Media Release
Mangaluru, Jul 10: The Bankers Institute of Rural Development (BIRD), Mangaluru, as part of its ongoing efforts to strengthen rural entrepreneurship, invited faculty members and junior research fellows from Yenepoya Research Centre for Finance and Entrepreneurship Development (YEN-REFINED), Yenepoya (Deemed to be University), to conduct sessions for the first one and half days of its three-day training programme on online & offline marketing of products, held from July 7th to 9th.
The programme was specially designed to empower small and aspiring entrepreneurs from farm and non-farm sectors with practical digital skills, legal awareness, branding strategies, and ethical marketing practices. With a focus on real-time application and inclusive learning, the training witnessed participation from over 38 rural entrepreneurs across Maharashtra, Kerala, Tamil Nadu, Puducherry and North Karnataka.
At the inauguration of the programme, Balasubramanian V S, joint director of BIRD, and Prof Niyaz Panakaje, coordinator of YEN-REFINED emphasized the urgent need to integrate digital marketing strategies into rural entrepreneurship. They highlighted how digital tools can transform local enterprises, enabling grassroots entrepreneurs to access wider markets and grow sustainably.
The session commenced on July 7th., with Mural Henrita Cutinha, junior research fellow, delivering an energetic and motivational session tailored to address the unique challenges faced by rural entrepreneurs. She emphasized the importance of perseverance, self-confidence, and consistency in building a business and shared inspiring stories of successful entrepreneurs who started with limited means but leveraged digital platforms to scale their ventures. Her session transitioned into key digital marketing strategies, including the effective use of platforms like Instagram, WhatsApp, and Facebook, and highlighted simple yet powerful techniques using smartphones for creating product visibility through high-quality photos and videos.
Cutinha also sensitized participants to best practices while handling online orders—encouraging prepaid transactions, maintaining accurate delivery records, and staying alert to online frauds such as OTP scams and fake COD requests. She emphasized the value of trust-building and customer relationship management in sustaining small businesses.
Following this, Mohammad Thaha Hussain, MSc-forensic science student and graphic designer at YIASCM, conducted a hands-on workshop on product photography and labelling techniques. Through a practical demonstration, he taught participants how to build a low-cost DIY photo box using thermocol and optimize lighting and background setup for professional-looking product images. Participants were divided into seven groups to engage in a collaborative product photography activity, with an assignment to photograph their products and submit the best image for a contest, to be judged the following day.
The second day of the programme, held on July 8th, began with a session by Dr S M Riha Parvin, assistant professor at YEN-REFINED, who delivered a comprehensive session on legal aspects of marketing. Her talk focused on essential legal registrations like GST, Udyam, FSSAI, trade licenses, and IEC for business expansion. She emphasized the importance of aligning business practices with legal and ethical norms to avoid penalties and protect brand reputation. Key points included the difference between copyright and trademark, guidelines on proper product labelling, and laws governing advertisements and claims under the Consumer Protection Act.
A major highlight of her session was the segment on influencer marketing, where she discussed ethical practices, the risks of unverified collaborations, and the necessity for transparent documentation. Dr. Parvin concluded by urging participants to “grow, but grow right,” encouraging lawful entrepreneurship grounded in customer trust and accountability.
The second session of the day was led by Mural Henrita Cutinha, who deepened participants’ understanding of customer rights and intellectual property. She used relatable business examples, including a local Mangaluru-based case, to illustrate the importance of respecting copyright, safeguarding brand identity through trademarks, and maintaining customer transparency—especially in online transactions.
This was followed by the announcement of the product photography contest winners by Thaha. Groups 2, 4, and 6 were awarded first, second, and third places respectively. He provided constructive feedback highlighting composition, lighting, and product positioning.
The day proceeded with a live digital content creation session led by Thaha, supported by Babitha Shali Lasrado, Niha Sheikh, and Shafeena Abdul Jabbar (junior research fellows at YEN-REFINED). Participants were guided through Canva and Photoroom tools, and assisted in designing their first Instagram post using real-time instructions and translations. They were also introduced to WhatsApp Business features and best practices for digital branding.
Post-lunch, Thaha conducted a detailed session on label designing and the use of ChatGPT as a creative tool for enhancing product marketing. He demonstrated how to use ChatGPT prompts to generate product descriptions and image enhancements, and explained the differences between the free and premium versions. Dr Madhura K, associate professor at YEN-REFINED, translated key parts into Kannada to ensure accessibility for non-English-speaking participants.
The training concluded with a formal closing ceremony attended by the joint director of BIRD, Prof Niyaz Panakaje, coordinator of YEN-REFINED, faculty from BIRD, and members of YEN-REFINED. The winners of the photography contest were felicitated, and participants shared feedback on how the training helped them understand and apply key digital and legal skills. A celebratory cake-cutting ceremony, with a cake prepared by one of the participants, symbolized the collective spirit and entrepreneurial drive cultivated during the sessions.
The one and half day training, facilitated by YEN-REFINED at the invitation of BIRD, proved to be a dynamic blend of motivational engagement, legal literacy, and digital empowerment.
Participants left the workshop with renewed confidence, equipped with practical tools and knowledge to enhance their product visibility, customer trust, and legal compliance—paving the way for stronger and more sustainable rural enterprises.