Flower jewellery: A business thriving on rural women

Flower Jewellery: A Business Thriving on Rural WomenN. Kalaivani, an Engineering College lecturer found her passion in flower arrangements and accesories, and converted this into a full fledged business. She now runs it incurring a profit of Rs. 20,000 a month, having two full time female employees.

During the onset of the wedding season a number of other hands join to help her deliver the huge orders they receive.

Her success has proven to be an inspiration for Kalpana Rajesh, the owner of Hyderabad based, Pelli Poola Jada established in 2012. The start-up has its presence in many cities like Delhi, Mumbai, Singapore and even the US. What’s further interesting is the fact that it caters to the regional linguistic variation in the states through different brand names like Vaagai in Tamil Nadu, Karnataka and Kerela; Pelli Poola Jada in Andhra Pradesh and Telangana, Anoo Flower Jewellery in Delhi and Jewel Blossoms in the US and Singapore.

With over two hundred employees now working for the start-up, each trained woman can also seek franchise of the brand. Such has been the response with the help of social media that women from the United States have come down to undergo training and open franchises back home.

In order to cater to the growing demand, they have also experimented with Bombay jasmine farms in Hyderabad, Vellore and west Godavari.

This has been a great initiative in empowering rural women who are otherwise exploited in odd jobs.



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