They rise early as most women in Indian villages do. They, all fifteen of them, leave their hamlet of Geemarahalli in Mysooru district in Karnataka. They walk in different directions, in pairs or small groups and eventually arrive at their respective patches of land that lie scattered. There is both purpose and urgency in their steps. Most are married and must hurry home to care for their children, tend to the animals and the many chores that will occupy their day.

These women are horticulturists and they walk to their fields each morning to harvest the Sugandharaja flowers (tuberose) they grow. The picking of flowers must be completed by the time the buyer arrives in his vehicle, as he does everyday, to purchase flowers from them to meet the market demand in Mysooru.

The women of Thriveni self help group in one of their flower fields

The buyer travels to each woman's respective field and collects the flowers, weighs and records the amounts. Rajamma, president of Thriveni Mahila Swasahayaka Sangha, who stays in touch with prices at the Mysooru flower market by telephone, finally negotiates the price for the group. Money is exchanged for the fragrant flowers and distributed to each according to their yield. This is their morning routine, one the women enjoy and relish. This is their special cherished time.

Only recently has this become a part of their lives.

In 2004, a unique collaborative effort, the key to eventual success, unfolded between the women of Thriveni, JSS Krishi Vigyan Kendra (KVK) located in Suttur, Karnataka and infraSys , a private company which invests in rural India.

The Thriveni women weeding the field

Thriveni Mahila Swasahayaka Sangha (Thriveni Women's Self Help Group) was formed about five years ago. Like most self help groups (SHGs) in rural India, its sole activity was lending their collective savings to each other for personal use or emergencies; recovering the principal and collecting interest on these small loans. In the process, it had already established a bank account and developed some financial discipline.

From this collective thinking, the flower growing activity emerged as a rural business enterprise. The business and operation plan was simple. Each woman was to arrange for the lease of 10 guntas (¼ an acre) of land each for Rs 2,000/- per year. This was a necessary first step and commitment to the enterprise.

They also pledged to work together helping one another during routine illnesses or family emergencies.

JSS KVK, through its horticultural scientist, offered the women expertise, training and guidance and the women were willing to learn.

infraSys is a company which invests in small enterprises in rural India, bringing together the necessary infrastructures—physical, know-how and financial. Without this investment, such enterprises may neither succeed nor be sustainable.

To analyse the project, infraSys studied all aspects of this enterprise such as initial costs, recurring costs, yields, the market movements, price fluctuations and, finally, the viability and sustainability of this business.

The analysis suggested that an infusion of Rs 3,300/- for each (Rs 37,500/- for the group) would be needed. It also revealed that costs would be higher in the first year since capital would be needed to purchase flower bulbs and establish the plants. Profits would be higher after the first year. A marketing arrangement was tied up with a buyer who was willing to work with the growers. After the land leases were secured, infraSys made the necessary investment.

Exactly 13 months after the project was launched, Thriveni's flower women had become independent business entrepreneurs with an annual net income for each, ranging from Rs 8,000/- to Rs 13,000/-. The second and third years have produced an additional Rs 2,000/- to Rs 3,000/- per year. Today, they have leased new land, recognising that monoculture is neither good for the land nor the yield.

Their savings have also increased resulting from their additional incomes. Though they continue to borrow from their collective pool as they used to, they do so at a lower interest rate now since money supply is higher.

The transformation in their life and work has made them optimistic about expanding floriculture and looking at other businesses. More importantly, they are proud of their financial independence. “We can buy what the children need… we don't depend on our husbands any more for money,” they say as bright smiles blossom on their faces!

Some highlights are worth noting.

1. Recognising their success and enterprise, The Indian Institute of Horticultural Research, (IIHR) Bangalore, through JSS KVK, has contracted with 5 Thriveni women for seed multiplication and yield tests for a new variety of tuberose, developed by IIHR called” Sringar”.
   
2. A delegation of Self Help Groups from Nepal through ASCENT (Asian Center for Entrepreneurial Initiatives) visited Thriveni to observe and learn from them.
   
3. Rajamma, president of Thriveni, has been nominated by JSS KVK for the ASPEE Woman Farmer award.

Most significantly, Thriveni women have encouraged another group of women from their village to embark on a separate enterprise with infraSys' involvement. That is another story for another day … after the sun sets in village India.

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Important Links

JSS Krishi Vigyan Kendra
Suttur,
Nanjangud Yaluk,
Mysooru District,
Karnataka 571 129

infraSys
1373 24 th Main, BSK 2 nd Stage
Bengalooru 560 070
Visit www.infraysys.biz.

ASPEE (American Springs & Pressing Works Ltd.) award is sponsored by the ASPEE group of companies. Visit

http://www.aspee.com/farmer-faq.htm

Indian Institute of Horticultural Research,
Hessaraghatta, Bengalooru 560 089
http://www.iihr.res.in/