The Government e-Marketplace (GeM) has actively championed its “Womaniya” initiative since its inception in 2019. The goal is to foster gender-inclusive economic growth and empower women entrepreneurs. Through this initiative, GeM encourages the participation of women entrepreneurs and Self Help Groups (SHGs) from the informal sector in public procurement. This involves facilitating direct sales to various government buyers through the GeM portal, eliminating the need for intermediaries.
Under the “Womaniya” initiative, GeM has established generic product categories to simplify the listing and procurement process. These categories include a wide range of items such as handicrafts, handloom products, accessories, jute and coir items, bamboo products, organic foods, spices, home decor, and office furnishings. This strategic move aligns with the government’s objective of dedicating 3 per cent of public procurement to women-owned and led Micro and Small Enterprises (MSEs).
PK Singh, CEO of GeM, underscores the initiative’s primary objective of addressing the challenges faced by women entrepreneurs. These challenges include limited access to markets, financial resources, and value-addition opportunities. Singh emphasizes GeM’s commitment to social inclusion and its pivotal role in integrating local value chains. GeM’s initiatives like “Vocal for Local” and “Make in India” aim to foster a self-reliant India by leveraging the untapped entrepreneurial energy of last-mile producers and service-providers.
To promote the “Womaniya” initiative effectively, GeM has implemented various measures. These include the introduction of dedicated product categories, GeM Outlet Stores, and marketplace filters to distinguish products made by women entrepreneurs. Moreover, market icons have been introduced for easy identification of products exclusively made by “Womaniya.” Additionally, a new service vertical named “Stitching and Tailoring Services” has been introduced to provide market opportunities for women seamstresses.
In collaboration with organizations like the Self-Employed Women’s Association (SEWA) and Usha Silai School, GeM is actively involved in training and empowering women-led enterprises in public procurement. This collaborative effort aims to extend support to last-mile stakeholders such as Local Bodies, Cooperative Societies, and Panchayati Raj institutions. Through such partnerships, initiatives like SEWA Gitanjali have successfully registered and listed their products on GeM, providing sustainable livelihoods to women from the informal sector.
Similarly, Ishta Creation, led by Neena Narayan, has benefited from GeM’s support in introducing hygienic toilet seat covers for public washrooms. Narayan acknowledges GeM’s significant role, emphasizing its handholding and technical support throughout the process. Aarushi Rajpal Kalra, Director of Datalink Industrial Corporation, underscores her firm’s commitment to “Make in India” and its active participation in the “Womaniya” initiative.