Madurai, July 28, 2024: FMCG Direct Selling company Amway India in collaboration with the Yellow Bag Foundation has expanded its Project Nari Shakti - Women Livelihood Program - to Madurai in Tamil Nadu. This initiative aims to uplift the lives of underprivileged women by providing them with essential vocational skills, entrepreneurship training, and health and wellbeing education.
According to various studies, women play a pivotal role in India's economy, yet they lead only 13.7% of enterprises, despite comprising 66% of the population. This indicates persistent barriers despite their significant contributions.
To address the formidable challenges faced by marginalised women, Project Nari Shakti aims at empowering women to achieve socio-economic independence, make informed health choices, and foster personal growth.
Talking about the program, Rajneesh Chopra, Managing Director, Amway India, said, “At Amway India, we firmly believe that empowering women is not only a moral imperative but also crucial for creating a more inclusive society. Through Project Nari Shakti, we aim to empower women by equipping them with the skills and confidence needed to pursue sustainable livelihoods. By fostering their economic independence, we aspire to inspire them to lead empowered lives, thereby contributing to their families' and communities' wellbeing. This program has positively impacted over 3,000 women so far, and we are delighted to launch it in Madurai to upskill women from economically disadvantaged communities. We are committed to providing comprehensive support, ensuring these women have the tools and resources necessary to compete in today's economy and make meaningful contributions to society."
Gowri Gopinath, Director, YellowBag Foundation, said, "Women are the backbone of our economy, but often struggle to achieve financial independence. Since 2019, the YellowBag Foundation has helped over 500 women gain skills and work opportunities. We are proud to collaborate with Amway India on Project Nari Shakti - Women Livelihood Program, which aims to tackle these challenges head-on. The 10-month program is divided into 10 batches spread over two months. It combines theory, practical skills, nutrition education, entrepreneurship training, and a 30-hour industry internship. By providing underprivileged women in Madurai with essential vocational skills and entrepreneurship training, we strive to empower them to lead independent, successful lives and create a world where all women can thrive."
Project Nari Shakti addresses societal challenges faced by women in Madurai, stemming from gaps in education and entrenched societal norms. Many women, despite their aspirations to contribute to their family income, find themselves confined to domestic roles, deprived of opportunities to contribute economically to society. Project Nari Shakti seeks to break these barriers, offering training in fields such as beauty and wellness, fashion designing, entrepreneurship, and basic nutrition.
The initial phase targets 100 low-income women, 18-45 years old, with family income below Rs. 2 lakhs annually. Classes will be held at vocational centres along Madurai's Vaigai riverside, in Madichiyam, Meenambalpuram, and Andaalpuram, ensuring accessibility for participants.
The Nari Shakti program advocates women empowerment by helping less-privileged women develop skills and capabilities through upskilling and training. It aims to provide sustainable livelihood options, enabling women to either start their own businesses or secure employment. Through strategic partnerships with NGOs such as Deepalaya, SRF Foundation, Paryas Society, and Mukti Rehabilitation Center, Amway India has significantly expanded the program's reach.
This initiative has delivered tangible benefits to over 35,000 individuals, including more than 3,000 women as direct beneficiaries, across diverse regions such as Delhi, Hamirpur (Uttar Pradesh), Sohna (Haryana), Kolkata (West Bengal), and Chennai (Tamil Nadu) since its inception in 2020.
