Starting Up In The Mountains

Think Startups and most will allude to pitch decks, funding, Go to Market, seed funding, unicorns and dreams !

Recently, on request by Confederation of Indian Industries (CII), few faculty members and I conducted a marketing workshop for Self Help Groups (SHGs) in the picturesque hills of Shimla. Having interacted with over 100 women entrepreneurs, it was clear that Starting Up in the Mountains holds potential.

Self Help Groups (SHGs) can be powerful engines of grassroots entrepreneurship, demonstrating startup-like potential in driving local economic growth and empowerment. It was inspiring to see over 30 plus SHG groups with exciting names like Taringini, Nav Chetna? et al present at the HIPA auditorium at Shimla. Whilst, they were not led by geeks or investment bankers, it was heartening to see that many of them had the passion of startup founders. As we ran sessions ranging from digital marketing to packaging, the discussions revealed multiple dimensions :

Rich Product Portfolio: From organic produce to handcrafted textiles, Himachal’s SHGs offer a diverse range of authentic, locally sourced products. Wouldn’t urban consumers want to buy unadulterated products made with love? It was fantastic to taste Sea Buckthorn Juice made from berries rich in A1, B variants, C, and K. An anti-aging drink in a stylish glass bottle from Kangla was proof of product potential that was waiting to be unearthed.

Traditional Knowledge : These groups leverage centuries-old techniques in areas like herbal medicine, weaving, and food preservation. In a copycat world, wouldn’t connoisseurs put a premium on traditional knowledge?

Strong Community Bonds : The tight-knit social fabric amongst the groups enables efficient resource pooling and knowledge sharing. Isnt it like a Founder’s dream of having a highly motivated team who know how to collaborate?

Environmental Stewardship: Many SHGs focus on sustainable practices, aligning with global eco-friendly trends. Wouldn’t we want to learn a bit of ESG from SHGs?

Women Empowerment: SHGs provide a platform for women to become financial contributors and decision-makers. It was a delight to interact with so many women grass root leaders who were keen to scale up.

Participants were keen learners. We covered a range of areas related to :

Digital Marketing: Enhancing online presence and e-commerce capabilities to reach wider markets. Every participant had a mobile phone and used Whatsapp. They attentively picked up lots of free tools like Google Business, Whatsapp Communities from us.

Quality Standardization: We discussed implementing consistent quality control measures to compete in national and international markets. The group from Kangla had impressive packaging with logos, product benefits, nutrition labelling et al. Many others were there to learn more about branding and packaging.

Innovation Hubs: Spaces need to be created for SHGs to experiment with new product ideas and technologies. University Incubators and Accelerators are the ideal sandbox for them.

Supply Chain Optimization: Logistics need to be improved to ensure timely delivery of products to markets beyond local areas. Some great products and ideas sit in the remote areas of Himachal adjoining Laddak, J&K et al.

The potential of SHGs in Himachal Pradesh is immense. By viewing and nurturing them as startups, we can unlock a new wave of rural innovation and economic growth. Currently, most of the support is limited to Rural Livelihood Mission or the CM Startup Schemes. It's time for startup enthusiasts, investors, mentors, and policymakers to take notice and collaborate with these grassroots entrepreneurs.