Let the Journey Begin...
Dhaaga - Bringing state of art handcrafted products from women entrepreneurs from rural India in collaboration with Amazon Saheli.

Dhaaga is a woman based micro-enterprise initiative in the thematic area of livelihood & skill building of Tata Power, which augments household income. With an objective of empowering women, it was initiated in Maval (Maharashtra). The journey began in 2015 with 16 women members being trained as artisans in readymade garments manufacturing and traditional handicrafts to promote the local talent and conserve their traditional art which would augment their household income. Subsequently it was also replicated keeping in mind the local artwork in Delhi, Gujarat and Jharkhand.

There is a consistent supply of the products by Dhaaga's women entrepreneurs to meet the stakeholder's orders. Based on the secondary research there are two major roadblocks for a small time women entrepreneurs:

  • 1. The inability or lack of infrastructure to market their products as they usually depend on different middlemen to sell their products. Due to this, they end up getting a lower amount for their products and hence they are not able to sustain for a longer period and
  • 2. Lack of education and training to scale their businesses to increase the production and optimize the cost.
To overcome this, Tata Power has ensured proper infrastructure, resources and market linkages. The Tata Power and Amazon Saheli (Amazon Seller Services Pvt Ltd) collaboration is a path breaking step to synergize and provide global platform to the women entrepreneurs of Dhaaga.

Amazon Saheli is a new initiative to empower women entrepreneurs by enabling them to use Amazon's marketplace now showcases and sells the products of Dhaaga Self-help group with training and end-to-end support.

In order to empower and encourage women entrepreneurship, the Amazon Saheli program would provide a slew of benefits to enable the business at zero initial cost. Amazon seeks to empower these entrepreneurs through training, support and free services.

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The below table summarizes the benefits of a "Dhaaga SHGs" under Amazon Saheli.

  • Activity
  • Amazon Saheli Seller
  • Onboarding
  • Expedited & assisted onboarding by trained resource
  • Product listing
  • A+ page i.e. premium content with graphics and brand story to help entrepreneurs connect with customers
  • Referral Fees
  • Subsidized referral fee for the first year.
  • Imaging and Cataloging
  • Free Imaging and Cataloging for all the women entrepreneurs to get them live on the site.
  • Account Management
  • Free for first one-month post-launch. Post that women entrepreneurs can avail the support on cost if they prefer.
  • Product visibility
  • A separate storefront to showcase the unique selection to customers on Amazon.in. www.amazon.in/saheli