Digital Empowerment: Transforming Rural Women through Digital Marketing Skills in the District of Fatehgarh Sahib

Abstract

Women empowerment means giving equal power and opportunities to women as men without any kind of discrimination. The role of NGOs has shifted from merely ‘gap-filling’ to ‘capacity building and empowerment’. Mehar Baba Charitable Trust, Bassi Pathana, Punjab, India has been selected by CFLI[1] for the project[2]. This project has helped women in many ways to lead from the front and be part of decision-making at the local level. This project aimed at empowering rural women in Fatehgarh Sahib through the acquisition of digital marketing skills. The study is based on primary and secondary sources of data collection. The present study analyses and evaluates the implementation of the project and the impact it has on the society. The findings highlight that involving stakeholders from the mobilization to follow-up processes has a long-term impact on society as a whole. Women broke the chains of their traditional roles and stepped out of their four walls to learn new skills and set an example for other women in society. By assessing the current knowledge and challenges faced by these women, a tailored training program was developed and implemented. Additionally, it explored the role of mentorship and support networks in sustaining their success. The findings from this research will inform future scalability and replication of the project in other regions.

[1]Canada fund for Local Initiatives (CFLI) - Funded by High Commission of Canada in India, New Delhi

[2]“Empower Rural Women through Digital Marketing Skills” by Mehar Baba Charitable Trust, Fatehgarh Sahib, Punjab