USAID & Mastercard aims to promote digital empowerment of women in India through Project kirana

By: WE Staff | Friday, 18 March 2022

Through an effort called 'Project Kirana,' the US Agency for International Development (USAID) and Mastercard have teamed to promote digital empowerment of women in India.

Project Kirana is a business development and digital financial literacy programme for women entrepreneurs with the goal of increasing revenue streams, expanding financial inclusion, and enabling women-owned and operated kirana stores to accept digital payments and other digital tools.

According to a statement made by Mastercard, the two-year programme is being executed by DAI and ACCESS Development Services in certain cities across Uttar Pradesh.

On Thursday, officials from USAID and Mastercard paid a joint visit to the Project Kirana-affected stores in Lucknow.

Veena Reddy, USAID's India Mission Director and Minister Counselor for International Development, and Shamina Singh, Executive Vice President, Sustainability and Founder and President of the Mastercard Center for Inclusive Growth, toured tiny convenience stores run by women entrepreneurs.

“It was enlightening to engage with women entrepreneurs in Lucknow today. Increasing the participation of women in the formal sector, especially the digital economy, is critical to the well-being of people and the growth of economies,” Reddy said.

“At USAID, advancing women’s digital financial capabilities is a key component of our work to increase equitable economic empowerment. Through this partnership, Mastercard and USAID are addressing the gender inequalities that limit the ability for women-owned businesses to grow and thrive,” she added.

More than 2,100 women have benefited from Project Kirana since its inception in November 2020.

Together, USAID and Mastercard are assisting women in developing financial and digital literacy skills in areas such as banking, digital payments, saving, credit, and insurance; improving basic business management skills such as inventory management, accounting, budgeting, and customer loyalty; and overcoming cultural and gender norms, as well as other barriers to women becoming successful kirana entrepreneurs.

The programme uses digital tools, applications, video content, in-person training, and peer networking opportunities to reinforce learnings based on real-life experiences in business and financial management, leadership development, digital payments, and access to financial services, according to the statement.

Commenting on the project Shamina Singh said, “Project Kirana is an extension of Mastercard’s commitment to empower and enable micro and small businesses with technology, products, insights, and catalytic philanthropic funding. Small businesses owned or led by women consistently outperform peers.”

“Yet, they are at risk of being left behind in an increasingly digital economy without tools and training that meet their needs. We are proud to partner with USAID to develop capacity-building programmes that unleash women’s entrepreneurial spirit and their potential to be drivers of a digital, inclusive India,” Singh added.