On the 3rd and 4th October 2008, 7 OfERR volunteers took part in a training programme at Karl Kubel Institute for Development Education in Coimbatore, Tamil Nadu. The title of the course, conducted by Mr. Gurusami Arumugam, was ‘Market and Selling and Skills’. The OfERR volunteers consisted of the Head of Women’s Empowerment, the Self-Help Group Development Co-ordinators for Trichy, Erode, Nellai and Mandapam regions, plus the Women’s Empowerment Assistant Co-ordinator for Trichy and a Senior Counsellor from Erode.

The volunteers attended the programme to gather ideas about marketing products – ideas which could then be disseminated among the hundreds of women’s self-help groups (SHGs) based in Ceylon Tamil refugee camps across Tamil Nadu. The SHGs are pro-active groups which have pooled their resources to raise funds and develop small business ventures. The work of these groups has provided a modest but much needed income for their members, and supplied valuable services to camp residents. The next step, however, is to take these businesses beyond the confines of the camp and engage with the local community, allowing the refugees to generate a more reliable income and better support themselves. Marketing skills will be vital to this process, as our volunteers discovered in their two-day training programme.

The course was based around discussion and group work on a variety of topics related to marketing. Considering possible products for marketing, and identifying a target audience for these products, was one key area. The relationship between producer and consumer also played a central role in discussions. Presentation of products, advertising, persuasive language and bargaining were studied as aspects of this relationship. Various selling techniques were put forward, and the importance of price, quality and product knowledge were recognised by the participants. Other topics covered during the training phase included retail rules and regulations, and money handling and accounts management.

The course culminated in a field visit to two agricultural villages in the area. Participants had the opportunity to put their new skills and knowledge into practice as they attempted to sell their products in small groups. Moving between houses, shops, hotels and temples, our trainees worked hard to market some of the products made at camp level by the SHGs – these include clothing, sweets, spices, rice flour, blue dye and soap powder.

The groups faced several difficulties, including communication problems (Sri Lankan Tamil meeting with the local dialect) and the economic situation in these poor farming areas. In some cases the quality of the goods was questioned, in others the quality was thought to be too high and the products unaffordable. Some villagers responded well when the source of the goods – the refugee SHGs – was explained. Although some trainee groups were more successful than others, all agreed that they had learned a lot as they shared their experiences in a final feedback session. Consumer reactions to the appearance of the products and the sales techniques used were of great value to the trainees. They also realised the crucial importance of customer needs and interests in the process of successful marketing.

All the ideas and experience acquired by OfERR’s senior workers are now being shared with the refugee community. SHGs are learning to make important marketing decisions – what to produce, who to sell to, and how to attract and maintain custom. Training sessions across Tamil Nadu will help the many SHGs to grow and allow members to actively improve their situation as impoverished refugees.