Ufone Ba-Ikhtiyar Women: Digital Empowerment Transforms Lives in Haripur
Pioneering initiative by PTCL Group combines digital literacy, financial inclusion, and e-commerce to foster women's economic independence

In a groundbreaking move toward womenโs economic empowerment, PTCL Group, in collaboration with Daraz and the Poverty Alleviation Fund, celebrated the graduation of its first cohort of 100 women entrepreneurs under the โUfone Ba-Ikhtiyar Womenโ initiative. The ceremony marks a significant milestone in the journey toward digital inclusion and financial independence for women in Pakistanโs rural areas.
The initiative, launched in early 2024, represents a comprehensive approach to womenโs empowerment, combining digital literacy, financial inclusion, and e-commerce training. The program has successfully transformed traditional artisans into digital entrepreneurs, equipped with the skills and tools necessary to participate in Pakistanโs growing digital economy.
Breaking Barriers Through Digital Innovation
The Ba-Ikhtiyar (self-reliant) program addresses multiple barriers that traditionally prevent women from participating in the formal economy. By providing smartphones, digital training, and UPaisa accounts to participants, the initiative creates a complete ecosystem for women to operate independently in the digital marketplace.
This program is not just about teaching women how to use technology; itโs about giving them the power to control their economic destiny,โ says program director highlighting the transformative impact of the initiative.
โWhen women have access to digital tools and financial services, they can overcome traditional barriers to market access and create sustainable income streams for their families.โ
An Innovative Approach to Economic Empowerment
The programโs strength lies in its holistic approach, which includes:
Digital literacy training
The Ba-Ikhtiyar women program teaches fundamental digital skills like smartphone usage, internet navigation, and basic computer literacy. This foundational training ensures participants can confidently use digital tools and platforms necessary for online business operations.
E-commerce management education
Participants receive practical training in managing online stores, including product listing, pricing strategies, and inventory management. They learn through direct experience how to effectively showcase and sell their products on e-commerce platforms.
Financial inclusion through UPaisa accounts
Each woman is provided with a UPaisa digital wallet account, introducing them to formal banking services. This enables them to handle digital payments, manage their earnings securely, and build a financial identity in the banking system.
Direct market access through Darazโs e-commerce platform
The program provides participants with direct access to Darazโs nationwide marketplace and customer base. This eliminates traditional market access barriers and allows women to sell their products to customers across Pakistan.
Provision of necessary technological tools
Participants are equipped with smartphones and other essential digital tools needed to run their online businesses. This removes the initial barrier of technology acquisition and ensures all women can participate fully in the digital economy.
Impact and Success
The initial results from Haripur demonstrate the programโs significant impact. Participating women have reported:
- Increased monthly income through online sales.
- Greater financial independence and decision-making power.
- Improved digital literacy and business management skills.
- Enhanced confidence in using technology for business purposes.
- Stronger understanding of financial management and banking.
Scaling for National Impact
Following the success in Haripur, PTCL Group has announced plans to expand the initiative to 20 additional cities in the coming year. This expansion represents a significant step toward achieving broader financial inclusion and digital literacy among women across Pakistan.
The scaling plan includes:
Local Trainings
Local community members are selected and trained thoroughly to become program facilitators in their respective areas. These facilitators serve as both trainers and mentors, ensuring cultural sensitivity while delivering the programโs curriculum effectively.
Local Partnerships
The program collaborates with established community organizations, NGOs, and womenโs groups in each target region. These partnerships provide local credibility, help in participant selection, and create a strong support network for program implementation.
Regional Focus
The training curriculum and implementation approach are adapted to match each regionโs specific cultural context and economic opportunities. This includes considerations for local crafts, market demands, and addressing region-specific challenges faced by women entrepreneurs.
Support System
A long-term support structure is established in each region, including regular check-ins, troubleshooting assistance, and ongoing mentorship. This ensures participants have continuous access to guidance and resources even after completing the initial training program.
Economic Empowerment: A National Imperative
The importance of womenโs financial independence extends beyond individual benefit to national progress. Research consistently shows that when women have control over their economic lives, entire communities benefit. The World Bank estimates that Pakistanโs GDP could increase significantly if womenโs participation in the formal economy increases to levels seen in peer countries.
Womenโs economic empowerment is not just a gender issue; itโs a critical factor in national development. Programs like Ufone Ba-Ikhtiyar Women are essential in bridging the digital gender gap and creating sustainable economic opportunities.
Future Outlook
The Ufone Ba-Ikhtiyar Women initiative represents a significant step forward in addressing the digital gender gap in Pakistan. By combining technology, training, and market access, the program creates a sustainable pathway for womenโs economic empowerment. As the initiative expands to 20 more cities, it promises to transform more lives and contribute significantly to both individual prosperity and national economic growth.
The success in Haripur serves as a powerful testament to the potential of digital inclusion in creating economic opportunities for women. As Pakistan moves toward a more digital future, initiatives like these will play a crucial role in ensuring that women are not just participants but leaders in the digital economy.
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