In a particular civilization, the status of women reflects the status of the community as a whole. For the progress of civilization, the condition of women should be improved. Self Help Groups (SHGs) have played an important role in empowering rural women directly and indirectly, as women empowerment leads to upliftment of the family. Despite all the good efforts of SHGs, marketing problem remains as a major problem faced by many SHGs. To understand the cause of the marketing problem it is necessary to understand the marketing strategy used by SHGs.

Keeping this in mind, Meerut Institute of Engineering and Technology, Meerut under Unnat Bharat Abhiyan (UBA) in association with Meerut and NRLM Meerut came forward with marketing strategy for SHGs in Meerut district of Uttar Pradesh.

Participation of SHG groups under one product at Sports India Expo-2022, Grerater Noida, U.P. India. through MIET. Creating opportunities for SHGs of Meerut District to meet buyers of sports goods.