Mumbai, October 06, 2025: She Leads Bharat:Udyam (SLB:U), a Mastercard Strive initiative supported by the Mastercard Center for Inclusive Growth and implemented by Frontier Markets in collaboration with Airtel Payments Bank, has achieved a major milestone — empowering 100,000 women entrepreneurs across India. The program, which began in 2023, is focused on driving rural entrepreneurship and enhancing access to essential products and services, including financial tools, consumer durables, and agricultural inputs.
Initially launched in Rajasthan and Uttar Pradesh, SLB:U has expanded to five states, including Andhra Pradesh. Through Frontier Markets’ Meri Saheli platform, women entrepreneurs have diversified income sources, with micro and small enterprises (MSEs) recording a threefold increase in income over six months. Women engaged in the program for a year or more earned an average of ₹1,300 per month through sales on the platform, while overall sales grew nearly 25 times due to expanded product categories.
Gautam Aggarwal, Division President, South Asia at Mastercard, said, “Empowering entrepreneurs isn’t just good for business—it’s the engine of India’s growth. With She Leads Bharat:Udyam, Mastercard is fuelling a movement: 100,000 women entrepreneurs now driving growth, innovation, and resilience in their communities. This milestone proves what’s possible when vision meets action. We’re not stopping here—our commitment is to scale opportunity, spark lasting change, and help many more women shape India’s economic destiny.”
Subhashini Chandran, Senior Vice President, Asia Pacific, Mastercard Center for Inclusive Growth, added, “She Leads Bharat:Udyam is a powerful demonstration of what’s possible when women are equipped with the right tools, networks, and financing. The entrepreneurs aren’t just building businesses, they’re strengthening communities and reshaping local economies. We’re proud to help catalyze this momentum by building ecosystems that turn opportunity into lasting, inclusive growth—especially in underserved regions where it’s needed most.”
Ajaita Shah, Founder and CEO, Frontier Markets, said, “Reaching 100,000 women entrepreneurs across five states is a powerful demonstration of what’s possible when multisectoral partners come together with a shared vision. With Mastercard’s catalytic support and Frontier Markets’ deep rural reach, we’re building a sustainable ecosystem that not only expands income and opportunity for women but also accelerates their integration into formal credit and commerce. This milestone lays a strong foundation to scaling this model to empower many more women across rural India.”
The program is now transitioning to a self-sustaining model, reducing dependence on philanthropic funding and enabling women entrepreneurs to access working capital through returnable grants and bank financing. SLB:U aims to empower one million women entrepreneurs by 2030, contributing to inclusive economic growth and resilience in rural India.
.jpg)
