New Delhi : The nasscom foundation, in partnership with LEAD at Krea University, has unveiled a comprehensive report titled “Digital Dividends: Understanding the Use of Social Commerce by Women Entrepreneurs in Rural India.” The study provides a detailed analysis of the challenges and opportunities faced by rural women entrepreneurs (RWEs) in adopting digital tools and leveraging social commerce to expand their enterprises. It also offers actionable recommendations to enable sustainable growth and scalability for these businesses.
The report highlights the transformative role of technology in empowering rural women-led ventures, with a focus on key sectors such as agriculture and allied services, handlooms and handicrafts, and manufacturing, processing, and retail.Through a survey of 792 women entrepreneurs aged 15 to 60 years, spanning 24 districts—including 18 aspirational districts—the study examines factors influencing women entrepreneurs. It provides insights into their socioeconomic backgrounds, digital readiness, financial inclusion, and the extent of their engagement with social commerce platforms.
The findings underscore how digital and social commerce technologies can unlock significant opportunities for rural enterprises, driving economic participation and innovation among women in underserved regions.
Elaborating on the findings around financial accessibility of these women entrepreneurs, Rostow Ravanan, Chairperson, nasscom foundation, tells ET Digital, “It is encouraging to see that 95.1% of rural women entrepreneurs manage their personal bank accounts independently, showcasing their determination and financial acumen. However, with only 28% having separate business accounts, there is a clear opportunity to strengthen financial inclusion through targeted literacy programs and tailored support systems. By empowering these women to achieve full financial autonomy in their businesses, we can unlock their true potential, driving transformative growth and resilience in rural communities.”
According to Sharon Buteau, the Executive Director of LEAD at Krea University, women in rural India can now run their crafts businesses from home and reach a wide range of customers thanks to technology. This allows them to overcome geographical limitations and reduce the need for intermediaries. “These social platforms can be game-changers in enabling women to compete on an equal footing and reach consumers far beyond their immediate communities, and tapping into their innate networking abilities. However, we find that technology access is rarely neutral. Understanding these challenges is crucial for crafting strategies that empower and support women entrepreneurs in digital and social commerce.”
Key Findings
The report highlights the growing potential of social commerce in empowering rural women entrepreneurs (RWEs) while identifying key challenges and opportunities:
Impact of Social Commerce: 44% of respondents are satisfied with the benefits of social commerce, citing its simplicity and avoidance of GST-related complexities.
Social media is pivotal, with 71% finding it critical for business growth and over 80% using it for business activities.
However, only 17.6% utilize digital tools for managing orders and customers, and 82.3% still depend on offline sales methods, pointing to a need for enhanced digital adoption.
Sector Representation and Skill Development: RWEs primarily operate in agriculture (35%), handlooms (34%), and retail (31%).
91.8% of businesses are sole proprietorships, highlighting women’s independence in entrepreneurship.
Limited vocational training (only 42.3%) underscores the importance of skill development programs.
Digital Literacy and Access: Smartphone ownership is high (79.5%), but challenges like limited internet access, privacy concerns, and low digital literacy hinder broader digital participation.
Offline sales dominate (82.3%), with only 17.7% favoring online platforms.
Role of Stakeholders: Awareness of government schemes for digital integration is low (34.5%), presenting a key area for improvement.
Training (24.5%) and awareness (22.6%) are crucial drivers of digital adoption, while upskilling (12.2%) and onboarding (10.5%) further highlight the need for sustained educational efforts.
The report calls for a collaborative approach involving stakeholders to address these challenges. Key recommendations include:
Implementing digital upskilling programs and accessible training centers.
Enhancing financial access and streamlining business registration processes.
Expanding awareness of government schemes and advocating for inclusive policies.
Building supportive networks and fostering community engagement to drive economic empowerment and sustainable growth for RWEs.
