A case study is presented of the Self Employed Women's Association (SEWA) in Gujarat, India, which has taken on responsibility for providing marketing support to the Development of Women and Children in Rural Areas groups in the Banaskantha district. It is the first time a voluntary organisation has been involved directly in business activities in an open market environment. A brief introduction of the SEWA experiment is presented, followed by a discussion of the group process in marketing; links with external agencies are presented, and some lessons are noted.
