Surveys have shown significant number of women prefer taking life and financial advice from other women in their proximity.
In India, women constitute nearly half of the population, yet their economic contributions remain limited to 18% of the GDP.
In India, women constitute nearly half of the population, yet their economic contributions remain limited to 18% of the GDP. This stark gender disparity has emerged as a significant challenge to the country’s growth, particularly as it aspires to achieve a $7 trillion economy by 2030. Closing this gap requires an urgent focus on empowering women, especially in rural and semi-urban areas, where their potential remains largely untapped. Initiatives aimed at fostering financial inclusion and enabling self-sustaining livelihoods could be the key to unlocking the full potential of India’s economy.
The efforts to bridge this gender gap must extend beyond traditional employment opportunities, incorporating skilling and leadership development to transform women into community influencers and economic enablers. Private sector entities are also introducing various initiatives to promote women into the workforce by equipping them with digital and financial tools.
Jayatri Dasgupta, program director of Digital Naari and Chief Marketing Officer at PayNearby, said he is creating a network of female community influencers who can promote financial inclusion and contribute to socioeconomic growth.
“Surveys have shown that 90% of women prefer taking life and financial advice from other women in their proximity. With this insight, we are confident that our initiative on Digital Naaris will become powerful community influencers, bringing access to banking, finance, and other critical services to underserved women across Bharat,” Dasgupta said. He said the Digital Naari programme seeks to empower women by transforming them into the primary banking and digital service providers within their communities.
The programme approach aligns with the Government of India’s Lakhpati Didi program, which envisions empowering over 20 million women to achieve financial independence and uplift their households. Through training and support, the Digital Naari initiative aims to transform these women into “Lakhpati Didis,” equipping them with the skills and tools to help their families and communities thrive.
Dasgupta said, “To break the shackles of tradition and lead change is not easy. Constant capacity building and nurturing are integral parts of the program. Institutionalizing this across a 6-9 month horizon for each cohort, in a large geographically distributed market like India, is the most important factor that we have to solve for.”
The program’s success hinges on consistent engagement and support, as it aims to overcome deep-rooted societal barriers that have historically limited women’s participation in economic activities. Building financial literacy, instilling confidence, and providing a network of support are critical components of helping women overcome these challenges.
Collaborations play a crucial role in scaling the initiative’s reach and impact. Dasgupta said the Digital Naari programme has partnered with various government agencies, non-governmental organisations (NGOs), microfinance institutions, and self-help groups dedicated to rural livelihoods and women’s empowerment. These partnerships enable the program to extend its resources and support to a broader network of women across India.
The collective effort has allowed the initiative to establish a network of 57,000 active women, with a total of 1.50 lakh women having benefited from the program. The network collectively facilitates transactions amounting to more than INR 10,000 crores annually, underscoring the significant economic contributions women can make when empowered with the right tools and support.
