Transforming Lives: National Highway as an Economic Catalyst for Shopkeepers in Nongpoh, Ri Bhoi District, Meghalaya

Abstract

Abstract This study is aimed at evaluating the impact of National Highway 40, especially the Nongpoh section, on the livelihood prospects of local shopkeepers. The study highlights the way in which the highway has aided income generation for small vendors and traders in many ways yet acknowledges that there are various challenges that still impede their progress. Through both the positive contributions and the limitations, the study aims to provide practical measures to assist shopkeepers in enhancing their economic status and more effectively taking advantage of the opportunities generated by the highway. A descriptive research design is employed to record the realities of the life experiences of the shopkeepers in a structured way. Primary as well as secondary data sources are employed, enabling the in-depth interpretation of the issues concerned. The sample consists of 27 shopkeepers running businesses between Pahamrioh and Dulongnar, selling fruits, pickles, betel nut, and related items. Through emphasizing these problems and proposing solutions, the study hopes to empower shopkeepers to enhance their economic foundation, improve their income-generating activities, and realize their full potential. Finally, the research places itself not only as an intellectual exercise but as a pragmatic contribution towards enhancing the standard of living and resilience of local communities relying on roadside businesses along the National Highway. Keywords: National Highway, Shopkeeper, Economic Condition, Income Generation