Marketing and Distribution Strategies of Women Fish Vendors in Thoothukudi: Challenges and Opportunities in a Competitive Market

Abstract

Women face numerous challenges in a rapidly evolving and competitive marketplace. Some of the key issues include limited access to modern technologies, lack of cold storage facilities, rice fluctuations, and competition from larger fish suppliers or organized retailers. Additionally, socio-economic factors, such as low literacy levels, gender-based constraints, and poor infrastructure, further complicate their ability to scale their businesses. Approximately 50-100 women fish vendors will be targeted for participation in the study, allowing for a diverse representation of experiences and strategies. The study emphasizes the need for a multifaceted approach to support women fish vendors in Thoothukudi.