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Entrepreneurship and Small Business Management

Notes To handle women’s workforce-related challenges efficiently, Indian entrepreneurs must know
and follow all the special Labour Laws for women. They must provide women staff with better
working conditions, safe environment, and other essential facilities. Special care must be taken
to see to it that they are treated with dignity and respect. Their grievances or complaints, if any,
regarding physical or mental harassment must be addressed immediately and seek prompt
actions. Working women experience more stress than their male counterparts. It is so since they
perform dual duties on a day-to-day basis. Along with managing their professional jobs they
also have to look after their children, family and domestic chores. This overall increase in their
personal responsibilities and causes them both mental and physical stress.
Understanding women’s dual roles, an employer can try to some extend alleviate their stress by
granting satisfactory maternity leave, providing separate toilets and washrooms, implementing
favorable work timings that don’t disturb their domestic lives, providing a health insurance or
at least a free routine medical checkup, employee benefits that can improve their lives.

Employer must remember that a happy, sincere and hard-working woman always gives her
best to the organization she works for. This ultimately pays an employer a good return over his
kind and humane investment.
Along with handling women in the workforce, Indian entrepreneurs also face a great challenge
to tackle young-generation in the workforce. Today, managers hired by most companies are
young, energetic and ambitious graduates that have big dreams to accomplish. These managers
are eager to work hard but expect a good reward in return, which is satisfactory to their monetary,
physical and psychological needs. These restless youngsters must be continuously motivated by
keeping them engage in challenging tasks and interesting work assignments, providing attractive
salaries, incentives, perks or employee benefits, etc. If not, they will resign and leave the company
and then join the competitors. Loyalty is not a big factor nowadays as it was a few years ago.

The Indian entrepreneur has to face this challenge by training and developing these young
minds and motivating them continuously.

2.3.5 Marketing is a Big Challenge

Today, companies have formulated many new techniques to market their products and services.
High pressure salesmanship is used. Children are often targeted in the many advertisements. It
is so since kids compel their parents to buy products they are lured by. Advertising is done to
propagate marketing message and this is done through various media like television,
newspapers, magazines, the internet, radio, cell phones, hoardings, etc. Advertising is now
become an inseparable part of modern marketing.
Marketing is a big challenge before every Indian entrepreneur. He has to select an efficient and
experienced marketing team. He must train and develop this team into a result-oriented one. He
must motivate his marketing team with high salaries, attractive incentives and good commissions.
Indian entrepreneur must try his level best to satisfy needs and expectations of his customers.
He must use marketing research and produce his product by taking into consideration the
consumers likes and preferences. He must sell high-quality goods at lower prices. He must also
provide after-sale services. In short, he must make his business a consumer-oriented and service-
oriented one. He must always give his customers full value for their money. If not, they will lose
trust in his brand and go to the competitors.

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