KIT: The women workforce and its impact

Strategic tools for the practising manager

Women comprise about 20-25 per cent of the total organised workforce in India. In absolute terms, this number is larger than the female workforce in most other nations. The increasing acceptance of women at work, increasing literacy rate, and marriage at relatively older ages are the main factors contributing to a stronger women workforce.

Their rise is likely to result in a big shift in the consumption and shopping behaviour as well as an increase in consumer spending. This will open new opportunities in consumer goods and services businesses.

A big shift is expected in the form of products and services. For instance, one can expect a rise in the demand for clothes that are easy to wear and maintain, multi-purpose and easy-to-use beauty and health products, packaged food with nutritional content, and multi-purpose kitchen appliances.

 

The trend will also impact distribution channels adopted by companies. It is expected to create immense potential for online retail, large-format convenience stores, and doorstep services.

To sum up, the rising women workforce is likely to impact the way companies design, manufacture and market their products.