This week, You! highlights an initiative that helps women build better lives. It redefines age-old crafts into sustainable livelihoods, opening up new possibilities beyond the confines of local bazaars. Read on...
Under the burden of enduring hardships and chronic economic disparities, numerous countryside communities in Pakistan have long struggled against limited prospects. In such environments - where long-practiced customs and ongoing difficulties shape daily life - meaningful progress emerges from the quiet resolve of those determined to forge a brighter future.
In a land steeped in ancient practices yet facing modern challenges, hope shines through the resilient spirit of those who dare to dream. Amid communities where nearly 63 per cent of residents live in rural areas, poverty and limited access to quality education and healthcare continue to pose significant obstacles. Women, in particular, have shouldered the burden of these challenges. According to the World Bank, female labour force participation in Pakistan remains below 25 per cent - a stark reminder of the long-standing imbalance. Yet research from the United Nations reveals a game-changing truth: empowering women can boost household incomes by as much as 40 per cent, which can send ripples of improvement throughout entire communities in terms of education, health, and social stability.
Worldwide, achieving gender parity is acknowledged as critical for sustainable progress. The United Nations’ Sustainable Development Goals emphasise gender parity and decent work for all, underscoring that when women are given the opportunity to thrive, the benefits are both immediate and far-reaching. It is in this challenging yet hopeful environment that a new approach has emerged - a subtle yet powerful movement that weaves together the threads of tradition, technology, and entrepreneurial ambition.
The ‘Ba-Ikhtiyar Initiative’ - spearheaded by PTCL Group in collaboration with the Pakistan Poverty Alleviation Fund (PPAF) - has begun to reshape the narrative of women’s empowerment and entrepreneurship in rural Pakistan. This programme, has quietly revolutionised the lives of countless skilled women artisans by providing them with the training, digital tools, and market access they need. The initiative redefines age-old crafts into sustainable livelihoods, opening up new possibilities beyond the confines of local bazaars.
In response to the pressing need for self-reliance in rural communities, the initiative set out to empower women artisans by equipping them with modern skills. Recognising that conventional crafts alone were insufficient in today’s competitive marketplace, a rigorous 15-day training course was introduced. This course bridges the gap between age-old techniques and modern business practices, enabling women to transition from local vendors to confident entrepreneurs.
Over 3,000 women from 20 districts participated in this intensive training, acquiring essential skills in e-commerce and financial management. The programme provides technical skills while also building lasting confidence and independence.
Integral to this movement is a robust network of strategic partnerships that propel the entire initiative forward. PTCL Group, through its social impact platform ‘Dil Se’, has long been dedicated to social change, and in collaboration with the Pakistan Poverty Alleviation Fund (PPAF), they bring both community insight and strong financial backing to the effort. A key component of this backing is Daraz, Pakistan’s top online marketplace, which has significantly broadened the reach of these artisans’ creations. Before this effort, a craftswoman’s work was often confined to her own village. Now, Daraz has made these products accessible in more than 50 cities, including major hubs like Karachi, Lahore, and Islamabad. One artisan described this poignantly, “Before this, we used to sell within our community. Now, our products are going to cities we’ve never even visited. It’s like our work has found wings.”
Complementing this, Ufone - PTCL Group’s telecommunications arm - plays a vital role by ensuring that the digital literacy imparted during training is underpinned by reliable connectivity. In areas where connectivity has been a challenge, Ufone’s initiatives help overcome the digital divide, allowing these women to fully utilise online opportunities. At the same time, U Microfinance Bank offers vital financial education and microcredit solutions, enabling artisans to manage their income and reinvest. Participants now feel equipped to broaden their prospects, run their own businesses, and boost local economies. One participant from rural Punjab recalled, “We always knew we had the skills, but this programme taught us how to turn our craft into a business. Now, we’re not just creating for our neighbours; we’re creating for the world.” For these women, whose talents span intricate embroidery, handmade ornaments, and beautifully woven tablecloths which can be passed down through generations, this opportunity is nothing short of life-changing. Their creations, once limited to their local community, now extend far beyond, reaching major Pakistani cities and even international markets.
Numbers, as they say, tell a powerful story. Since the inception of the initiative, over 3,000 women have received training, and more than 500 have successfully launched online shops on platforms like Daraz. Collectively, these enterprising women have generated over PKR 10 million in revenue within just one year - an indication of the enormous potential that resides within these communities. According to PTCL Group’s internal data, households of participating women have experienced an average income increase of 40 per cent. Furthermore, surveys reveal that over 80 per cent of these women report marked increases in confidence and independence after participating.
These outcomes extend far beyond. On the global stage, research by institutions like the McKinsey Global Institute has shown that advancing women’s participation in the workforce could add up to $12 trillion to global GDP by 2025. For Pakistan - a country still striving to modernise its economy and alleviate poverty - this success story represents a critical pathway toward long-term, sustainable development. With rural poverty rates in some areas reaching as high as 30 per cent, this type of grassroots economic empowerment is setting the stage for broader national resilience.
Celebrating success
Recently, an event held in Islamabad brought these successes to the spotlight and celebrated the shift that such initiatives can bring. Attended by influential figures including His Excellency Hamad Obaid Ibrahim Salem Alzaabi, the UAE Ambassador to Pakistan, the event was a confluence of corporate leaders, social entrepreneurs, and cultural icons. Well-known personalities such as Jehan Ara, Sania Saeed, Kubra Khan, Hareem Farooq, Sana Mir, Ali Xeeshan, among others, added credibility and visibility to the cause. While celebrity glamour attracted attention, it was the heartfelt personal stories of progress that truly resonated.
A standout moment of the event was Pakistan’s inaugural AI-powered fashion show - a ground-breaking fusion of craftsmanship and futuristic technology. One participant remarked, “It’s amazing how technology is helping us reimagine our work,” perfectly capturing the innovative spirit of the initiative. This fusion of technology and heritage not only highlighted the creative potential of these artisans but also underscored the promise of a future where modern advancements and age-old skills coexist to drive progress.
Beyond the events and statistics, the true measure of this movement lies in its ability to change lives at the grassroots level. For instance, Mariam Hussain, a determined artisan who represented Pakistan at Gitex Global 2024 in Dubai, recounted her journey with palpable pride, “Through this programme, I learned skills I never expected. It taught me to present my work, pitch my ideas effectively, and set higher aspirations.” Her words capture the essence of empowerment - where skill meets opportunity, and heritage adapts to innovation.
Similarly, a group of women from rural Punjab, skilled in crochet and handmade woollen garments, now see their creations available to a national audience through online platforms. One artisan shared, “We never thought our work would be appreciated outside our village. Every time we receive an order, it feels like a dream come true.” These testimonials, when combined, contribute significantly to national progress.
The ripple effect of these changes is felt far beyond the immediate economic benefits. When women are uplifted, the entire community flourishes. PTCL Group surveys show that about 65 per cent of the participating women reinvest their earnings in their children’s education - a critical factor in a country where educational inequality is especially pronounced in rural areas. When mothers achieve economic independence, their children are more likely to access quality education and improved health, laying the groundwork for a brighter future for generations.
As women gain financial independence, conventional household dynamics begin to shift. In many families, male members have started to recognise and value the contributions of their wives and sisters, leading to a gradual reshaping of long-held gender norms. One participant cheerfully recounted, “My husband used to think that my embroidery was just a hobby. Now, he calls me his business partner.” Such evolving perspectives are not only strengthening family bonds but are also paving the way for a more equitable society.
Despite these significant advances, challenges remain. Numerous rural regions in Pakistan still contend with infrastructural shortcomings, unreliable internet connectivity, and deeply rooted social resistance to change. Yet, the resilience of these communities, coupled with the unwavering commitment of partners like Ufone and U Bank, ensures that such obstacles are continually addressed. Ufone’s initiatives to bolster connectivity and U Bank’s efforts to provide accessible microfinance are critical in smoothing the path toward sustained progress. In the larger global context, initiatives like this are vital for fostering inclusive growth. Research indicates that integrating women into the workforce makes economies stronger and more resilient. Estimates from the International Labour Organization suggest that narrowing gender gaps in labour participation could increase global GDP by as much as 5 per cent.
Looking ahead, there is an ambitious vision to expand the reach of this movement even further. Plans are already underway to introduce advanced training modules on digital marketing, comprehensive e-commerce strategies, and sustainable business practices. The goal is to foster an ecosystem where every woman can evolve into a successful entrepreneur, free from the constraints of geography and longstanding norms.
Ultimately, this movement is a vivid reminder that true progress is built one stitch at a time. When empowered, women not only support their families but also spark change on a national and global scale. As one influential leader once remarked, “Women are the foundation of our families and the architects of our future.” In Pakistan, every rupee a woman earns carries the promise of a brighter future, and each empowered artisan becomes a beacon for her community. Their journey from local markets to global platforms like Daraz and major events such as Gitex testifies to the power of opportunity.
As this quiet revolution unfolds, it reshapes Pakistan’s society and economy, and its lessons ripple outwards, inspiring communities worldwide to invest in their own women. Thus, as we move into the future, the call to action is unmistakable: empower, uplift, and transform. With every stitch and every small act of courage, a more inclusive and prosperous tomorrow is being woven - a future where hope, progress, and endless possibility are the true fabric of society.
The writer is a subeditor at You! Magazine. She can be reached at wallia_khairi@hotmail.com
