On the occasion of International Women’s Day 2026, Amazon India signed a Memorandum of Understanding with the Army Women’s Welfare Association (AWWA) to expand entrepreneurship opportunities for women from military families. The announcement was made at Amazon’s annual ElevateHER event, which celebrates and supports women entrepreneurs and professionals.
Through this partnership, Amazon aims to help hundreds of women entrepreneurs associated with AWWA launch and grow their businesses on Amazon.in by 2029. The initiative is expected to benefit spouses of serving Army personnel, spouses of veterans, Veer Naris and widows, many of whom already run small businesses but often struggle to reach a wider market.
Under the agreement, Amazon will provide structured onboarding and training to help these entrepreneurs navigate the e commerce ecosystem. The programme will introduce participants to marketplace best practices, enabling them to build sustainable businesses while reaching customers across the country.
A key component of the initiative is the Amazon Saheli programme, which supports women led businesses by providing them access to Amazon’s nationwide customer base. Entrepreneurs who join Saheli receive dedicated account management support, onboarding assistance and guidance on selling effectively on the platform.
Participants will also gain access to Amazon’s fulfilment and logistics network. This allows small entrepreneurs to store, pack and deliver products efficiently while focusing on product quality and brand development. Additionally, the programme provides help with product photography, catalogue creation and listing optimisation, which are crucial for visibility in online marketplaces.
Training sessions will cover important areas such as inventory management, customer engagement and maintaining a high standard of customer service. Entrepreneurs will also receive access to analytics tools and business reports that allow them to track performance and make informed decisions about their business growth.
Speaking about the collaboration, AWWA President Sunita Dwivedi said the partnership would help many women from Army families convert their entrepreneurial aspirations into scalable businesses. She added that the initiative would create new opportunities and help members connect with customers across India.
Deepti Varma, Vice President of PXT at Amazon Stores India, Japan and Emerging Markets, said Amazon was honoured to partner with AWWA to support women from military families. She noted that the company remains committed to providing access to markets, training and guidance that enable entrepreneurs to build sustainable online businesses.
By combining AWWA’s strong community network with Amazon’s digital marketplace and logistics capabilities, the partnership aims to empower women from military families and strengthen their role in India’s growing entrepreneurial ecosystem.
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