Different kinds of businesses will set up booths in the public library on Sunday. Guests will be able to buy handmade jewellery, bookmarks, clothes, and foodstuff.

According to the Kitab Ghar team, the idea of the bazaar emerged out of observing many impressive, creative businesses spring up on Instagram. Often, these businesses were owned by women.

“It’s not easy for women to be a part of the large, conventional, capitalistic workplace,” Yusra Amjad, who is a part of the Kitab Ghar team, told Aaj News. “I’ve noticed that when social media took off, a lot of young women were getting opportunities to do something with their creative skills, to put them out there through these small businesses.”

Research has shown that there has been a surge in women-owned businesses with the rise in social media. Most of these women belong to the upper tier of society. While their motivations for running businesses include acquiring freedom, security, and satisfaction.

Some of the businesses in the bazaar are also fundraisers, according to the Kitab Ghar team.

For example, “Eco Friends Thrift Store” (@efyi.pk on Instagram) aims to collect money for a waste management project in Sharaqpur by selling clothes.

On the other hand, Nehlxart, aims to fund at least one girl’s education with their revenue.

Challenges of running small businesses

The Kitab Ghar event is a small initiative to support small businesses and allow them to reach a larger audience.

“We took an initial sum from the businesses to set up their stalls,” Yusra said. “But we aren’t taking any commission. Whatever they earn on Sunday belongs to them.”

The response from the business owners has been positive. The Kitab Ghar team received a large number of applications, which they had to shortlist.

We talked to two of the business owners to understand the challenges of running small businesses.

Nehl Noman, from Nehlxart, said that one of the biggest issues was that people often tried to underpay her.

“People tend to bargain a lot and ask for discounts,” she said. “They don’t understand that it’s hard to be a one-woman army. I have to take care of marketing, distribution, logistics, and everything myself. Not to mention that a lot of hard work goes into creating handmade products.”

She added that running an online business often alienated customers from the product.

“Setting up a stall will help as people will be able to see my products in-person,” she said. “Plus, I’ll definitely be able to sell more things within four hours of the event, than four hours online, you know?”

Qandeel Niazi, founder of coup.art, expressed a similar concern.

“The prices are rising all over the country, so I have to raise prices for my products as well,” she said. “But people don’t understand that.”

Both Nehl and Qandeel will be setting up stalls for their art businesses at the event. The two business owners added that the best way to support businesses like theirs was to show up at the events and spread the word about their products.

Research on Instagram businesses in Pakistan has also revealed that Instagram shoutouts were often quite successful in increasing business followers.

Furthermore, interacting with people’s posts, commenting, liking, sharing, and saving, are also ways to boost page views of these small businesses.

Easier to set up

Despite the challenges of running small businesses, they are much easier to set up. This explains the rise of small businesses in the world with the advent of social media.

“They have low operating and capital requirements and thus, have lower barriers to entry,” Dr Talha Aslam, faculty member of IBA, said. “They start quickly and at times, close off quick but the process keeps the economic engine going.”

Social media has made running these businesses even easier, which is why there has also been a surge in women-owned businesses.

“In order to overcome all the challenges, small business owners should gain an in-depth understanding of social media,” Dr Aslam said. “There are many business features that allow sellers to connect with the relevant buyers. That’s perhaps the best way to flourish as a small business.”