Islamabad, Dec 12: Northern Pakistan is home to a growing network of small businesses, many of which are led by women. However, women entrepreneurs in Gilgit-Baltistan face significant challenges in accessing secure and reliable payment systems to support their businesses.
In many remote areas, where traditional banking services are limited or unavailable, digital financial services can be a vital tool for business growth. Recognizing this need, JazzCash has stepped in to empower women by offering specialized training programs in Shigar and Khaplu, focusing on digital payments and financial literacy.
One inspiring example is Mariyum Batool Annie, the first female entrepreneur in Gilgit-Baltistan to open a fully equipped beauty salon. In addition to her salon, she launched her own fashion brand, Gul Khatoon. Reflecting on her journey, Mariyum shares, “My journey has been fraught with challenges, especially in managing customer payments and handling cash. JazzCash has simplified this process for me and other women in the region.”
Mariyum, like many other women in Gilgit-Baltistan, has been running her business for years, handling large sums of cash and dealing with logistical challenges. With JazzCash, she can now send and receive payments anytime, anywhere, reducing the need for physical cash handling and the risks associated with theft.
Nargis, another entrepreneur from Skardu who makes organic apricot jam, has also adopted JazzCash. She expresses her gratitude, saying, “I am thankful to JazzCash for enabling us to make online transactions to grow our businesses.” Nargis is one of many women who have recently received financial literacy training and are eager to use digital tools for transactions.
JazzCash has set an ambitious goal to increase the number of female customers to 50% of its total additions and onboard 300,000 women entrepreneurs by 2027. The company has already expanded its female customer base from 17% to 30% in recent years. This goal highlights JazzCash’s commitment to promoting digital inclusion and empowering women to explore new business
