Northern Pakistan is home to a thriving network of small businesses, many of which are led by women. Despite their entrepreneurial drive, women in Gilgit-Baltistan face significant challenges in accessing secure and reliable payment systems that can help their businesses thrive.
In many remote areas, where traditional banking infrastructure is either sparse or inaccessible, digital financial services can be an essential lifeline for businesses. Recognizing this gap, JazzCash has stepped in to empower women entrepreneurs by offering specialized training programs in Shigar and Khaplu, focusing on digital payments and financial literacy.
A notable example of this transformation is Mariyum Batool Annie, the first female entrepreneur in Gilgit-Baltistan to open a fully equipped beauty salon. In addition to her salon, Mariyum launched her own fashion brand, Gul Khatoon.
Reflecting on her entrepreneurial journey, she shares, “My journey has been fraught with challenges, particularly in managing customer payments and handling cash transactions. JazzCash has simplified this process for me and other women in the region.”
Like many other women in Gilgit-Baltistan, Mariyum has been running her own business for years, managing large sums of cash and facing logistical hurdles. By adopting JazzCash, she now has the freedom to send and receive payments at any time, from anywhere, eliminating the need for physical cash handling and reducing the risk of theft.
Nargis, another Gilgit-Baltistan-based entrepreneur who makes organic apricot jam in Skardu, recently also adopted JazzCash. Talking about her experience, she said: “I am grateful to JazzCash for helping us make online transactions to grow our businesses.” She is one of many women business owners who have recently received financial literacy training and is eager to conduct transactions online.
The company has set a bold ambition to increase the number of female customers to 50% gross additions and onboard 300,000 women entrepreneurs by 2027. In the last few years, the company has successfully expanded its women customer base from 17% to 30%. This target to increase women’s participation underscores the company’s commitment to fostering digital inclusion and empowering women to unlock new business opportunities.
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