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December 2, 2024 | 
Poulami Bhattacharyya
In the quiet corners of Maharashtra’s Nashik district, Sneha Kanse, an agarbatti (incense sticks) maker, and Aasha Bhujade, a papad maker, represent the context of Digital Transformation. These rural nano women entrepreneurs are pioneers who are part of a broader narrative that’s reshaping rural India. Women with limited literacy skills have been able to increase their scale of businesses through the training on digital, financial and entrepreneurship development skills – thus becoming testament to the impact of digital skills on women. This change is largely powered by social commerce.
In rural areas inclusive of aspirational districts, where access to smartphones does not come easy, programs like those led by nasscom foundation are pioneering the inclusion of all through their Women Entrepreneurship Programs. The 2023 GSMA Mobile Gender Gap Report highlights that in India, women are 11% less likely than men to own a mobile phone and 40% less likely to use mobile internet. The main hurdles are lack of literacy and digital skills, which impede mobile ownership and internet use. Nasscom Foundation programs aim to bridge this digital literacy gap among rural nano women entrepreneurs, empowering them technologically to enhance their market connectivity and business scalability. These initiatives are tailored to scale up businesses that traditionally do not fit the standard definition of business within the rural livelihood system. Instead, they empower women running small manufacturing or retail units pertaining to agriculture, handicraft, handloom and other allied services, transforming them from nascent initiative into sustainable ventures.
McKinsey Global Institute projects that adding 68 million women to the workforce by 2025 could increase India’s GDP by USD 0.7 trillion. Women in India constitute 13.76% of entrepreneurs and own 20.37% of MSMEs, managing 8.05 million businesses, with 65% located in rural areas according to Forbes India. Remarkably, 83% of these women-led enterprises operate independently without hired help, a figure that increases to 87% in rural regions. Their economic activities are varied: 42.02% work in manufacturing, 25.32% in trading, 7.86% in education, 7.68% in other services, and 4.96% in accommodation and food services, highlighting their significant contribution to the non-agricultural sector. Nasscom Foundation supports this by aiding women entrepreneurs in sectors like agriculture, handloom and handicraft manufacturing, focusing on empowering vulnerable rural women.
For many women, such as Sneha and Aasha, the intervention of digital skilling opens a window to interact with a larger world. They represent the 1 lakh plus beneficiaries reached through the program in the last year, with a substantial 71.2 percent now actively adopting digital payment methods, which enhances their financial inclusion. The training encompasses various digital payment gateway, learning platforms (YouTube, Pinterest), social media platforms (WhatsApp, Facebook, Instagram) and video conferencing making customer interactions easier and helping these women generate more business online.
A significant percentage of participants (76.8 %) have incorporated social commerce into their business strategies, demonstrating the notable impact of integrating these tools into business practices. The real transformation is more profound; these women, who had minimal exposure to the larger business ecosystem, now find themselves adept at navigating complex digital landscapes.
The benefits extend beyond just economic gains. Interestingly, these programs have the potential to challenge and change the gender roles within their communities. Traditionally, women in rural area are not encouraged to use technology due to social norms and cultural barriers. However, with initiatives like these, they are not only learning to use gadgets at their own pace and time but are also becoming role models in their communities. This has a ripple effect, motivating others and gradually and positively altering the social and economic fabric of their localities.
For many rural women, entrepreneurship comes out of circumstance rather than choice. Yet, with the right tools and knowledge, these circumstantial entrepreneurs are turning into empowered business owners. Programs focused on digital literacy allow them to make effective use of their smartphones, manage their finances online, and even assist their families with online transactions, which enhances their self-image, identity among family members and standing within the community.
There’s a tangible development in the impalpable aspects of their lives, self-sufficiency leads to a newfound respect within the family and community. Children view their mothers under a new light, feeling pride and forging stronger bonds through shared learning experiences. Furthermore, women learn how to ensure their safety on the internet by being aware of financial fraud and other cyber threats.
As rural women navigate through the complexities of digital, entrepreneurial and financial literacy, they do so not just for themselves but for their entire communities, setting a strategic and instructional direction that promises to uplift entire regions. These endeavours are not just about creating successful businesses but fostering a generation of women who are financially literate, digitally savvy, and socially empowered.
Through each story of transformation, whether it’s Sneha, Aasha, or countless others, it becomes clear that when rural women are given the relevant opportunities to succeed, the potential for change is limitless.
