Given its importance, many studies have sought to examine the phenomenon of migration. Arguably, the most important limitation of the existing literature is its focus on economic outcomes of migration, largely ignoring social outcomes among migrants and their communities of origin. The purpose of this research is to study the social impact that migration has on migrants and their communities as well as to examine the impact of economic migration on consumption outcomes.

This research looks at a quasi- experiment involving organised migration of female textile workers from rural parts of Orissa to urban Bangalore and proposes consumption as a unique marketing mechanism to explain the social impact of migration on women’s status. The researchers show the proportion of income consumed by the migrant affects her perceptions of her status and behaviour – empowering the migrant – whilst the proportion of income consumed by her family affects perceptions of her status among community and family members.

This research has the potential to transform the lives of less advantaged people through business practices by exploring the positive and empowering role that businesses can play in migration. It contributes to further understanding and quantification of the social impact of the global phenomenon of migration, and the role that consumption plays in female empowerment. In doing so, it captures both economic and social outcomes as a consequence of a business intervention.

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