Ghe Bharari – Mala Pankh Milale ( TV Reality Show) – Maharashtra State Rural Livelihood Mission

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Case Study

Ghe Bharari – Mala Pankh Milale (TV Reality Show)

Introduction:

This innovative TV reality show aims to empower rural women entrepreneurs by providing mentorship, funding, and national-level exposure to scale their businesses and access urban markets. Building on Umed’s proven success in transforming socio-economic conditions for over 65 lakh households in Maharashtra, the program will offer a unique platform for women to pitch their business ideas, receive expert feedback, and gain essential skills in communication, marketing, and financial management.

Problem:

Many rural women entrepreneurs struggle to secure funding for their businesses due to a lack of financial literacy, access to investors, and traditional lending avenues. Rural entrepreneurs frequently have difficulty reaching urban markets or scaling their businesses beyond local communities due to limited networks, visibility, and marketing resources. Women, particularly in rural areas, face systemic barriers that limit their entrepreneurial opportunities, such as societal norms, lack of mentorship, and insufficient representation in the business community.

Solution:

GHE BHARARI provides a televised platform for women to pitch businesses and secure funding, empowering growth. SBI Foundation offers entrepreneurs, addressing financial constraints and enabling business growth. A two-day training session provides crucial skills in pitching, marketing, and financial management. TV exposure boosts recognition and credibility, helping rural women grow their businesses.

Challenges:

Conceptualizing the show was challenging as it introduced an untested format. Preparing the rural women to confidently face the cameras and jury members required comprehensive grooming sessions. Developing the skills of rural women posed a significant challenge due to varying experience and education levels. Onboarding investors proved challenging, requiring extensive efforts to align their interests with the show’s goals and secure their commitment.

Innovation:

The solution behind GHE BHARARI – MALA PANKH MILALE was carefully selected to address the pressing challenges faced by rural women entrepreneurs in Maharashtra. These women, despite their entrepreneurial potential, were often held back by limited access to resources such as funding, training, and market exposure. Our primary goal was to create an intervention that would empower these women by providing them with financial support, business skills, and public recognition.

Outcomes:

330 rural women gained essential business skills, built confidence, and successfully pitched their businesses, leading to sustainable growth and financial independence. 39 selected women entrepreneurs secured funding from SBI Foundation, enabling them to scale their businesses and invest in growth opportunities. Participants received two days of intensive training, enhancing their financial management marketing, and pitching skills, resulting in more professional and efficient business operations.

Opportunities:

This project has significant potential for scaling and replication, with plans to expand regionally. The upcoming next season will see an increase in the number of episodes, giving more women the chance to pitch their businesses and secure funding, thereby expanding the program’s impact.

Summary:

The initiative focuses on diverse sectors like agriculture, handicrafts, and food processing, with tiered financial backing and recognition for outstanding businesses. By fostering entrepreneurial confidence and offering real-world opportunities, this program is poised to drive economic growth, financial independence, and sustainable livelihoods for rural women, ultimately catalyzing grassroots entrepreneurial development.

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For more information, please contact:
Nilesh Sagar at ceo@umed.in

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