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Rural women's entrepreneurial activities play a critical role in economic development and in preserving traditional crafts. The women weavers of Pochampally, Telangana—renowned for their Ikat sarees—are skilled artisan-entrepreneurs, yet many struggle to achieve economic independence and sustainable growth because of substantial marketing barriers. Key challenges include limited digital literacy, weak branding, restricted market access, and stiff competition from mass-produced and mechanized imitations. Additional constraints are slow technology adoption and sparse use of e-commerce platforms. To capture the lived experiences of these women, this study uses a mixed-methods approach—combining surveys with focus groups and in-depth interviews—and relies on qualitative case analysis. Findings indicate that despite exceptional craftsmanship and a rich cultural heritage, Pochampally's women weavers require targeted interventions: training in digital and marketing skills, support for brand development, improved access to online and offline markets, and government and NGO initiatives to protect intellectual property and counter mechanized knockoffs. The study concludes that coordinated action by stakeholders is essential to sustain Pochampally Ikat in competitive global markets and to empower rural women entrepreneurs through socially innovative solutions.
Keywords: Rural Women Entrepreneurs, Marketing Challenges, Pochampally Weavers, Telangana, Handwoven Ikkat, Artisan Empowerment.
How to cite this article: Nemali JR, Enterprenuerial Challenges Of Rural Women Of Pochampally Mandal - A Case Of Social Innovaton. Int J Drug Deliv Technol. 2026;16(3s): 410-420; DOI: 10.25258/ijddt.16.3s.52