Amazon India signed a Memorandum of Understanding (MoU) with the Federation of Indian Chambers of Commerce and Industry (FICCI) Ladies Organisation (FICCI FLO) to support women entrepreneurs, NGOs and self-help groups working with women in building and expanding their businesses through ecommerce on Amazon.in. Through this collaboration, eligible women-led businesses associated with FICCI FLO will be enabled to sell their products on Amazon.in through the Amazon Saheli programme, helping them access customers across the country.
As part of the collaboration, Amazon and FICCI FLO will work together to identify potential sellers and support them through their digital commerce journey. The initiative will focus on helping women entrepreneurs onboard onto Amazon.in, understand marketplace processes and leverage tools that can help improve their online visibility. Sellers will also receive support through training, account management assistance and guidance on marketing opportunities to grow their businesses on Amaozn.in.
Speaking on the initiative, Aruna Daryanani, Director – Sales, Amazon India said, “True economic inclusion happens when you move small businesses from casual selling to sustainable online growth. Through the Amazon Saheli programme, we have built a structured ecosystem designed to handle the specific operational challenges women run enterprises face from cataloguing to using marketing tools promote their products on Amazon.in. By injecting this infrastructure into FICCI FLO’s massive network, we are helping drive financial independence and hyper-local job creation within these women-led SHGs and NGOs, turning local enterprises into a structured engine for community-wide empowerment.”
With a robust network of women entrepreneurs and businesses across sectors like apparel, home décor, footwear, jewellery and grocery, FICCI FLO brings massive scale to this initiative. This collaboration will equip these women-led enterprises with the critical digital tools needed to transcend traditional local boundaries, reach national markets and build sustainable, scalable businesses.
Commenting on the collaboration, Puja Garg, President, FICCI FLO said, “For grassroots and mid-scale women entrepreneurs, the biggest hurdles to scaling have always been high physical overheads and fragmented regional supply chains. Ecommerce fundamentally rewrites this equation. By collaborating with Amazon, we are transforming our network of localized businesses into national digital brands. This is not just about survival in a digital economy; it is about giving women-led enterprises the data, market visibility and scale to compete on an equal footing.”
The collaboration reflects a shared commitment to strengthening women entrepreneurship and expanding access to digital commerce. By enabling more women-led businesses to participate in ecommerce, Amazon and FICCI FLO aim to create new opportunities for business growth and economic empowerment.