The way in which communities communicates have changed drastically since the introduction of internet. This strategic weapon is rapidly changing the business environment, escalating the need for adopting innovative technologies. Business organisations across the world embrace the opportunities in technology to transform their business especially when it comes to marketing. Reaching to a global market place accelerates the sales and profit margin of a business. Small businesses, which are at a slower pace in adopting to technology struggles to compete in this era of globalization and are compelled to break new grounds. Technology acts as an equalizer which reduces the problem of being digitally divided. Self Help Groups (SHGs) play a prominent role in an emerging nation like India. SHGs being a part of the digital world, have to make use of technology which will undoubtedly contributes to the improvement in marketing of their products. This article identifies the possible choices that Self Help Groups could make in the digital world especially in Kerala and the model that would help SHGs to adopt technology.

Self Help Groups, Technology adoption, Innovation, Digital marketing, Social media marketing, Business strategy