**"I had to go from pillar to post, says Chowdhury passionately, "to get a bank guarantee". "Most people discouraged me, by saying you can't do it,' you're a woman', 'its too much pressure',"

WOMEN entrepreneur-Ship is not a new thing in Bangladesh, although its scope has never been as wide as it is now. With banks and other institutions becoming more woman — friendly getting credit is much easier enabling many women to start their own business.

This was not the case say even a decade ago. Apart from bping viewed with suspicion, the main obstacle to women entrepreneurship was finance. Without personal funds or support from one's husband, starting a business for a woman, was next to impossible. Banks too. were reluctant to give loans to women who did not have any assets to offer as collateral. It was therefore quite a challenge when Geetiara Chowdhury decided to create her own advertisement company In 1973. Twenty years later she is now the Managing Director of a thriving company ADCOM. that handles accounts with names as big as Lever Brothers. Duncan Tea and Organon.

The road to success, however. has been far from smooth. In 1973. Geetiara had

the brains, the drive and the .creativity for her dream to come true, but no money. A 50,000 taka deposit was needed Just to gqt accredited to the newspaper association, a requirement for any advertisement company. "I had to go from pillar to post, says Chowdhury passionately. t6 get a bank guarantee'. "Most people discouraged me. by saying "you can't do it.' you're a woman", "its too much pressure'. " Geetiara, determined and undaunted ultimately got a loan for 50.000 taka from Ut tara Bank without any collateral. She formed her company, which at that time consisted of a tiny room with no fan. six people and her experience from the ad agency she had worked for previously. Geetiara spent most of the time getting business, convincing people that her company was just as good or better than any other With a new agency and that too headed by a woman. Geetiara says she had to prove her

"I had to go from pillar to post, says Chowdhury passionately, "to get a bank guarantee". "Most people discouraged me, by saying you can't do it,' you're a woman', 'its too much pressure',"

worth twice over.

So what IS It that attracts her In this business? Says the Managing Director of a firm that has bagged one-third of all television advertisements. "It's the variety of people I have to

deal with all the time". "Every day we talk of several different things and everyday we have to come up with new ideas." she adds with an excited gleam on her face,

Apart from the prospect of

getting enough advertisements to keep the company going in an Increasingly competitive Industry, there are other challenges to be faced. One of the main drawbacks, she says. Is that professionally advertising has not yet developed much compared to even neighbour Ing countries where technology is far advanced: "Everytime we want to film something we have to rush to Bombay." Getting experienced, professional people is also a problem which, says Geetiara, leaves no choice but to hire amateurs and train them. Limitations are also created by the fact that Bangladesh does not have the luxury of other countries of having private TV, electronic media being owned by the government. All this instead of being disincentives for Gee-tiara. act as catalysts, spurring her on to find new ways to break through the walls.

Being a woman entrepreneur has not been as difficult as one would expect in a profession so predominantly male. "Of course I have to deal with the usual chauvinism, if I buy a car for example. It is immediately assumed that my husband paid for it. Also, as a woman I have to act with poise and dignity, a man can swear, a woman can't, she laughs.

As Car as appearances go. Geetiara is all woman. Petite and pretty In her mauve sari she giggles like a school girl over her fetish for always matching her earrings with her clothes. Yet behind all the soft femininity Is a person with the grit and strength of any man of this profession. Perhaps it is the fact that her parents have trained her always to be independent and confident in all circumstances. Perhaps It Is her Journalistic experience which includes writing for feminist She magazine in the 60s in Karachi and later bringing out the Annual East Pakistan Number exclusively devoted to Bengali women. Whatever the reason. Geetiara has not only survived in a profession ridden with risks and tacit chauvinism but scored high enough to be one of the most successful business women of this country.