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Historically, rural women in India have been largely excluded from the economic mainstream due to limited access to resources, markets, and financial independence. However, e-commerce has opened up a vast, borderless marketplace.
In the picturesque villages of Uttarakhand, almost 30 women, wives of the ‘Gadaria’ shepherds, are now proudly introducing Kullu border shawls to the world. This achievement, facilitated by the handloom brand Bunkar, is more than a job opportunity; it’s a source of identity and recognition for these women and their community. E-commerce has been a catalyst for this transformation, unlocking not only business opportunities but also a powerful shift in community pride, empowering women across India.
Consider the story of 45-year-old Paliben. Once a rag collector at a textile mill, she meticulously transformed waste into beautiful, handmade items like paper-mesh jewellery and decorative pen stands. Initially, she sold these creations at local exhibitions. However, with the advent of e-commerce, she digitized her venture, opening a new chapter of growth and success.
Historically, rural women in India have been largely excluded from the economic mainstream due to limited access to resources, markets, and financial independence. However, e-commerce has opened up a vast, borderless marketplace. Programmes like Amazon Saheli, launched in 2017, are tailored to uplift rural and small-town women entrepreneurs by providing them with the tools to set up, manage, and expand online businesses. By streamlining the process of selling online, these platforms break down geographical constraints, allowing women to tap into national—and even international—markets from the comfort of their homes.
With this expanded reach, rural women entrepreneurs are no longer bound by the limitations of local demand, creating substantial earning potential that was previously unattainable. As a result, we see an increase in self-reliant women who are contributing to their family’s income and reinvesting in their communities, helping fuel the rural economy. According to a Bain & Company report, India boasts the world’s third-largest online shopper base, with a staggering 180-190 million online shoppers in 2021. This number is projected to surpass the US and claim the second spot within the next two years.
With a vast pool of 63 million MSMEs, of which 20% are women-owned, India has a significant opportunity to create millions of jobs. By accelerating women’s entrepreneurship, the country could potentially generate over 30 million women-owned enterprises, creating 150 to 170 million jobs. The past five years have witnessed a remarkable shift towards online business, with 83% of Indian small businesses adopting digital platforms. A significant 65% of these businesses now generate up to half of their revenue through online sales. This trend underscores the immense potential for women entrepreneurs to thrive in India’s rapidly expanding digital marketplace.
Training and digital literacy
Programmes designed to empower rural women through e-commerce offer comprehensive training in digital skills, product management, and financial literacy. For example, Amazon has partnered with organizations like the DEASRA Foundation, SEWA, and TATA Power to provide educational resources that enhance women’s digital literacy and entrepreneurial skills. With easy access to training modules on photography, packaging, customer engagement, and pricing strategies, these women can successfully navigate the online marketplace, establishing a lasting presence for their products and brands.
This digital literacy extends to the basics of using smartphones and applications, which is critical as many women entrepreneurs primarily rely on mobile devices. Streamlining app interfaces for simplicity, companies are making it easier for rural women to manage their online businesses. Consequently, these women gain the confidence to handle their digital storefronts independently, reducing dependence on intermediaries and further empowering their entrepreneurial journey.
For example, I Village, a social enterprise, has partnered with Amazon Saheli to empower rural women by connecting them to online markets. They provide training in various skills, from making incense sticks to basic computer skills and stitching. By honing these traditional skills, women from villages like Bulandshahar, Uttar Pradesh, can now earn a sustainable income. I Village’s efforts have not only empowered women to become first-time breadwinners but have also educated the masses on the importance of women’s empowerment.
Financial empowerment and independence
One of the most impactful aspects of e-commerce is its potential to alleviate the financial constraints that rural women often face. Traditionally, women have had limited access to capital, and financial decisions are frequently controlled by men in many rural households. However, e-commerce platforms offer a range of support measures—digital payment integration, transparent revenue tracking, and direct bank transfers—that enhance financial independence for these entrepreneurs.
Initiatives run by e-commerce marketplaces also play a vital role in setting achievable sales targets and monitoring growth metrics, enabling rural women entrepreneurs to strategize for their businesses proactively. The regular inflow of earnings through digital payments offers a stable source of income, fostering financial resilience and reinforcing the shift towards economic independence. In the long term, this financial autonomy has far-reaching effects, allowing these women to make critical decisions for their businesses and families with confidence.
Addressing social and cultural barriers
Empowering rural women entrepreneurs through e-commerce goes beyond economic benefits; it fosters social empowerment and shifts cultural narratives. As these women entrepreneurs step into the roles of financial decision-makers and business leaders, they challenge and gradually reshape the traditional gender roles in their communities. Families and communities begin to view women as valuable contributors, leading to a broader acceptance of female entrepreneurship in rural areas.
Moreover, the collaborative nature of e-commerce often encourages women to join local self-help groups (SHGs), where they can share knowledge, network, and support each other’s ventures. Events like E-commerce Facilitation Melas have been instrumental in connecting SHGs with e-commerce platforms, helping women collaborate and build a supportive ecosystem. This network of like-minded entrepreneurs not only creates a shared learning environment but also amplifies their collective bargaining power, enabling them to negotiate better terms and access new opportunities.
A holistic growth story: Economic, social, and personal
For rural women in India, e-commerce is more than just a pathway to entrepreneurship. It represents an avenue for holistic growth that encompasses skill acquisition, financial literacy, independence, and social empowerment. In the process, rural women are becoming role models within their communities, encouraging the next generation to pursue similar avenues of growth and economic participation.
While challenges remain—such as regional tax variations, logistical issues, and technical literacy barriers—the momentum of change is undeniable. Companies and government programs alike are investing in infrastructure and training and are determined to scale e-commerce initiatives across underserved areas. As these women succeed, the benefits extend beyond their households, stimulating the rural economy and fostering a culture of inclusivity and empowerment.
The future of rural India is brighter with women at the helm of their own ventures, steering both their personal and professional lives toward growth and resilience. As the e-commerce sector expands its reach, it promises a transformative impact on rural women, their families, and entire communities—one that reverberates across the economy, bridging social divides and laying the foundation for a more equitable and prosperous India.
In this journey, platforms like Amazon Saheli serve as crucial stepping stones, turning what were once barriers into bridges that connect rural women with the world. Through continuous support, targeted skill development, and a commitment to digital inclusion, e-commerce is poised to bring holistic growth to rural India’s women—a growth that promises not only financial success but a deep-rooted social transformation for generations to come.
Article Credit: wionews