The goal of ROSE was to reinforce and strengthen the economic development undertaken in the Poomalai Women’s Collective. It helped people who had benefitted from a Microcredit project in Poomalai to establish a sustainable business. The two principles used to establish these businesses were fair trade and rural marketing.

The rural marketing division worked under the principle of Urban to Rural (U2R). This is where household needs would be secured at fair prices for the local people in remote areas. ROSE searched for leaders in the local markets who were willing to train the women to become rural agents. These newly trained female rural leaders supported the local people in making their projects financially sustainable.

The ROSE fair trading division was the active marketing link between Poomalai and potential buyers. Self-help groups raised awareness about the amenities available for sale. Products such as phenoyl, handbags and fabrics were promoted. ROSE trained 96 rural agents and gained insight that social entrepreneurship is a key economic strategy in the communities.