MA-Udhyami Campaign -Digitizing Women’s Business amidst Covid-19 Pandemic


MA-Udhyami (Mahila Udhyami) campaign,  launched on July 8, 2020 at Thulo.Com, an e-commerce platform in Nepal,  is a campaign initiated as a part of the project  ‘Revitalizing Women’s Businesses amidst COVID-19 Pandemic’ with the  support of USAID’s Tayar Nepal. The project is led by Federation of Woman Entrepreneurs’ Associations of Nepal (FWEAN) in collaboration with EMERGE (Enterprise for Management, Economic Reform and Gender Equality) and Thulo.Com.

Due to COVID-19 lockdown, the method of selling products physically, by visiting stores became almost non-existent, which affected the supply chain of majority of the local women-led micro and small scale businesses, as they got disconnected with their customers and  are having a hard time surviving due to lack of cash flow. So, the focus of this project is to overcome difficulties in forward supply chain and cash flow management of women-owned/led businesses by linking them to the digital economy.

COVID-19 pandemic has highlighted the importance of e-commerce in Nepal, and introducing women entrepreneurs to the digital economy was the need of the hour. Therefore, FWEAN partnered with Thulo.Com to promote and sell the products of local women and link them to the digital economy, through its e-commerce platform. For this conceptualized the campaign  MA-Udhyami, which means ‘Mahila Udhyami’ with  the tagline – ‘Digitalizing Women’s Businesses’ to bring women entrepreneurs and technology together.

Currently, this campaign is in its pilot phase, and there are 17  women led-businesses, mostly from marginalized groups, running micro and small scale production businesses, of Kathmandu and Lalitpur area, comprising both members and non-members of FWEAN. Under this pilot phase of MA-Udhyami those women led-businesses which  have not been connected or made robust sales through other digital platforms,with products that meet the criteria as set by the project in terms of product quality, labeling and packaging, have been on boarded. Currently, the products listed are essential food items – pickles, spices, honey, safety and hygiene products – eco sanitary pad, masks, body oil, sanitizers, etc.

It is expected that these women entrepreneurs will be able to generate cash flow from sales of stocked goods, manage the business, and pay salary to staffs, and be able to manage the crisis bought by COVID-19. They will also get connected and get accustomed to the digital way of doing business (promotions, branding, sales, payments). Under  this campaign, FWEAN and together with EMERGE are also doing product promotions, running contests and media  promotions with the aim to improve the performance of selected women’s businesses.

In the days to come, FWEAN together with and EMERGE plans to incorporate more  women entrepreneurs under this campaign.

FWEAN and its partners – and EMERGE seek support from everyone as much as possible. Thus, we request the all to purchase  the products of our women entrepreneurs from “MA-Udhyami” by  by visiting Thulo.Com (link: Purchasing these products will not only support the women entrepreneurs affected by the economic slowdown due to COVID-19 but will add to the experience of using the fantastic hand-made and local products.