Across rural India, women-led Self-Help Groups (SHGs) are demonstrating that entrepreneurship can be a powerful catalyst for both economic empowerment and improved sanitation. While many of these groups already produce locally relevant and environmentally friendly cleaning products, limited business skills and market access often prevent them from reaching their full potential. Through the FINISH Mondial programme, Entrepreneurship Development Programmes (EDPs) are helping bridge this gap by equipping SHGs with the knowledge and confidence to grow sustainable businesses.
One inspiring example is the Maa Bhairabi SHG in Baidyanathpur village, Boudh District, Odisha. Established in 2005, the group comprises 10 women who have worked together to improve their livelihoods. Their enterprise began gaining momentum in 2019 with support from the Odisha Livelihood Mission, which enabled them to invest approximately ₹500,000 in producing cleaning products that contribute to healthier homes and communities.
Although the business had been established, the group struggled to expand beyond nearby local shops. Like many small enterprises, they had limited exposure to business planning, branding, marketing, and strategies for reaching larger markets.
That changed in December 2025, when local partner Trust of People, under the FINISH Mondial programme, conducted an EDP tailored specifically for the group. The training introduced practical approaches to business expansion, market linkages, product promotion, and enterprise management. More importantly, it encouraged the women to view their activities not simply as a source of income, but as a business with the potential for long-term growth.
The impact was almost immediate. Equipped with new business skills and renewed confidence, the group expanded its customer base well beyond local retail outlets. Today, their products, including phenyl, floor cleaners, and toilet cleaners, are supplied to schools, hotels, ashrams, government programmes, and community markets. They also improved the presentation of their products through better packaging and labelling and began using WhatsApp and other digital platforms to promote their business and connect with customers.
The results have been both measurable and transformative. Within a few months of completing the training, the group’s monthly income had increased by approximately 20 percent. Beyond the financial gains, the women reported greater confidence in managing and expanding their enterprise, stronger recognition within their local market, and a deeper understanding of customer needs. The business has evolved from a modest livelihood activity into a structured micro-enterprise with clear growth potential.
The journey of the Maa Bhairabi SHG illustrates the transformative power of investing in entrepreneurship. By combining business development with market support, FINISH Mondial is helping women-led enterprises become more resilient while strengthening local WASH markets. Their story demonstrates that empowering local entrepreneurs not only improves household incomes but also expands access to quality sanitation and hygiene products, creating healthier communities and contributing to more sustainable sanitation systems.