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Announcement Press Release ((MA-Udhyami Campaign for Digitalizing Women’s Business amidst Covid-19 Pandemic))

22nd July, 2020

Announcement Press Release

(MA-Udhyami Campaign for Digitalizing Women’s Business amidst Covid-19

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.