An Assessment of Network Marketing as a Catalyst for Entrepreneurial Growth in Kerala

Abstract

This research investigates the role of Network Marketing (NM) as a catalyst for entrepreneurial growth in Kerala, a state known for its high literacy rates, digital infrastructure, and women-led development initiatives. With India witnessing a rise in decentralized income-generating models, NM has emerged as a low-barrier, scalable alternative for aspiring entrepreneurs, especially women and youth. Despite its growing prominence, empirical assessments of NM's entrepreneurial impact at the regional level remain scarce. This study addresses this gap through a structured, quantitative survey involving 325 NM participants across Ernakulam, Thiruvananthapuram, and Kozhikode districts. The research design incorporated stratified random sampling, and data analysis was conducted using SPSS v26, including descriptive statistics and exploratory factor analysis (EFA). Key findings reveal that NM contributes significantly to skill development, digital literacy, community networking, and self-confidence, particularly among female participants. Furthermore, income trends correlated positively with years of experience, and digital platforms such as WhatsApp and Instagram played a crucial role in entrepreneurial outreach. The study positions NM as a digitally enabled, gender-inclusive, and socially embedded model of grassroots entrepreneurship. It calls for policy support to legitimize and scale NM initiatives through training, digital integration, and financial inclusion. Ultimately, the research contributes to broader conversations on informal entrepreneurship, gender empowerment, and sustainable livelihood strategies in developing economies like India.