Amazon India partners with AWWA to expand entrepreneurship opportunities for women from Army families

Marking International Women’s Day 2026, Amazon India has announced a partnership with the Army Women’s Welfare Association (AWWA) aimed at expanding entrepreneurship opportunities for women from military families. The collaboration was formalised through a Memorandum of Understanding (MoU) unveiled during Amazon’s annual ElevateHER event.

Under the agreement, Amazon will onboard hundreds of women entrepreneurs registered with AWWA onto its marketplace, Amazon.in, by 2029. The initiative will support Spouses of Army Personnel, Spouses of Veterans, Veer Naris and widows, enabling them to launch and grow their businesses through e-commerce.

As part of the collaboration, Amazon will provide structured onboarding and training on e-commerce and marketplace best practices. Entrepreneurs associated with AWWA will also gain access to Amazon’s fulfilment and logistics network, while their products will receive visibility through the Amazon Saheli storefront. The support aims to help women from military families build sustainable income opportunities by reaching customers across the country.

Women entrepreneurs joining the Amazon Saheli programme will receive step-by-step onboarding and ongoing guidance to help establish their businesses on the platform. The programme includes training sessions on key aspects of selling online, such as inventory management and ensuring a strong customer experience.

Participants will also receive assistance with product photography and catalogue creation. In addition, access to analytics tools and business performance reports will help entrepreneurs make informed decisions as they grow their brands. Amazon says these resources are designed to allow women-led businesses to focus on product innovation and long-term brand building.

According to Mrs. Sunita Dwivedi, President AWWA, “We are excited to work with Amazon and help our members turn their entrepreneurial aspirations into sustainable, scalable businesses. Through this MoU, we aim to create new opportunities for women from Army families. We hope this collaboration will enable them to pursue entrepreneurship with greater confidence and connect with customers across the country.”

According to Deepti Varma, Vice President, PXT, Amazon Stores India, Japan and Emerging Markets, “We are honoured to partner with AWWA to support women from military families in pursuing entrepreneurship opportunities.

At Amazon, we are committed to providing access to markets and the support needed to build sustainable businesses online. Through this collaboration, women entrepreneurs will be able to access Amazon.in along with structured onboarding and guidance to help them establish and grow their business on Amazon.in.”

The MoU was announced during ElevateHER 2026, Amazon’s annual event celebrating women professionals and entrepreneurs. The event brought together more than 150 participants for mentoring sessions with Amazon leaders, focusing on career growth in sectors such as artificial intelligence, fintech and emerging technologies.

The programme also featured a fireside chat titled “Navigating Career Resilience”, with actress and screenwriter Kalki Koechlin in conversation with Deepti Varma. Additionally, fintech entrepreneur Aly Hajiani, popularly known as ThatCreditCardGuy, conducted a workshop on financial independence.

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