Traditional customs create new employment opportunities for women in Kongu region

Women in the Kongu region are increasingly pursuing higher education, and families are keen on ensuring that their daughters receive the best possible education. While the region has embraced modern lifestyles, people continue to preserve their traditional customs and cultural practices.
Traditional ceremonies such as Annan Seer, Thaai Maaman Seer and Ammaayi Seer remain an integral part of weddings, puberty ceremonies, baby showers, ear-piercing ceremonies and cradle ceremonies. The practice of presenting beautifully arranged gifts, fruits and flowers during these occasions has evolved into a specialised art.
This growing interest in traditional celebrations has created employment opportunities for women engaged in floral arrangements, bridal makeup, hairstyling, jewellery styling, costume designing and stage decoration. Social media platforms such as Instagram and Facebook have further helped women entrepreneurs showcase their work and attract customers. Guests attending weddings and family functions also recommend their services to others after seeing their decorations and arrangements.
Uma Maheswari of Erode Sai Siddhi Boutique said that although the Kongu region had embraced modern lifestyles and fashion trends, people had not abandoned their traditional family customs.
“Traditional practices continue to be followed during weddings, puberty ceremonies, baby showers and other family functions. Women like me play a small role in preserving this culture and passing it on to the next generation. At the same time, these traditions create employment opportunities for many women in areas such as floral decoration, bridal makeup, hairstyling, jewellery and costume styling, and stage decoration,” she said. She added that social media and word-of-mouth publicity had helped expand the business. “Despite holding an M.Com degree, I earn more through this profession than I could expect from a salaried job in a bank or private company. It has become a financially rewarding self-employment opportunity,” she said. The trend is not confined to any particular community but is increasingly visible among middle- and upper-income families. Such initiatives are helping women turn their creative skills into sustainable businesses while keeping traditional cultural practices alive.