewelry and her snacks business is rising.  She dreams of opening her own shop and expand the business.    

Self-realization  

Deval’s story is the story of thousands of women who want to excel in life despite all odds and opposition from society and people who want women to restrict to kids and cooking.

According to the Ministry of rural development, 57,209 enterprises came up during 2020-21 and 41,623 enterprises in 2021-22 when India was grappled with the Covid-19 pandemic. According to the Ministry, SHG women shouldered the responsibilities of the situation and emerged as a strong task force in producing several quality products like masks, protective gear kits, sanitizers, and hand wash. 

“Products were procured and distributed by the local administration to various stakeholders. While addressing the need, these SHG rural women entrepreneurs set up an example of themselves and earned an additional income” the Ministry states.    

But is not just rural women, their counterparts in urban areas are also striving to prove their mettle and Deval is one of them.   

(Manali Doshi is a SYMAJMC student at Vishwakarma University)