PRIME Success: Empowering Women's Entrepreneurship in Meghalaya

Prime Success: Empowering Women’s Entrepreneurship in Meghalaya

In the serene streets of Shillong, Meghalaya, a quiet revolution is taking place as women entrepreneurs pave the way for innovative businesses and economic empowerment. These trailblazers are not just carving out niches in various industries; they’re reshaping the narrative of entrepreneurship in a matrilineal society. From crafting designer shoes to curating scented candles, these women are not only showcasing their talents but also leveraging platforms like PRIME to amplify their voices and expand their reach. Their stories are more than just tales of success; they’re testaments to resilience, determination, and the unwavering spirit of female entrepreneurship. Let’s take a closer look into the narratives of these inspiring individuals, the challenges they’ve overcome, the milestones they’ve achieved and the impact they’re making on their communities and beyond.

Candid Shoes: Walking the Path of Passion

Andrina Thabah’s passion for footwear blossomed into Candid Shoes, a bespoke shoe brand serving the women of Shillong. Beginning her journey by scouting for shoes in local markets and nearby Guwahati, Andrina’s venture flourished through grassroots promotion and digital marketing efforts. Leveraging word-of-mouth and social media platforms, she swiftly garnered a loyal customer base drawn to her unique designs and quality products. Despite encountering setbacks amidst the pandemic, Andrina’s determination remained unwavering. Rather than succumbing to challenges, she adapted her strategies, expanding her sourcing to international markets to ensure a steady supply of inventory. Now, Candid Shoes stands as a testament to Andrina’s resilience and entrepreneurial spirit, poised for further growth and success. With aspirations to enhance her brand’s offerings, Andrina aims to establish a local manufacturing unit, solidifying Candid Shoes’ presence in the footwear industry while contributing to the economic development of her community. Through her journey, Andrina exemplifies the power of passion, perseverance, and innovation in transforming dreams into reality, inspiring aspiring entrepreneurs to pursue their ambitions despite obstacles along the way.

Kinihoboutique: Weaving Threads of Tradition

Ibalarihun Mallai’s journey back to Shillong from the corporate world was fueled by her desire to pursue her passion for fashion and textiles. Establishing Kinihoboutique, she embarked on a mission to promote sustainable fashion by utilizing Eri silk, a fabric known for its eco-friendly properties. Collaborating closely with local weavers, Mallai infuses traditional Meghalayan craftsmanship into contemporary designs, creating a range of garments and accessories that reflect the rich cultural heritage of the region. Through her venture, Mallai not only aims to offer stylish and ethically produced fashion but also to support local artisans and preserve traditional weaving techniques. With the assistance of government grants and initiatives like PRIME, Mallai has been able to scale her business, providing employment opportunities and empowerment to the talented weavers of Meghalaya. Her dedication to sustainable practices and community engagement serves as a beacon for aspiring entrepreneurs, demonstrating how passion, creativity, and collaboration can drive positive change while contributing to the economic growth of the region. As Kinihoboutique continues to flourish, Mallai remains committed to her vision of promoting sustainable fashion and empowering local artisans, ensuring a brighter and more sustainable future for Meghalaya’s textile industry.

24 Degrees Scented Candles: Illuminating New Horizons

Merisha Toi’s enchantment with scented candles blossomed into a flourishing enterprise known as 24 Degrees Scented Candles. Drawing inspiration from traditional fragrances and essential oils, she crafts distinctive candles that have garnered widespread acclaim among customers across the nation. Harnessing the power of Instagram as her primary sales platform, Merisha has adeptly utilized social media to showcase her products and connect with her audience. Through captivating visuals and engaging content, she has effectively communicated the unique appeal of her candles, attracting a loyal following and generating a steady stream of orders. Despite facing challenges, such as the impact of the pandemic, Merisha remained resilient and innovative, adapting her business model to meet changing consumer preferences and market dynamics. Her commitment to quality, creativity, and customer satisfaction has been instrumental in the success of 24 Degrees Scented Candles, establishing it as a prominent player in the competitive candle market. Moreover, Merisha’s entrepreneurial journey serves as a testament to the transformative power of passion and perseverance. By turning her passion into a profitable venture, she has not only achieved personal fulfillment but also inspired other aspiring women entrepreneurs to pursue their dreams fearlessly. As she continues to grow her business and expand her reach, Merisha remains dedicated to delivering exceptional products and fostering a sense of community through her brand, further cementing her position as a trailblazer in the world of scented candles and women-led businesses.

Digital Fuel: Driving Growth Through Innovation

Mansha Sharma and Pinak Deb, the dynamic duo behind Digital Fuel, embarked on a journey to transform the digital marketing landscape in Shillong. With a humble beginning, they entered the market by offering their services at affordable rates, determined to carve a niche for themselves in the industry. Through dedication and hard work, they gradually expanded their clientele and reputation, establishing Digital Fuel as a prominent player in the region. Despite facing initial challenges and obstacles, including fierce competition and limited resources, Mansha and Pinak remained steadfast in their pursuit of excellence. Their willingness to adapt to changing market trends and embrace innovative strategies has been instrumental in their success. By leveraging their expertise in marketing, web design, and social media, they have helped numerous businesses enhance their online presence and achieve their marketing goals. The journey of Digital Fuel serves as a testament to the power of perseverance and innovation in entrepreneurship. It highlights the importance of passion, determination, and resilience in overcoming obstacles and turning challenges into opportunities for growth. As Mansha and Pinak continue to expand their business and empower their clients with effective digital marketing solutions, they inspire aspiring entrepreneurs to pursue their dreams with confidence and determination, knowing that success is achievable through hard work, dedication, and a willingness to embrace change.

Supporting Women Entrepreneurs

In Meghalaya, initiatives like PRIME are like guiding lights for women entrepreneurs, offering them essential support and resources to thrive in their business endeavors. Through mentorship, training programs, financial assistance, and networking opportunities, PRIME empowers women to turn their ideas into successful ventures. This support is particularly significant in Meghalaya’s unique socio-cultural landscape, where women play a central role in family and community life due to the matrilineal system. Encouraged by societal norms that value women’s participation in economic activities, more and more women are stepping into the realm of entrepreneurship. As a result, the state is experiencing a noticeable uptick in women-led businesses, which are not only driving economic growth but also contributing to the overall empowerment of women in society. These businesses range from traditional crafts like shoe-making, candle-making, and silk weaving to modern ventures in digital marketing and other sectors. By providing a platform for women to showcase their talents and skills, initiatives like PRIME are fostering a culture of entrepreneurship and self-reliance among women in Meghalaya. As these women entrepreneurs continue to flourish and expand their businesses, they are not only creating economic opportunities for themselves but also inspiring future generations of women to pursue their entrepreneurial dreams. Through their resilience, creativity, and determination, they are breaking barriers, challenging stereotypes, and reshaping the economic landscape of Meghalaya for the better.


The stories of Andrina, Ibalarihun, Merisha, Mansha, and Pinak represent just a fraction of the vibrant entrepreneurial landscape blossoming in Meghalaya. Their journeys, fueled by determination, creativity, and bolstered by the invaluable support provided by initiatives like PRIME, serve as beacons of inspiration for present and future generations alike. These remarkable women have not only built thriving businesses but have also shattered stereotypes and paved the way for others to follow their dreams. Their resilience in the face of challenges, coupled with unwavering passion and the right support network, exemplifies the transformative power of entrepreneurship. As their stories continue to unfold, they remind us all that with dedication, perseverance, and access to resources, anyone can overcome obstacles and turn their aspirations into tangible achievements, contributing to the growth and prosperity of their communities.


Ques. What is PRIME?
Ans. PRIME (Promotion and Incubation of Market Driven Enterprises) is an initiative launched in Meghalaya to support entrepreneurs with comprehensive programs in incubation, mentorship, training, funding access, and networking.

Ques. How are women entrepreneurs benefiting from PRIME?
Ans. Women entrepreneurs in Meghalaya are benefitting from PRIME by receiving support in various forms, including mentorship, training, funding, and networking opportunities, enabling them to start and scale their businesses successfully.

Ques. What challenges do women entrepreneurs face in Meghalaya?
Ans. Women entrepreneurs in Meghalaya face challenges such as balancing business responsibilities with household duties, accessing finance, and navigating traditional gender roles. However, initiatives like PRIME are helping to address these challenges and create a conducive environment for women’s entrepreneurship.

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