How Thushara, Rimi, Poornima, Gayathri, and many other women entrepreneurs are building businesses through Kaipunyam
Kaipunyam is the initiative of two Thiruvananthapuram-based businesswomen, Shalin John and Induja Nair, to help first-time women entrepreneurs start up by giving them space and helping them with branding and marketing.
Shalin John (left) and Induja Nair
Kaipunyam in Malayalam loosely translates to “gifted hands” and is usually associated with food. It could also mean to symbolise the love and effort you put into whatever you do… which in Hindi is called ‘maa ke haath ka jaadu’.
For Shalin John and Induja Nair, two Thiruvananthapuram-based businesswomen and friends, it’s an initiative to help first-time or new women entrepreneurs to spread their wings outside of their homes and aspire for success.
Kaipunyam’s first event, held in the city on April 13, saw 21 entrepreneurs share space to showcase their unique creations. Speaking to HerStory, Shalin explains the idea behind their venture.
Bringing women entrepreneurs to the forefront
The participants at the first event of Kaipunyam
“I run a women’s empowerment platform called Kriiyaa, and Induja is the founder of IRA, a public relations firm. I also work as CEO at IRA, and as women entrepreneurs, we wanted to do something specific for those who do not have the opportunity to take their businesses beyond the confines of their homes. Thus the idea for Kaipunyam came into being.”
The women decided to utilise the vacant first floor of the IRA office building for the purpose. They placed ads on different social media platforms and enquiries started pouring in. The duo selected 21 women to take part in the one-day event.
Explaining the concept further, Shalin says,
“Among the 21 who put up their stalls at our first event, 17 were first-time entrepreneurs. For a nominal fee of Rs 1,500-2,000, we offered them assistance by designing a logo, three posters, visiting cards, setting up a Facebook page for their businesses, a live video during the event, and an opportunity to share their stories. In exceptional cases, we even waived the fees off.”
The event, attended by both corporate and walk-in guests gave the participants the confidence to get their businesses up and running. On its part, Kaipunyam promoted the videos and helped in marketing of products for the next month so that each entrepreneur had expert hand holding in terms of marketing, sales, promotion, and branding.
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Diverse backgrounds and talents
Shalin believes Kaipunyam goes beyond a woman and her business by helping families to survive. “While we have initiatives like Kudumbasree that helps women below the poverty line, and the more privileged women have access to their own resources, there’s nothing for ‘those in between’,” she says. That’s where this initiative comes into the picture to empower women by making them financially independent.
The women come from diverse backgrounds and talents. Poornima’s fashion jewellery business has a new brand name – Pearl & Beads. Thushara, a counsellor, organised her first-ever “talking event” for women called ‘Emerald’, Gayathri has taken her wedding cakes online. There are so many examples, Shalin says, of women who have gained both the will and confidence to come into their own and start up.
Taking it forward
Shalin and Induja have always helped women in their entrepreneurship goals. An aeronautical engineer, Shalin worked in the hospital industry as a trainer and is now a corporate development management studies trainer and counsellor besides running Kriiyaa, a women entrepreneurship empowerment platform that also supports trans people. Induja has been in the public relations business with IRA for the past 10 years. She also helps and supports women entrepreneurs through various initiatives.
The first edition of the event saw women bringing cakes, homemade delicacies, squashes, unique products made from jackfruit including pasta, children’s wear, designer wear, handicrafts, among others.
“We plan to take Kaipunyam to other cities in Kerala provided we get the right sponsors who have no hidden agenda in supporting us. The ultimate aim is to also start an ecommerce platform exclusively for these homepreneurs,” Shalin adds.
(Kaipunyam will be held on the second Saturday of every month. The next edition will held on May 11 at IRA Towers on Plamoodu-Marappalam Road, Thiruvananthapuram.I
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