A Case Study of Non-farm Enterprise Transformation
In a quiet corner of Bhopal, inside the premises of the Chief Minister’s residence, is emerging as a vibrant case study for designing non-farm enterprise models for rural women entrepreneurs.
Launched in 2023, the CM House Canteen Aajeevika Swad Sangam was inaugurated by the Madhya Pradesh State Rural Livelihoods Mission (MPSRLM) to promote women-led enterprises in the state. Supported under the broader STREE (Solutions for Transformative Rural Enterprises and Empowerment) initiative, the canteen showcases the entrepreneurial potential of SHG women through dignified food service enterprises.
Meet the Women Behind Aajeevika Swad Sangam
The canteen brings together eleven women SHG members-six entrepreneurs and five staff members under a professional business model supported by the MPSRLM.
Many of these women were previously earning small honorariums as Community Resource Persons (CRPs), engaged in stitching clothes or taking up irregular wage work, which resulted in uncertain income streams. Despite their determination, they lacked a clear pathway to financial security or personal growth.
With rigorous training at the Institute of Hotel Management (IHM) Bhopal, supported by knowledge partners like MP Tourism and Kudumbashree-NRO, they have gained critical skills required to run a canteen, from preparing food items, to managing the kitchen, ensuring hygiene, and handling customers.
Startup Support
The enterprise was supported by strong institutional convergence which was facilitated by MPSRLM. The General Administration Department (GAD) of the Madhya Pradesh Government played a key enabling role by extending institutional support and allocating space for the canteen at the Chief Minister’s residence. Financial backing came from multiple sources, including the MPSRLM, Punjab National Bank, and the women themselves, who contributed their savings, time and effort. Together, they mobilised an initial investment of ₹41.16 lakhs (which covered the inputs and the materials for the kitchen).
Over the course of two years, the Aajeevika Swad Sangam has generated ₹1.31 crores in revenue, incurred ₹27.75 lakhs in expenditure (including wages and taxes), and achieved a net profit of ₹62.02 lakhs. The women entrepreneurs now earn an average monthly profit of ₹23,496 each, a leap from the uncertain incomes they once depended on, with a profit margin of nearly 48 percent, reflecting a well-managed and efficient operation.
Yet the financial success is only part of the story. The canteen has significantly strengthened women’s human capital. The training program has been instrumental in boosting their confidence and self-esteem, demonstrated by their ability to handle large catering orders during high-profile events.
The dedicated support and handholding provided by the mission staff at every stage from conceptualisation to daily operations has been instrumental in nurturing the confidence and capabilities of the women entrepreneurs. This support has been continuous over a period of time; in the form of regular on-site visits, structured follow-ups, troubleshooting during procurement and compliance processes, and facilitation of training with expert institutions like IHM Bhopal. The mission team has worked closely with the entrepreneurs, helping them manage operational challenges, maintain service quality, and navigate institutional procedures. With this consistent engagement, combined with the trust of their communities and their own innate potential, the women have grown into confident business owners and role models for others. With their innate capabilities, they have turned kitchens into boardrooms and service into leadership.
The experience has also deepened their social capital and ties within the group. They begin each day with a team meeting and prayer, fostering discipline, teamwork, and a sense of purpose. Through shared responsibilities and collective decision-making, the women have built strong bonds of trust and collaboration. Their visibility has also increased.
One of the entrepreneurs was invited to speak at a national workshop titled “Culinary Canvas: Narratives from the Field.”, held in January 2024. Standing alongside other women leaders, she shared her experience, providing visibility to and highlighting the leadership potential and journey of rural women entrepreneurs.
The canteen model demonstrates how with the right institutional support, skilling and convergence, SHGs can operate an enterprise in spaces with high customer footfall that require a high degree of professionalism. It has also sparked interest among other groups to consider food service, hospitality, and urban retail as alternate sectors for augmenting their income. Non-farm enterprises like the Aajeevika Swad Sangam matter deeply in today’s changing rural landscape. They offer women an opportunity to earn a stable, dignified income throughout the year, reducing their dependence on erratic agricultural cycles. Most importantly, they offer women visibility, respect, and a voice both within their families and in the public domain.
Today, the women behind Aajeevika Swad Sangam, are serving up a new vision of what a women-led business can achieve, backed by dedicated guidance, exposure, skill-building, and hands-on operational support.
As part of the program, support was provided to the mission team in identifying promising enterprise models, designing incubation pathways, and building systems for training, monitoring, and financial planning. STREE also contributed to the development of tools and processes that helped staff offer consistent handholding to women entrepreneurs. This embedded, responsive support helped ensure that the women behind Aajeevika Swad Sangam were not just running a business, but shaping a resilient, community-rooted enterprise with the potential to inspire many more.
Image Credit: Madhya Pradesh State Rural Livelihoods Mission (MPSRLM)
*STREE is a technical assistance program anchored by LEAD at Krea University with support from the Bill & Melinda Gates Foundation, in collaboration with the Ministry of Rural Development (MoRD) and the Madhya Pradesh State Rural Livelihoods Mission (MPSRLM).
About the Authors
Preethi Rao is the Partnerships & Outreach Director at LEAD. She oversees the leveraging evidence function (collaborations, training, learning and communications, and innovations) and contributes to strategic decision-making at LEAD. Preethi holds a Master’s degree in Management from IFMR Graduate School of Business, where her focus areas were Finance and Marketing.
Garima Sai Sundaram is the State Program Manager (Non-Farm) with Madhya Pradesh State Rural Livelihoods Mission (MPSRLM), with over 18 years of experience in corporate and government sectors. She specialises in microenterprise development, financial inclusion, value chain management, and retail merchandising, and has led initiatives in livelihoods, training, and agri-business. Garima holds an MBA in Marketing and Agri-Business Management, along with diplomas in Export-Import Management and Materials Management.
Praveen Dubey is a development professional with over 15 years of experience in livelihoods, entrepreneurship, community institution building, and skill development. He holds a Master’s degree in Management from Dr. Harisingh Gour University, Madhya Pradesh. Currently a Consultant with LEAD’s STREE initiative in Madhya Pradesh, Praveen has worked closely with government institutions and consulting organisations to drive capacity building, quality monitoring, academic initiatives, and program evaluations.
Shrabani Usashi Mishra leads the STREE initiative under the Small, Growing Businesses and Employment vertical at LEAD. She is a development professional with over 11 years of experience driving social impact across India and the USA. With an MBA in Rural Management from KIIT University, Bhubaneswar and an MPA from the Illinois Institute of Technology, Chicago, Shrabani blends deep grassroots expertise with a global outlook.
