How women are helping the world harness the power of e-commerce


E-commerce has shot up as a formidable force to reckon with, in the post-pandemic world order. As an ever-rising segment, it is slowly but surely emerging as a space witnessing more women participation. This feature explores how women are now the fulcrum of change and leading the way in leveraging the benefits of e-commerce.

The flourishing scope of the market, driven by the ever-rising surge of E-commerce has now made it a welcoming space for new entrepreneurs and business people. To acknowledge that this space is now being utilised by women entrepreneurs leading the change, is a heartening development.

The availability of the internet and ecommerce platforms have now made the concept of starting a business more accessible to people more than ever.

Digital platforms are now being adopted by a variety of women micro-entrepreneurs to boost efficiency, reduce cash hassles, ensure safety and allow a woman to have full control over their financial decisions and earnings.

Given how rapidly evolving these ecosystems are in India, they remain highly competitive for both micro-enterprises and the new companies jostling to capture this growing segment:

Success Stories of Women in E-Commerce

Divya Sooryakumar’s Even Cargo

Divya Sooryakumar is the Co-founder of Even Cargo which is a social enterprise that employs women from resource-poor communities and trains them for employment opportunities with the major e-commerce companies.

Their aim is to overcome the barriers of unemployment through skill development of women to increase the participation of women workforce in labour market.

Chinu Kala’s Ruban Accessories

Chinu Kala’s entrepreneurial venture began when she started selling knives and coasters door-to-door and earned a meagre Rs 20 everyday, at a very young age. Today, her online fashion jewellery start-up Ruban Accessories has a revenue of INR 7.5 crores. It receives 1,000 orders on a daily basis and it also ships to  UK and US through its own portal.
She began with a capital of Rs 3 lakh and today, the brand is listed on ecommerce portals like Flipkart, Myntra, Jabong and its own portal.

Gazal Kalra’s Rivigo

Gazal Kalra, Co-Founder of Gurugram-based logistics startup Rivigo, set up the company with in 2014 with her fellow Mckinsey consultant with the idea of creating a relay truck model, where no driver would drive for more than four-five hours at a stretch and would return home the same day. The company in 2019, entered the elite unicorn club and also raised $65 million from existing investors Warburg Pincus and SAIF Partners. It has raised a total of $180 million to date.

 Waheeda Rahman’s BigTruck

Waheeda Khan is the co-founder of Bigtruck and brings over 15 Years of experience in Finance & HR leadership. Bigtruck, headquartered in Bengaluru in Karnataka, is a professionally managed company engaged in providing end to end IT based services for road transportation businesses. Their interactive mobile application provides all possible logistics solutions for facilitating road transportation and cargo shipment across India.

Sushmita Singh’s Naanjil

An online aggregator, Sushmita Singh’s Naanjil works with artisans on a range of unique handcrafted items ranging from toys and decor items to sarees and other handloom crafts. In 2019, Naanjil joined the Amazon Karigar programme and registered a growth of 2X growth in sales and there has been no turning back since. 

E-commerce as a driving factor of change

The global average of women’s workforce participation is 48 per cent vis-à-vis India’s 27 per cent. As an emerging force, E-commerce can help bridge this gap and add $700 billion to our economy, making women an inseparable aspect of reaching the $5-trillion dream.

Adequate infrastructure, proliferating the access to technology in the interior corners of the country and presence of more platforms will greatly work as catalysts to establish their enterprise on an e-commerce platform. At the end of the day, it is all about enabling more women to leverage the limitless opportunities that e-commerce has opened for them.

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