Information and Communication Technology (ICT) as a tool for Marketing Self Help Groups Products Dr. Sapkal Hanmant G1, Mrs Kherdikar Akanksha2 1Research Guide, Ramkrishna Paramhansa Mahavidyalaya, Osmanabad 2Research Scholar, Dr. Babasaheb Ambedkar Marathwada University, Aurangabad Online published on 22 June, 2018. Abstract In this era of Technology and recent launch of Digital India Program by Government of India which is well supported by Tata Trust and Google with launch of initiative named “Internet Saathi”, has triggered women empowerment in rural area by making them internet literate. Rural women especially associated with Self Help Groups can be benefited with such initiatives. In India, most of the SHGs are following their traditional marketing policies and practices. This is mainly due to lack of awareness of currently available marketing trends. Information and communication technology (ICT) tools have been widely used by all the levels of enterprises to effectively and economically market their products. SHGs can also leverage the power of these ICT tools. Apart from basic ICT tools like Television and Radio, Smart phones with internet connectivity have also reached all the corners of rural areas. Many SHGs (Rural and Urban) are supported by NGOs and other private organizations which provide various ICT related training and awareness program for them, but still there is gap in ICT enabled marketing techniques and marketing techniques adopted by SHGs. In view of this, the present paper focuses use of ICT tools to promote products produced by SHG. It proposes use of various ICT tools which can be used for different marketing functions by various levels of stakeholders of SHGs. Top Keywords Information and communication technology (ICT), Marketing, Self Help Groups (SHG). Top |