Project Shakti – A Public Private Partnership for Rural Consumers' Welfare

Isita Lahiri and Indrani Majumder
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Isita Lahiri: Associate Professor, Department Of Business Administration, University of Kalyani, Kalyani., District – Nadia, West Bengal, India
Indrani Majumder: Lecturer, Department of Commerce, Vidyasagar University, Dist. Paschim Medinipur, West Bengal, India

Indian Journal of Commerce and Management Studies, 2011, vol. 2, issue 1, 105-117

Abstract: The consumer movement has been started in India in the year 1930 by a follower of Mahatma Gandhi. And the enactment of the Consumer Protection Act in 1986 had provided the momentum for the consumer movement in India to bloom which explicitly called for the protection of consumers from rural India who earn an insufficient living. And with this set of mind in the early 1980s, the Government of India launched the Development of Women and Children in Rural Areas (DWCRA) programme under the Integrated Rural Development Programme. In the year 2001, it has made a tie up with the MNC giant HUL with the objective of changing lives and boosting incomes in rural Bharat. It has involved in Project Shakti of HUL which is conceived with twin objectives, to empower women in remote rural areas and to enable HUL to reach inaccessible areas and thus to land a win-win situation. It seeks to empower underprivileged women of villages and thus give the ultimatum to consumers’ welfare. The objective of this paper will be to throw a light on various aspects of Project Shakti and to relate the initiatives with the rural consumers’ welfare, both in qualitative and quantitative terms.

Keywords: social business initiatives; women empowerment; Consumer confidence; feminine consciousness (search for similar items in EconPapers)
Date: 2011
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