In a world where women’s empowerment is gaining momentum, Pranita Kandolkar’s journey stands as a testament to the power of determination and resilience. Her story exemplifies how faith in oneself and support from loved ones can lead to remarkable achievements, even amidst adversity.
Pranita’s life has not been marked by privilege; her path has been paved with challenges. Yet, her unwavering belief in herself and her relentless pursuit of her dreams have made her a beacon of empowerment in her community. After nearly five years of involvement with a Women’s Self-Help Group, Pranita sought to carve her own identity. “I wanted to establish my presence in society, and that’s what drove me to become a trader of Agarbattis (incense sticks),” she explains. Initially, she purchased products in bulk and sold them door-to-door, nurturing her small enterprise day by day—until the pandemic struck, halting her progress.
Pranita’s educational journey was cut short; she left school at a young age to support her family. “I was the eldest, and we faced financial instability,” she recalls. At just 17, she began working as a salesgirl in a departmental store in Panaji. The skills she acquired during her tenure would later prove invaluable. Even after marrying at 27, she continued her job, balancing work and family life until the birth of her first daughter necessitated a change.
With her new role as a mother came new challenges. “I had to leave my job to care for my daughter,” she reflects. “As days passed, I kept myself busy, trying different ventures.” One of her first forays was setting up a stall on Coco Beach, selling tender coconut and fresh lime soda. Despite the hard work—often under the sweltering sun—her earnings were insufficient to support her growing family. With the arrival of her second daughter, the stakes were even higher. She would often bring her child along to the beach, juggling motherhood and entrepreneurship.
Pranita eventually joined the Women’s Self-Help Group, determined to improve her circumstances. “Seeing the other women engaged in their businesses inspired me. If they could do it, so could I,” she said. After some reflection, she decided to enter the Agarbatti trade. Research revealed a gap in the market within her village, as none of the women were involved in this specific business. “I saw a unique opportunity and wanted to leverage the resources provided by the Self-Help Group,” Pranita explains.
Initially, she focused on trading Agarbattis but quickly realized that profits were minimal. With a keen eye for growth, she pivoted to manufacturing. “I turned to online resources, including YouTube, to learn the craft of Agarbatti making,” she states. Her husband played a crucial role, in helping her navigate the learning curve. After mastering the production process, Pranita faced the next hurdle: distribution.
Selling established brands like Cycle Agarbatti proved challenging, as consumers were accustomed to familiar names. To carve out her niche, she participated in state-organized exhibitions like Saras, which showcased local cottage industries and offered free stalls. The response was overwhelmingly positive, generating significant interest and repeat orders. However, distribution remained a pressing concern. “While the government provided a platform for visibility, the logistics of sales were still lacking,” she notes. Pranita believes that Agarbattis are essential for various religious practices, and she is confident that her products will find a market.
Financially, Pranita has had to navigate difficulties, including a short-term loan from her Self-Help Group. Nevertheless, she has created a brand for her Agarbattis—‘Om Shree Agarbattis’—offering various fragrances such as Diwali Musk, Lavender, Good News, and Six Plus. Her products are packaged in both plastic and paper options, catering to different consumer preferences.
Pranita’s husband continues to be an essential partner in her journey, assisting with distribution across Goa. “Since I can’t travel far with my stock, he helps me reach various locations,” she shares. Yet, the challenge of competing with well-known brands looms large. “I often appeal to shopkeepers for support of local makers, urging them to prioritize our products,” she adds.
Despite the hurdles, Pranita remains optimistic. “Every challenge only strengthens my resolve. The repeat orders from customers validate my efforts and encourage me to keep pushing forward,” she states. She recognizes that marketing and branding are critical to her success, believing that support from the government will help bridge the gaps she faces. “I can scale my production if I receive positive market feedback,” she asserts.
For Pranita, community support is crucial. “The Goan people’s backing could alleviate many of my challenges. Once they start purchasing my products, I can focus on increasing production capacity,” she emphasizes. Her innovative approach to marketing includes visiting government offices, where she has received a warm welcome and encouraging responses.
Through her journey, Pranita has demonstrated remarkable resilience and adaptability. Each obstacle has not only made her stronger but has also inspired her to devise new strategies for reaching customers. “I am determined to grow my business and will not allow hurdles to deter my aspirations,” she declares.
Pranita’s story is one of relentless ambition and hope. She aspires to expand her enterprise significantly, acknowledging that it will require time and patience. “Success won’t come overnight, but I am committed to my path until I achieve my dreams,” she concludes. With her tenacity and the support of her community, there’s little doubt that the fragrance of success will soon envelop Pranita Kandolkar’s endeavors.
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