Amazon India Signs MoU with Army Women’s Welfare Association to Boost Entrepreneurship Opportunities for Women from Military Families
Bengaluru, Mar 6: On the occasion of International Women’s Day 2026, Amazon India announced the signing of a Memorandum of Understanding (MoU) with the Army Women’s Welfare Association to expand entrepreneurship opportunities for women from Army families. The partnership aims to support hundreds of women entrepreneurs associated with AWWA in launching and scaling their businesses on Amazon marketplace Amazon.in by 2029.
The announcement was made during Amazon’s annual ElevateHER event, a platform dedicated to celebrating and supporting women entrepreneurs and professionals. Through the collaboration, women entrepreneurs registered with AWWA—including spouses of serving Army personnel, veterans’ spouses, Veer Naris, and widows—will receive structured support to build sustainable online businesses and reach customers across India.
As part of the initiative, Amazon will provide onboarding support and training on e-commerce and marketplace best practices. Entrepreneurs will also gain access to Amazon’s fulfilment and logistics network, enabling them to efficiently manage and deliver products to a nationwide customer base. Their products will be showcased through the Amazon Saheli storefront, which promotes women-led businesses across the country.
The Amazon Saheli program provides entrepreneurs with comprehensive support, including training sessions covering key aspects of online selling such as inventory management and customer experience. Participants also receive assistance with product photography, cataloguing, and access to analytics tools and business reports that help them make informed business decisions. These capabilities empower entrepreneurs to focus on innovation, product development, and brand growth.
Commenting on the collaboration, Sunita Dwivedi, President of AWWA, said
“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.”
Deepti Varma, Vice President, PXT, Amazon Stores India, Japan and Emerging Markets, added,
“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.”
ElevateHER 2026 Event Highlights
ElevateHER 2026 brought together women professionals and leaders for meaningful discussions on career growth and leadership. More than 150 participants engaged in small-group mentoring sessions with Amazon leaders, focusing on emerging sectors such as AI, fintech, and technology-driven careers.
The event also featured a fireside chat on “Navigating Career Resilience” with acclaimed actor and author Kalki Koechlin alongside Deepti Varma. Additionally, fintech entrepreneur Aly Hajiani conducted a workshop on financial independence, sharing insights on managing finances and building financial confidence.