Issues of Using New Technology in Young Rural Women Entrepreneurship in Sri Lanka

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1 Issues of Using New Technology in Young Rural Women Entrepreneurship in Sri Lanka Dr. E.A.D. Anusha Edirisinghe, Senior Lecturer, Department of Sociology, University of Kelaniya, Sri Lanka Abstract Millennium Development Goals highlight gender equity and women empowerment. Under these circumstances contemporary women have a major role to play for development. According to the economic empowerment in present society most of women involve in various small scale businesses in rural areas. There are so many young women entrepreneurships could be identified in rural areas in Sri Lanka who are involving in various kinds of new productions in the field textile industry, agriculture, gardening etc. The main objective of the current study was to identify new technologies adopted by young women enterprisers and challengers confronted by them. This study was conducted in the one of the administrative districts Rathnapura in Sri Lanka. And this study focused on special reference to self-employment of women who are cultivating flowers in Rathnapura. For the data collection forty five women (45) in Association of Flowers participated as the respondents. The tools of interview method and questionnaire technique were used for data gathering from rural women. Data were collected through those techniques were properly processed and analyzed for understanding the nature of issues using new technologies in rural women entrepreneurs. The research has revealed that the government has been encouraging them to use new technologies in their small scale business. Present study found that gender roles have changed in their small scale business of flower planting. The important factor here is that education level was not related to using technologies by the women entrepreneurs. Key Words: Rural Women, Flower Cultivating, Entrepreneurship, New Technologies 1

2 Introduction Entrepreneurship is one of the most important factors for the economic, social and cultural development of a country. Entrepreneurship plays a vital role in the economic, social and cultural development of Sri Lanka. By definition, the Entrepreneur is an individual who organizes or operates a business or businesses. An entrepreneur has the intention and ability to convert a new idea or invention into a successful innovation, hence economic growth is the development of the concerned sector ( Richard Cantillon used entrepreneur to mean a self-employed person with a tolerance for risk which he believed was inherent in providing for one s own economic well-being (Wadhera,Koreth:2012). The women empowerment and entrepreneurship in Sri Lanka has a strong relationship which cannot be separated. Sri Lanka government and Non Government Organizations have launched several projects which aim at the economic development of the country and empowering the women. Some of the projects which have common objectives to empower women are Gami Diriya (Strengthening of Rural Areas) and (Improvement of Life). The ultimate objective of the launched, women empowerment projects under the direction of the Ministry of Economic Development was to enhance the living standards of the rural population. A considerable amount of women in rural areas are engaged in various types of household level small scale businesses can be cited when economic empowerment of women is concerned. When considering small scale enterprises, agriculture and agriculture related activities, food sector, trade related activities, garments, handicrafts and beauty culture are some of the widely spread sectors in rural areas. After the termination of terrorist problem in Sri Lanka, the tourism industry is booming rapidly with the support of the government. Thus a new opportunity has cropped up to market handmade traditional handicrafts to foreign tourists and to earn foreign exchange. At present, Sri Lanka government and NGOs have launched different micro economic projects, which aim at the economic development of the livelihoods, and it is found that a considerable percentage of women are engaged in such projects. But it is unfortunate to note, that the recent advances in the business world including the novel technology have made a barrier for Sri Lankan entrepreneurs to enter in to global market. Breaking such barriers makes avenues to enter in to the 2

3 global market. In addition, it will help the entrepreneurs to get to know the modern market behavior, future trends in the demand and the new innovations applicable to the trade. Nearly 75% of Sri Lankan population is living in rural areas. According to the data of Department of Census, the economically active population consists with 64.5% of males and 35.5% of female in rural areas in Sri Lanka (Department of Census and Statistics, 2013). Based on this statistics, it is learnt that a considerable percentage of women involved in economic activities are from rural areas. In the recent past, female entrepreneurship has received a strong recognition. As a result it ultimately has attracted consideration with increasing concrete evidence of their importance for economic growth and development of the country. This paper has examined the usage of new technologies by young rural women entrepreneurs in the Sri Lankan context, based on in-depth interviews with a sample of forty five women who are engaged in floriculture industry as micro entrepreneurs. Research Problem / Problem statement Even though women have capabilities to use new technologies, why there is lack of practices in usage of new technologies in the entrepreneurship? Main Objective To identify use of new technologies adopted by rural young women entrepreneurs and related issues confronted by them Specific Objectives To identify the types of new technologies of rural women entrepreneurs used. To investigate relationship between gender and using technologies. To identify cultural factors which relate to the usage of new technologies by women entrepreneurs. 3

4 Research Methodology Sample women entrepreneurs are selected from Floriculture Association in Rathanapura and Nivithigala Divisional Secretariat in Rathnapura District. Forty five (45) small scale floriculture women entrepreneurs have been selected randomly from rural areas of Rathanapura and Nivithigala Divisional Secretariat. Systematic random sample method was used in the collection of data. The method used to collect primary data were face to face interview and observation. After building rapport with the young women, factual and in-depth data were collected. The Collection of primary data was carried out from July 2013 to August Interviews and a formal questioners were used to gather the information such as their demographic data and the reason for using or not the modern technologies, the extent of usage, relationship between gender and usage of new technologies and socio- cultural factors that limit or enhance the usage of modern technologies. The both methods of observation and interviews were used to gather information on usage of modern technologies in their floriculture industry. The technology does not limit the equipments, but also explores about the usage of modern information, access to research findings, scholar articles, magazines, books and journals. Research Location The study was carried out in Rathnapura and Nivithigala Divisional Secretariat Divisions of Ratnapura district, which is indicated by number 04 and 10 in figure 01. Rathnapura is a main city of Sabaragamu province in Sri Lanka. Rathnapura and Nivithigala are most popular areas for Gem industry. It is the centre of a long-established industry of precious stone mining including rubies, sapphires, and other gems. Apart from gem mining, the city is known for rice and fruit cultivations. Large plantations of tea and rubber surround the city. Tea grown in this region is called low-country tea. A wellestablished tourism industry is found in Ratnapura. The city's agricultural industry is also well developed. Rice cultivation presently faces an uncertain future in Ratnapura because many farmers are giving up their rice cultivation and switching on to gem mining since it is a more productive way of earning money. If many farmers give up on agriculture, it would be harder for farmers to harvest enough food for them and to trade in the markets. Many delicious fruits and vegetables are grown as market products. Most of women have been involving various self employments in rural area in Rathnapura. 4

Fig 01: Divisional Secretariat Divisions in Rathnapura District. Results and Discussion This study shows that there is a relationship between entrepreneurs and their education level.

Majority of the young women entrepreneurs had passed General Certificate of Education (Ordinary Level) examination.

5 Fig 01: Divisional Secretariat Divisions in Rathnapura District. Results and Discussion This study shows that there is a relationship between entrepreneurs and their education level. Female Respondents (2.3%) are university graduates while 53.3% of the respondents have sat for General Certificate of Education (Advanced Level). Majority of the young women entrepreneurs had passed General Certificate of Education (Ordinary Level) examination. It clearly indicates the positive status of women education level in rural areas of Sri Lanka. Education plays a vital factor of women empowerment in Lanka. This research has revealed that most of women entrepreneurs represent as school teachers, agricultural advisers and the field officers in government services. Under these circumstances all respondents have involved their micro/ macro level enterprises. Data are included in the table 01. Table- I Education Level of Respondents. Level of Education Percentage University Graduates 2.3 GCE (A/L) 53.3 GCE (O/L) 44.4 Total 100 Source: field study: 2013 Income Level When considering the level of income under the target audience, it indicated that the level of income has positive relationship with the capability of entrepreneurs. Nearly 60% of the respondents had monthly income of less than Rs. 5, Twenty Eight point nine ( 28.9%) represented the income group of Rs. 5, to Rs. 10, The income group of 10, to 20, represented 4.4% of the respondents and the rest had monthly 5

6 income higher than Rs 20, The results indicates that the women entrepreneurs in this research have an average monthly income. But, the majority of them had income below the average figure, i.e. Rs The researcher found that the majority of women entrepreneurs in this study are in floriculture industry and supplying for exporters. Social and Professional Status of Respondents Within the sample, there were 15.7% of school teachers while female agricultural officers represented 7.0%. These groups had obtained their higher education and they were able to use the modern technologies in their enterprises. The above mentioned entrepreneurs are from socially accepted groups. Most of young women entrepreneurs are from social classes recognized as lower classes in rural area. They represented 77.30% of total sample size. Only Ten (10) of young women have women involved as doing a part time job in their life. Considering the Floriculture Industry, the majority of the entrepreneurs are from higher income level groups as the initial investment for such industry is high. Since, it is evident that there is an influence of Social Strata in these enterprises. Even though, they are engaged in floriculture industry, the opportunities for them to involve in direct export is much more limited. Age of Respondents Young women can be classified according to the age level. Most of young female entrepreneurs are in the age group of 25-35(88.9%) and 11.1 % of are in the group of Researcher has systematically selected the sample, giving special reference to young female who involve in self-employment in rural area in Rathnapura area. Following chart shows these details of the young women. Table- II Age Group Age group (years) Total 100 Source: Field Study:2013 Percentage Why Women become Entrepreneurs 6

7 The researcher interviewed with respondents based on above theme and revealed following causes why young women become an entrepreneur. The main reason for them to involve in entrepreneurship is to have a solution for the economic problems that they are faced with. This encountered for 49% of the sample. Out of the sample 13.3% of young females were engaged in Floriculture enterprises utilizing their knowledge while earning additional income. In general, majority of female in rural areas of Sri Lanka are not economically sound enough. Some television programmes directly affect females who are restricted to homes. With such types of Agricultural programmes, they have gained certain knowledge on Horticulture industry and other means of self-employments. Majority of female are willing to use their knowledge in any kind of industries. It is revealed that 13.3% of the sample was involved in this enterprise as a hobby. The research has found 13.3% of them are doing business as a sustainable occupation. Classification of Self Employment Among the sample, Forty three (95.56%) young female have involved in small scale Floriculture industry while two (4.44%) young female are involved in large scale Floriculture. They are cultivating and preparing ornamental and Flowering plants for export as well as for local markets. Sandriyana is mainly cultivated for exportation and for local market. Anthurium and variegated plants are cultivated for the sale in local market in Sri Lanka. The young female entrepreneurs have organized an association and have conducted several flower and ornamental plants exhibitions at Rathnapura and other major cities which could be used to improve their market share. Using New Technology of Women Entrepreneurs In this research, the term new technology is indicated as the application of scientific knowledge for practical purposes, especially in industry or, in the application of science, especially to achieve industrial and / or commercial objectives. The researcher has revealed using a novel technology used by female entrepreneurs such as mobile phones, land phones, personal computers, spray machines, secateurs, net houses, polytonal, green houses, modified growing Medias, modern agrochemicals and fertilizers in floriculture industry. About 52 % of the sample was used to identify the new technologies. A considerable percentage of samples (48.89%) were not using new technologies in their business purposes. But, mobile phones were used by 100% of the sample to communicate within the group. Three female entrepreneurs (6.7%) use personal computers and internet to communicate with the customers. Through the usage of new technology, the young female entrepreneurs had increased their profit margins, had increased the quality of the products by protecting them from pest and diseases and had accesses to modernized market. 7

8 Key Issues of Using New Technologies, Young female entrepreneurs have faced several problems in the micro enterprises. The knowledge of them on new technologies have not broaden yet and only the basic of new technology had gone to them. There is a relationship between the level of education and usage of new technologies. Most of women use basic equipments such as secateurs, spray machines in floriculture industry. Department of Agriculture and NGOs had facilitated the young entrepreneurs to purchase required machineries at subsidized rate. The young female entrepreneurs purchased the machineries via Floriculture Association. Department of Agriculture and related institutions conduct workshops, training programs etc in order to bring the new technology to reach the entrepreneurs. Due to financial difficulties, the majority of the rural females do not come in the circle to participate for such trainings. Sri Lanka is having male dominant family structure. Therefore, the gender and domestic disputes make a major obstacle for usage of new technologies by young female entrepreneurs. Considering the similar countries in the Asian region, same situation exists. Wives have been blamed and beaten by husband whenever the domestic works get delayed. In the area under the research, the majority of male were occupied in gem industry. The low level of education and limited understanding capacity caused such family disputes in rural areas. Therefore, it clearly indicates the relationship between cultural norms and women empowerment in Sri Lanka. According to the results of the research, eighty one point eighty (81.8%) percent of the female are not getting enough support from their members of the family. This is prominent when the husbands are in mentally blocked condition and bare negative attitudes. Nuclear family system does not support for improving women enterprises since most of the females are engaging dual jobs and they have less opportunity to participate for knowledge enhancing programmes. Negative attitudes of family members on women empowerment is one of the major barrier in the society for further enhancement of mini and micro level enterprises governed by female. Nearly 86.36% Husbands believe that women should give priority to the domestic works whereas 13.4% in their enterprises. Cultural lag is another problem of using new technologies by female entrepreneurs in rural areas. Ogburn mentioned that, cultural lag is a common societal phenomenon due to the tendency of material culture to evolve and change rapidly and voluminously while non-material culture tends to resist change and remain fixed for a far longer period of time. Due to the opposing nature of these two aspects of culture, adaptation of new technology becomes rather difficult. (Panneeselvam & Ramakrisna:2005). Most of young women entrepreneurs in rural areas do not believe in new technologies. Due to the social background, lack of exposure to modernized world and lack of knowledge on new technologies, majority of women keep trust on traditional technology and they are scared to get in to the new technology. Conclusions and Recommendations 8

9 Micro and small scale level enterprises are very important to enhance the living standards of the rural population in Sri Lanka. There are numerous potential industries that could be introduced to rural populations to enhance the economy of Sri Lanka. One of the industries that have a great potential to develop is Floriculture. It could be easily introduced to rural areas as the environmental and climatic conditions are favorable for this industry in most parts of Sri Lanka. Based on the findings of the research, following conclusions were made and researcher has made some recommendations in order to develop the industry and livelihoods through introducing modern technologies. The horticulture industry could be enhanced in rural areas as it is very profitable business. But, to enter in to international market, it is necessary to produce the products in required quantities, in good quality and timely manner. To achieve the above objectives, introduction of modern techniques are essential to introduced. In order to obtain the above objectives, appropriate techniques to be used. But, capital is one of major obstacle. In this particular study, the level of education of female entrepreneurs does not have a major effect on usage of new technology. They are aware on the techniques, but due to social factors, such as male dominancy and family disputes the usage is limited. The ultimate effect is the failure in industry. In order to develop the industry and women entrepreneurship, following suggestions could be used in relation to Horticulture industry. Target groups shall be educated on the importance of micro enterprises and the potential benefits that could be gained by family, society and future generations. The ownership of the industry may be with the family unit and it would help to minimize the family disputes and male dominance. Trainings shall be given to stake holders on appropriate usage of modern techniques. Sometimes, the techniques are not used in optimum manner. References Department of Census and Statistics Sri Lanka, Census Report, (2013). Panneeselvam A., & Ramakrisna M., (2005), Environmental Science Education, Sterlingpublishers,Delhi p.48. Wadhera K., Koreth G., (2012), Empowering Rural Women,(Micro Enterprise through Achievement Motivation), Sage Publication,London,p.07. Visited Websites 9

10 Accessed

Mrs. Jesmin Khan, President, Trinamul Nari Uddyakta Society

Mrs. Jesmin Khan, President, Trinamul Nari Uddyakta Society Speech of Mr. Md. Sabur Khan, President, DCCI as Chief Guest at discussion meeting on The Problem of Women Entrepreneurs Solution organized by South Asian Grassroots Development Forum (SAGDF) and hosted