Paper Details

Name: K. Swetha Priya Kumari , P.S.L. Padmaja & K. Poojitha
Country: India

Year: 2026
Volume: Volume-13, Issue-2, Year-2026 ( july- dec)
Page Number: 15-20
DOI: https://doi.org/10.5281/zenodo.21642420

ABSTRACT
In the contemporary business landscape, personal branding—the strategic process of creating a unique identity and image for an individual or enterprise—and digital retailing—the practice of selling products or services through online platforms—have become vital for entrepreneurial success. These tools offer visibility, customer engagement, and income opportunities, especially for small businesses. However, a significant number of unorganized women retailers in semi-urban and urban areas continue to remain unaware of or excluded from such digital advancements, limiting their potential for growth and financial independence.
This paper presents a community-based study conducted in Vijayawada, aimed at empowering women entrepreneurs through personal branding and digital retailing. The initiative involved a structured process beginning with a need-based analysis, followed by community awareness programmes on branding and digital platforms. During the intervention, a budding entrepreneur was identified, for whom a custom logo and brand identity were developed, enabling her to begin income generation through online channels. The paper discusses the methodology, student involvement, activities undertaken, and the outcomes observed. It highlights the impact of community engagement and educational institutions in fostering women’s economic empowerment and digital inclusion.

Keywords: Personal Branding, Digital Retailing, Women Entrepreneurs, Community Engagement, Unorganized Sector, Digital Inclusion.