2021, Vol. 4, Issue 2

No nation of the world can achieve an all round development unless it makes a proper and optimum utilization of its resources, more importantly the human resources. Since around half of the world’s total population constitutes women, the women power needs to be well directed and motivated in right perspective to focus their attention on various developmental activities. Out of many economic activities, trading, more particularly the small scale retailing is considered to be more suited to the needs of women entrepreneurs. Women should therefore be encouraged to adopt this line of economic activities. In Gonda, a rural dominated district of Uttar Pradesh, women in large number are found to have occupied the field of retailing and earn quite a handful of income not only to support them but also to supplement their families’ incomes.

The informal sector, in the form of micro-enterprises, so long having deep attachment with rural economy has now become integral part of the economy of the state and the country due to overall change in economic scenario of the country. Uttar Pradesh is no exception to it. The entrepreneurs perform vital function in economic development of a nation. They have been referred to as the human agents needed to mobilize capital, to exploit natural resources to often develop innovative products or concepts, to create markets and to carry on business. Looking at the above opportunities, Govt. has also supported many women entrepreneurs by providing loans and advances, helping them to establish their business, making them self-sufficient by providing vocational skills and creating many jobs for other women in the respective areas. The main objective of the study is to make an in-depth enquiry into existing patterns, structure, business practices and performance of women retailers in rural areas in order to probe into their difficulties, deficiencies and inadequacies and also to suggest measures for their effective and efficient retail trade performance.