Amalaki Based Business Initiatives of Rural Women in West Bengal, India

Jayashri Roy

Faculty of, Geography, Vidyasagar Teachers’ Training College, India

Corresponding author’s e-mail: jayashriroy19@gmail.com

Received: 09 Jun 2025

Revised: 12 Aug 2025

Accepted: 12 Aug 2025

DOI: doi.org/10.60072/ijeissah.2025.v3i03.001

ABSTRACT

Enhancing Business opportunities as a valuable weapon for women progress and empowerment, particularly for Indian rural women facing economic and challenges. This research paper investigates the innovative influence of Amlabased enterprise mobility on the healthy and prosperous of Rural privilege Women in West Bengal, India. The main objective of this study is to explore and interpretation the Amla based business initiatives led by rural women in five districts of West Bengal, namely Birbhum, Purulia, Bankura, Nadia and Murshidabad. It aims to understand their socio economic impact and potential for sustainable rural entrepreneurship. This study was conducted using mixed method approach, combining surveys, interviews and field surveys across with rural women engaged in Amalaki based enterprises. Data was collected from selected districts in West Bengal to assess economic outcomes and business practices. The study found that seventy eight percent of women reported increases household income levels and self reliance among rural women. Hair oil and juice emerged as the most profitable products. Limited market access and lack of training remain key challenges. Overall, these initiatives show strong potential for promoting rural women’s entrepreneurship. Amla means the sustained, it is the component of Ayurveda remedy which is relieves constipation abdominal pain and enhances immunity. The findings recommend that Amla based enterprise as well as promote financial resilience but also impart a feeling of control and adaptability among rural women in West Bengal. This research paper shows how household community development and holistic wellbeing in society.

Keywords: Amla; Business; Community Development; Rural Area; Women Empowerment

This is an open access article under the CC BY NC ND license (https://creativecommons.org/licenses/by-nc- nd/4.0/?ref=chooser-v1); © 2025.

Published by Asia Pacific Higher Learning Sdn Bhd., Malaysia

Background

Background of the study Amalaki is an Ayurvedic medicinal fruit of India. The fruit is high in vitamin C and has antioxidant properties, which is why it is gaining immense popularity in the domestic and international markets due to its many health benefits (Govt,2025). In these five districts of rural West Bengal, women, especially from tribal and agricultural households, are involved in small-scale enterprise activities based on the cultivation, processing and marketing of Amalaki as candies, pickles and herbal supplements. These enterprises are supported by NGOs and government schemes for women's economic empowerment. This study analyzes the extent to which the socio-economic impact of women relying on Amalaki has improved and how it is contributing to sustainable development, skill development, and community resilience in rural areas. Its main objective is to better assess the economic and social impact of Amalaki-based initiatives on rural women in West Bengal, along with its aim to better identify the challenges and opportunities for enhancing the sustainability and scalability of these initiatives. A study on Amalaki based business ventures of rural women in West Bengal highlights the economic and nutritional potential of Amalaki, as well as its medicinal value and growing demand in export markets. Surveys conducted in districts like Birbhum, Purulia, Bankura, Nadia and Murshidabad have revealed that women led Amalaki ventures not only contribute to household income but also contribute to social empowerment and self-determination. However there are gaps in linking market access and formal supply, which are being identified as barriers to sustainable growth. Advanced technical training is crucial for long-term success. This study is essential to explore how small scale enterprises in West Bengal are economically and socially empowering rural women. It attempts to highlight the challenges and opportunities of utilizing local resources for sustainable livelihoods. It also discusses policy interventions to strengthen women-led micro enterprises in rural West Bengal.

Hypothesis:

(H₁): There is a significant relationship between women's participation in almaki-based businesses and their economic empowerment.

(H₂): Training increases the sustainability and profitability of women-led Amalki businesses in the study area.

Women of the rural part of West Bengal, India have long hand to hand struggle with their social exclusion, educational disadvantages and lack of economic opportunities (Lahiri: 2020). Surrounded by these challenges, entrepreneurs have appearing as a powerful weapon for privilege female empowerment and revolution (Basu & Chakraborty, 2020). This research paper is crucial for understanding how the income and self-reliance of privilege rural women in the study area is increasing. This research topic is very important because it focuses on the socio economic empowerment of rural women in the study area through very low cost and high value initiatives, it has also helped to enhance sustainable development through local resources. Amla based enterprise is the development of promising avenue which not only enhance the region agro climatic advantages but also make effective use of benefits from the health and therapeutic properties value of this aboriginal fruit (Datta & Gailey, 2012). The primary hypothesis of this paper is that the economic independence and social status of rural women in West Bengal who are dependent on government-owned enterprises will improve. The second hypothesis investigates how institutional support affects business sustainability. The objectives of this paper are highly consistent with empowerment theory, which strongly links entrepreneurship with gender equality and rural development. This study theoretically links rural entrepreneurs in West Bengal to gender equality, empowering them and strengthening the framework for sustainable development. In practice, these initiatives have been scaled up to support women-led amalki initiatives through training. These insights are very important in rural livelihood planning. Alma which is enriching of highly vitamin C have historically benefited for household health and wellbeing in household system of India (Kabeer, 2005). It has offering diverse opportunities of value added products which are very useful for our house such as oils, juices, cosmetics, power, sweet etc (World Bank,2021). Over the past few years grassroots initiatives and self-help group in rural area of West Bengal have started benefiting these opportunities have and formation of Amlaki based alma based small business which are that are predominantly female cantered (UNDP,2018).This research paper investigates how these enterprises provide the holistic development such as economically, socially, educationally and psychologically. By investigate field survey this research paper seeks to explain on the intersection of indigenous knowledge, economic and social advancement of women through the lens of Amlaki based scaling a business.

Objectives

To discuss about the socio economic status of Amlaki based enterprises on rural women of West Bengal, To investigate the function of enterpriser in build up the wellbeing of women in the study area.
To investigate the obstacles faced by female entrepreneurs in the Indian gooseberry supply chain To analyse the role of the role of social action organisations in promoting Amla based entrepreneurs.

Literature Review

Research on the women empowerment and socio economic status of the area has explores that busuness enhancing opportunities and greater social mobility (Kabir, 2005; Dutta & Gaily, 2012).

A study on agro based and forest based enterprises has discussed the use of local resources like a medicinal plants and fruits which create sustainable business model with indigenous knowledge system (Bose &Chakraborty, 2020).

A Case study from three districts such as Purulia, Bankura and Birbhum of West Bengal show that women engaged in Amla processing benefits. (Mukherjee, 2021).

Moreover, the concept of entrepreneurial healing where marginalized communities becomes a way to address structural deprivation (Lopez, Pedrotti, & Snyder, 2018).

Methods

The main objective of this study is to assess the socio-economic impact of alms-based initiative among rural women in West Bengal, India. The study uses a mixed-methods design combining survey and interview methods. The study was conducted in selected rural districts of Birbhum, Purulia, Bankura, Nadia and Murshidabad.

To prepare this research paper have taken the help of various books, newspapers, journals and internet, Data collection process is structured interviews and questionnaires. Moreover, surveyed five districts of West Bengal such as Birbhum, Purulia, Bankura, Nadia and Murshidabad, where have surveyed 20 women from each district, total sample size 100 rural women of West Bengal. To make the findings more powerful, have tried to describe them in Excel tables, finally the data has been tried to be described through various images using a computer system. The participants in this study were mainly members of self-help groups aged between 18 and 65 years. All of them had primary education, some were graduates and all of them were involved in activities like processing, packaging and selling of amla. The instruments used in this study were well-structured questionnaires and information about amla. This study followed a structured process combining both qualitative and quantitative methods. Baseline data collection was first done through surveys and interviews of women engaged in amla-based initiatives. Product development was supported by local NGOs and government projects and included financial literacy training programs. Descriptive statistics related to amla initiatives were Chi-square test.

Results & Discussion

A field survey was conducted on rural women in West Bengal engaged in alms-based enterprises in the districts of the study area. The data collected included changes in monthly income, savings status, decision making roles in family social mobility. The results show that there has been a significant improvement in the financial independence of women.

Table 1:

Source: Field Survey, 2024-2025

Analysis of Table 1:

Change of the Income: To assess socio economic impact to compare before and after income levels of women in study area

Savings & Financial Inclusion: Addressed whether women are able to save and manage their finances and social wellbeing.

Empowerment: Changes in family decision making and self-confidence among women.

Development of Skills: Capacity Building and Training opportunities were assessed.

Mental Well-Being of Female Entrepreneurs

Rural women entrepreneurs in the survey area reported improved mental wellbeing due to financial independence and social recognition in their survey reports. By participating in the Amalki based initiative their self-esteem has increased significantly compared to before and the stress and psychological problems caused by economic insecurity have decreased significantly. They have now developed mental resilience and self-confidence.

Table 2:

Source: Field Survey: 2024-2025

The following items were found from table 2:

Self-respect and Self-confidence: self-worth and confidence were measured before and after starting the initiative to which respondents expressed their opinions, faced challenges and reflected, it was found that mental stress level has been reduce, community respect has been increase.

Social Participation: Involvement in community groups and decision-making roles was assessed and it was found that it has been change moderate to high.

Stress Reduce: After the field survey Changes in anxiety, emotional burden and family-related stress were documented since starting the initiative.

Sense of Purpose: From the field survey has been found that women felt that their work gave them a meaningful role in their family and community.

Contributions to Health Awareness and Traditional Knowledge Revitalization

Initiatives based on Amalaki have greatly increased health awareness among rural women by promoting the benefits of herbal medicines. These medicines have greatly helped in reviving Ayurveda and preserving indigenous knowledge.

Table 3:

Source: Field Survey: 2024-2025

Survey explained: Respondents are quite aware of the medicinal qualities of Amlaki and they have got the right benefit by using it. Respondent said that using Amlaki has revived ancestral recipes, medicinal practices and home remedies and they feel that it works very well. Women are circulating this knowledge among family or community members. The survey also revealed that self-reported physical or wellbeing improved significantly after incorporating Amlaki into their daily lives (Table 3).

Difficulties Faced by Female Entrepreneurs Amla Value Chain of the Study Area

In the districts surveyed for the study, women entrepreneurs face many challenges such as limited market access, inadequate storage, and lack of branding support. Financial constraints significantly reduce their profitability. Cultural barriers also hinder their ability to take their businesses forward.

Table 4:

Survey indicators explained (Table 5) that they are faces the following difficulties during their business such as: Access to Raw Material, Access to Finance, Proper training in processing, packaging, business management etc. Market linkage, Institutional Support, weakness in the market connectivity and pricing, Gaps in govt. intervention.

Function of SHG in Promoting Amla Based Intrapreneurs

The survey report revealed that self-help groups in the study area play the vital role in providing training, microcredit and collective support to these entrepreneurs. They help build confidence in rural women in the region to run small enterprises.

Table 5:

Source: Field Survey: 2024-2025

The survey indicators (Table 6) revealed that the main constraints are access to capital, training, raw materials, market linkages, etc. Respondents are not getting much credit or financial support for their ventures, although some say they are getting support from SHGs, NGOs, or government schemes.

Amla as a Household Product

The survey results showed that rural households do this for health remedies, cooking and preserving pickles, and ease of processing into products like juices. The following written reports were compiled based on a field survey conducted with over 100 women interviewed which are summarized here.

Table 6:

Field Survey: 2024-2025

Table 7: Amla Usage in Sweets (West Bengal n = 100)

Figure: 1

The bar graph above (Figure 1) shows a comparative comparison of "yes" and "no" answers across age groups. The highest consumption of amla in sweets is among those aged 31-45. The lowest consumption of amla in sweets is among those aged 60+.

Table 8: Use of Amla Product in the Study Area

Source: Field Survey, 2024-2025

Figure: 2

Final Interpretation: Hair oil is the most preferred Amalaki product (mode = hair oil, 70 respondents). Product use is not evenly distributed that preference is significantly skewed towards hair oil.

Engagement of Rural Women with Amla Products in West Bengal (N = 100)

Table 8:

Figure: 3

The above data and Bargraph suggests (Table 8, figure 3) that rural women in West Bengal are involved in Amla processing in the following ways: The most common form of participation is in making hair oil from Amla with about 32% of women involved. A significant proportion of women are involved in making Amla sweets and Amla juice which are very popular and have a high maker value. Women are involved in making Amla powder and various packaging operations which are significant methods to increase the usability of Amla. Only 8% of women are engaged in cultivation and direct collection of Amla fruit.

The results of the field survey report are as follows the field survey conducted in five selected districts of West Bengal namely Birbhum, Bankura, Purulia, Nadia and Murshidabad highlighted the multidimensional impact of the active role of community based organisations in economic, education, psychological, health and social aspects and most of the women reported that their monthly income increased significantly after the joining business initiative. Before engaging in this business most of them had irregular income but after engaging in this business their income increased by an average of 150 to 200%. This financial improvement has reduced dependents on male family members in many cases all respondents feel that they have noticed and increase in cell confidence renewal purpose and reduction in stress due to their ability to make meaningful contribution to their family and community. Women of the study area are now pride in their identity as earners and entrepreneurs. As a result of engaging with its Amla based initiative female members are increasingly using Amla in their daily lives for immunity, digestion and skin care also. They also told that they had faced several barriers including limited access to raw materials during off season, lack of formal training, poor market linkages etc. Marketing and distribution were particularly weak points for profitability. Group based collaboration also encouraged peer learning and collective problem solving (field survey, 2024-2025).

Use of Amla

Presently West Bengal plays an important role in the production of Amlaki with some districts like Purba Medinipur and Hooghly producing high yields while Burdwan, Birbhum, Bankura, Paschim Medinipur, Howrah, North 24 pgs, Nadia, Murshidabad, North Dinajpur, Malda, Jalpaiguri, Darjeeling, Cooch Behar and Purulia also produce significant quantities of Amlaki (Paul, 2018). Indian gooseberry is one of the healthy fruit with extraordinary health benefits and its antibacterial and astringent properties help a lot in increasing the body’s immunity (Saxena, 2020), its rich antioxidants and iron make it widely used in shampoos and conditions which help in increasing hair health and nutrition (Malhotra, Schulte & Patel, 2020). Amlaki is also used in West Bengals’ rasgolla which is very favourite of Bengalis (Roy & Bandyopadhyay, 2019).

Anti-aging in Amla

Indian Amla known as gooseberry is rich in anti-aging properties which are made up of vitamin C, polyphenols, emblicanin and flavonoids (Rao, 2021). These active bioactive compounds help to increase reactive oxygen species, reduce stress and protect DNA (NIRDPR, 2020). The collagen in Amla increases skin elasticity and helps reduce facial wrinkles. Above all it has so much anti-aging properties that it prevents the speed of aging. A recent study (2019-2025) has shown that consuming Amla not only delays aging but also increases skin radiance and helps prevent diseases like Alzheimer’s diseases (Mishra & Mukherjee, 2019; Mohapatra & Panda, 2022; MWCD,2025). Amla has always been considered a chemical that has been traditionally used to increase youth. Women in this region supply Amla to labs to make medicines (Singh & Shukla, 2015). As a result, they have earned a lot of money from this and have paved the way for themselves to stand on their own feet (Saha, 2016).

Anti-Ageing Effect of Amalaki in Women

Table 9

Source: Field Survey” 2024-2025

Social and Economic Status of Women

Business ventures based on Indian gooseberry are empowering rural women in West Bengal by providing them with income generating opportunities. These businesses have improved the status of women in this region by encouraging them to participate in self-reliance and skill development. They have strong potential to become sustainable rural entrepreneurs due to the high market demand for Amlaki (Field Survey 2024-2025).

Here is a Discussion of the Primary Hypothesis

(H₁): There is a significant relationship between women's participation in almaki-based businesses and their economic empowerment.

A sample survey of 100 women involved in the Amalki initiative is supported by the table 10.

Table 10:

Using this data in a calculator or software we get:

Chi-square value (χ²): 4.95 Degrees of Freedom (df): 1 P-value: 0.026

Since P-value (0.026) < 0.05, this indicates a statistically significant association between women's involvement in Amalaki-based businesses and their economic empowerment.

(H₂): Training increases the sustainability and profitability of women-led Amalki businesses in the study area.

Hypothetical Survey Table: Training vs. Business Sustainability & Profitability (N = 100)

Table 11:

Source: Survey, 2024-2025

Chi-square value (χ²): 8.24, Degrees of Freedom (df): (2−1) (2−1) = 1, P-value: ~0.004

P-value (0.004) < 0.05 ⇒ this confirms a significant relationship between formal training and improved business outcomes in terms of sustainability and profitability. Trained women were significantly more likely to operate profitable and sustainable amalki businesses. The results support H₂ which shows that formal training plays a significant role in increasing both sustainability and profitability of women-led amalki enterprises. This strongly emphasizes the need for capacity building programs for rural entrepreneurs.

This survey report found a moderate to large impact on income growth and decision-making participation among trained female entrepreneurs. The results of this study highlight the tangible benefits of Amalaki- based businesses in improving the income of women in the survey area. These results strongly support the gender empowerment in the region by utilizing local resources. The problem of this study is very important because the use of traditional knowledge by remote rural women. This study tries to address all these issues by providing insights in a realistic manner without exaggerating its impact.

Policies and Policy Gap

Some of the policy and policy gaps related to amlaki-based business ventures of rural women in West Bengal include government programmes like NRLM (2024) which help create women entrepreneurs through SHGs but do not pay much attention to product specialization like amalki-based ventures. While there are schemes like PMKVY (MSDE, 2023), they rarely provide targeted, hands-on training in amalki value addition, preservation or packaging, the survey report found. Programmes like Mudra Yojana are facing challenges due to lack of awareness of microfinance among many women.

Outcomes

The outcomes of Amalaki-based initiatives include increased household income, financial literacy and the promotion of sustainable rural entrepreneurship and women's empowerment (Field Survey, 2024-2025).

Findings

Rural women in the study area have successfully launched amalki initiatives with an emphasis on organic farming and value added products such as pickles. These initiatives have improved livelihoods, empowered women economically and promoted sustainable agriculture.

Conclusion

The study on the role of Amla Enterprises in the welfare of rural women in West Bengal India shows that resource-based enterprises provide much more than just income generation as these businesses continue to serve as powerful tools for women's empowerment as a whole. (Bhowmik, 2013). By participating in Amla Enterprises rural women in West Bengal have not only increased their financial stability but also gained self-confidence social respect and a strong sense of purpose. the revival of the traditional knowledge on the medicinal and nutritional properties of Amla (Kundu & Dutta ,2017).has led to health awareness and intergeneration knowledge transfer (Banerjee & Saha, 2018). This study is limited by its small sample size and geographical location, which may not reflect broader trends across all rural areas of West Bengal. At the same time, the involvement of women in value added processing, packaging and local marketing has a new entrepreneurial identity among traditionally marginalised communities (Baliga & Dsouza, 2011; Jha, 2021 & Gupta, 2019).

Declarations

Ethics Approval and Consent to Participate: Consent for this study was obtained from all participants before data collection. Participants participated voluntarily and the confidentiality of their responses was strictly maintained.

Conflicts of Interest: This study on business entrepreneurship among rural women in remote areas of West Bengal, India is based on original and independent research. All sources are duly acknowledged and cited herein. No conflict of interest is involved in this study. The study has not been previously submitted for publication elsewhere.

Acknowledgement: Sincere gratitude is extended to the rural women entrepreneurs in the survey area for participating in this study and sharing their experiences. Appreciation is also due to the local self-help groups and NGOs in the survey area for their cooperation and support. Acknowledgement is given to the organisation for its guidance in conducting the research, and to family members for their constant motivation. Special thanks are offered to the government officials who provided relevant information, as this study would not have been possible without their collective contribution.

References

Banerjee, A., & Saha, S. (2018). Empowering rural women through self-help groups in West Bengal. Journal of Rural Development, 37(2), 229–245.

Basu, S., & Chakraborty, R. (2020). Revival of traditional knowledge through local entrepreneurship: A case study of amla-based products in Eastern India. Indian Journal of Traditional Knowledge, 19(1), 144– 151.

Baliga, M. S., & Dsouza, J. J. (2011). Amla (Emblica officinalis Gaertn), a wonder berry in the treatment and prevention of cancer. European Journal of Cancer Prevention, 20(3), 225-239.

DOI: 10.1097/CEJ.0b013e32834473f4

Bhowmik, D. (2013). Amla: A medicinal fruit. International Journal of Pharmaceutical and Chemical Sciences, 2(1), 22–28.

Datta, P. B., & Gailey, R. (2012). Empowering women through social entrepreneurship: Case study of a women's cooperative in India. Entrepreneurship theory and Practice, 36(3), 569-587. DOI: https://doi.org/10.1111/j.1540-6520.2012.00505.x

Government of West Bengal. (2025). Rural women's empowerment and agro-based entrepreneurship: A state report. Department of Rural Development and Panchayati Raj.

Gupta, R. (2019). Rural entrepreneurship and women empowerment through SHGs in India. International Journal of Management Studies, 6(3), 85–93.

Jha, S. (2021). Impact of SHGs on rural women: A case study in Purulia, West Bengal. International Journal of Rural Management, 17(2), 135–151.

Kabeer, N. (2005). Gender equality and women's empowerment: A critical analysis of the third millennium development goal 1. Gender & development, 13(1), 13-24.

DOI: https://doi.org/10.1080/13552070512331332273

Kundu, A., & Dutta, M. (2017). Health benefits of Indian gooseberry (Phyllanthus emblica): A review. International Journal of Current Pharmaceutical Review and Research, 8(1), 1–5.

Lahiri, A. (2020). Traditional uses of Emblica officinalis and its commercialization potential. Journal of Ayurveda and Holistic Medicine, 8(4), 110–117.

Malhotra, A., Schulte, J., & Patel, P. (2020). Economic empowerment of women through entrepreneurship: Evidence from India. World Bank Working Paper Series.

Mishra, S., & Mukherjee, D. (2019). Entrepreneurship and sustainable livelihoods: A study from West Bengal. Indian Journal of Economics and Development, 15(2), 85–91.

Ministry of Women and Child Development, Government of India. (2025). Annual report on rural women's entrepreneurship through medicinal plants: Focus on Amalaki clusters in West Bengal. https://wcd.gov.in/annualreport2025

Ministry of Skill Development and Entrepreneurship. (2023). Pradhan Mantri Kaushal Vikas Yojana (PMKVY) 4.0: Guidelines and implementation framework. Government of India. https://www.pmkvyofficial.org

Mohapatra, S., & Panda, G. (2022). Women entrepreneurship and rural transformation: Role of SHGs in India. Journal of Rural Studies, 92, 161–172.

Mukherjee, S. (2021). Healing through enterprise: Psychological empowerment of rural women in West Bengal. International Journal of Social Work and Human Services Practice, 9(1), 22–29.

NIRDPR. (2020). SHGs and microenterprise promotion in India. National Institute of Rural Development and Panchayati Raj.

National Rural Livelihoods Mission. (2024). Annual performance report on SHG-led enterprises in India. Ministry of Rural Development. https://nrlm.gov.in/reports

Paul, S. (2018). From forest to pharmacy: The amla value chain in rural India. Indian Journal of Agricultural Economics, 73(3), 401–409.

Rao, H. (2021). Entrepreneurship, traditional knowledge and sustainable livelihoods in rural India. Asian Journal of Development Research, 3(2), 92–101.

Roy, T., & Bandyopadhyay, S. (2019). Women entrepreneurship through SHGs in rural West Bengal: A case study of Birbhum district. International Journal of Social Science and Economic Research, 4(9), 5780–5795.

Saha, A. (2016). Micro-enterprise development and women empowerment in West Bengal. Indian Journal of Social Development, 16(1), 43–56.

Saxena, S. (2020). Revitalizing traditional food systems through women's collectives: A study of amla- based industries in India. Journal of Rural Entrepreneurship, 5(1), 77–89.

Singh, A., & Shukla, R. (2015). Women’s empowerment and rural entrepreneurship: An Indian perspective. International Journal of Management Research, 7(2), 33–42.

Lopez, S. J., Pedrotti, J. T., & Snyder, C. R. (2018). Positive psychology: The scientific and practical explorations of human strengths. Sage publications.

UNDP. (2018). Gender equality and inclusive growth: Economic policies to achieve sustainable development. United Nations Development Programme.

Elson, D., & Seth, A. (2019). Gender equality and inclusive growth: Economic policies to achieve sustainable development. (No Title).

World Bank. (2021). Enabling women’s entrepreneurship in rural India: Lessons from field programs. World Bank Group Policy Brief.