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Call for Expression of Interest: Women’s Digital Entrepreneurship & Livelihoods (India)

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National Competition for the European Entrepreneurship Promotion Awards 2025 (Cyprus)

Deadline: 19-Feb-2026

UNICEF’s Generation Unlimited (GenU), through YuWaah, is partnering with India’s Ministry of Rural Development (MoRD) to scale women-led digital and retail enterprises in five Indian states. The initiative strengthens “Computer Didi” and “Didi Ki Dukaan” models under the National Rural Livelihoods Mission (NRLM) to enhance rural livelihoods, digital inclusion, and women’s entrepreneurship. The collaboration aligns with the Government of India–UNICEF Country Programme (2023–2027) and aims for long-term institutional scale-up.

Overview of the Initiative

The UNICEF-led Generation Unlimited (GenU) partnership, implemented in India through YuWaah, is expanding women-led digital and retail enterprises across rural India.

This initiative is being carried out in collaboration with the Ministry of Rural Development (MoRD) to strengthen rural livelihoods, promote entrepreneurship, and enable economic self-reliance for young rural women.

The program operates in five states:

The intervention integrates women-led enterprises within the National Rural Livelihoods Mission (NRLM) framework to ensure sustainability, scalability, and government ownership.

Key Entities Involved

1. Generation Unlimited (GenU)

Generation Unlimited is a global multi-stakeholder platform initiated by UNICEF.

It aims to expand access to:

for young people worldwide.

2. YuWaah (India Chapter of GenU)

YuWaah represents GenU in India.

YuWaah acts as a connector between:

It funds, pilots, and scales youth-focused solutions that support the transition from learning to livelihoods.

3. Ministry of Rural Development (MoRD)

Ministry of Rural Development leads rural development policies and programs, including the National Rural Livelihoods Mission (NRLM).

4. NRLM & SRLM

National Rural Livelihoods Mission (NRLM) is the Government of India’s flagship program for poverty alleviation through women’s self-help groups.

State Rural Livelihood Missions (SRLMs) implement NRLM at the state level through:

What Are “Computer Didi” and “Didi Ki Dukaan”?

Computer Didi

“Computer Didi” enterprises are women-led digital service centres in rural areas.

They provide services such as:

This improves digital inclusion and creates income opportunities.

Didi Ki Dukaan

“Didi Ki Dukaan” is a women-run rural retail enterprise model.

These shops:

Both models promote women-led micro-enterprises under structured NRLM systems.

Objectives of the 2025 Expansion Phase

A Statement of Intent signed on 26 March 2025 between MoRD and UNICEF formalized this collaboration.

The key objectives include:

  1. Strengthening and stabilising existing Computer Didi and Didi Ki Dukaan enterprises

  2. Standardising operations through comprehensive SOPs

  3. Establishing 350 additional Didi Ki Dukaan units

  4. Integrating digital platforms like YouthHub into district workflows

  5. Building capacity of MoRD and SRLM officials

  6. Ensuring government-led scale and sustainability

Currently supported enterprises include:

The next phase expands institutional ownership across block, district, and state levels.

Digital Platforms Supporting the Initiative

YouthHub

YouthHub is a digital platform developed under YuWaah to:

Passport to Earning

Passport to Earning enhances:

Integration of these platforms strengthens digital entrepreneurship ecosystems.

Who Is Eligible?

The initiative primarily benefits:

Eligibility is generally determined by:

State Rural Livelihood Missions guide selection and onboarding.

How the Initiative Works (Step-by-Step)

Step 1: Identification

SRLMs identify eligible SHG women interested in entrepreneurship.

Step 2: Training & Capacity Building

Participants receive:

Step 3: Enterprise Setup

Support includes:

Step 4: Monitoring & Integration

Enterprises are embedded into:

Step 5: Scale & Sustainability

Government-led institutional ownership ensures long-term scaling.

Why This Initiative Matters

1. Women’s Economic Empowerment

It strengthens financial independence among rural women.

2. Digital Inclusion

It bridges the rural digital divide by creating last-mile service points.

3. Sustainable Livelihoods

By embedding enterprises within NRLM systems, the model ensures sustainability.

4. Systemic Scale

Institutional integration allows replication across states.

5. Alignment with National Strategy

The initiative aligns with the Government of India–UNICEF Country Programme 2023–2027.

Common Mistakes or Challenges in Rural Enterprise Programs

  1. Lack of standard operating procedures (SOPs)

  2. Weak integration into government systems

  3. Insufficient training

  4. Poor monitoring and evaluation mechanisms

  5. Limited digital adoption

This initiative directly addresses these gaps through structured institutional integration.

Frequently Asked Questions (FAQs)

1. What is Generation Unlimited (GenU)?

Generation Unlimited is a global UNICEF-led partnership focused on improving education, employment, and entrepreneurship opportunities for young people.

2. What role does YuWaah play in India?

YuWaah represents GenU in India and connects government, private sector, and civil society to scale youth employment and entrepreneurship solutions.

3. What is the purpose of Computer Didi enterprises?

Computer Didi enterprises provide digital services in rural areas while creating income opportunities for women.

4. What is Didi Ki Dukaan?

Didi Ki Dukaan is a women-led rural retail enterprise model that strengthens local economies and supply chains.

5. Which states are part of this initiative?

The program operates in Andhra Pradesh, Madhya Pradesh, Odisha, Jharkhand, and Rajasthan.

6. How many enterprises are currently supported?

Currently, 100 Computer Didi and 250 Didi Ki Dukaan enterprises are supported, with plans to establish 350 additional units.

7. How does this initiative ensure sustainability?

By integrating enterprises into NRLM systems and building government capacity at block, district, and state levels.

Conclusion

The UNICEF-led Generation Unlimited initiative, implemented in India through YuWaah in partnership with the Ministry of Rural Development, represents a structured and scalable approach to rural women’s entrepreneurship.

By strengthening Computer Didi and Didi Ki Dukaan enterprises within the NRLM framework, the program combines digital inclusion, retail entrepreneurship, and institutional integration to drive sustainable rural livelihoods.

With strong government alignment, defined SOPs, digital platforms, and long-term scale mechanisms, this initiative sets a replicable model for women-led rural enterprise development in India.

For more information, visit UN Partner Portal.

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