WOMEN’S HEALTH AND LIVELIHOOD ALLIANCE (WOHLA)

Ensuring Health and Economic Well-being of Women

Beautypreneurs

The COVID pandemic resulted in the shutting down of a lot of businesses and beauty salons were one of them. The extended lockdowns resulted in low to absolutely nil customer footfall. 

The beauty and personal care market is expected to touch $10 billion by 2021, growing at an annual rate of 5-6%, according to a report by the Indian Beauty & Hygiene Association. However, the majority of beauty and wellness businesses, including salons, spas, and barbershops, fall either in the small and medium enterprise or the unorganised category. This sector employs approximately seven million skill-based professionals, mostly from the weaker sections of society, according to industry estimates. Two out of three employees in the industry are women or migrant workers who have been the worst hit by the extended lockdowns.

When the lockdown was lifted, the entrepreneurs showed a desire to adapt their businesses to the new reality but did not have the resources to do so. Innovative financing in the form of a returnable grant was the solution here. Under the Salon-I program, Godrej became the mentor of these businesses and funded this particular initiative. The entrepreneurs were provided with small ticket sized grants ranging from INR 5000 to INR 20000 which was to be used as working capital to restart and build the resilience of their respective businesses. 

The entrepreneurs had only a moral obligation to repay the grant given to them with the vision that if the money comes back, it will be used to aid more such entrepreneurs in the network. A total of INR 55 lakhs has been disbursed among 472 beautypreneurs so far.

A coalition to create a Better Normal for India’s Working Women and Entrepreneurs

Women@Work is a coalition — of businesses, philanthropies, social organisations and other stakeholders — to drive economic recovery and resilience of low-income women workers and micro entrepreneurs, and enable them to grow and thrive. The goals of Women@Work are aligned to Samhita-CGF’s REVIVE Alliance, a $15 million blended finance platform, supported by United States Agency for International Development (USAID), Michael & Susan Dell Foundation (MSDF), Omidyar Network India, British High Commission New Delhi and United Nations Development Programme (UNDP). The Alliance is dedicated to the revival, resilience and growth of India’s informal economy. It is also a part of the U.S.-India Alliance for Women’s Economic Empowerment.

Enabling the Recovery, Resilience and Growth of Women Workers and Micro Entrepreneurs

By bridging the gender gap in the workforce and providing more income opportunities for women, India’s GDP can be increased by a whopping $2.9 trillion. There is ample evidence to prove that enabling the growth and productivity of women has a multiplier effect on the socio-economic outcomes of families, communities and economies. We have also witnessed the same through our work over the years.

The challenges to achieving this increase in female labour force participation are immense, especially due to the limitations brought on by the COVID-19 pandemic, but the gains have the potential to push India to the next stage of growth. 

This mission cannot be achieved by any one company or government or stakeholder group. REVIVE Women@Work is a call-to-action for a joint effort to spur the Recovery, Resilience and Growth of Women Workers and Micro Entrepreneurs.

How are we going to create a better normal for working women and microentrepreneurs?

With Women@Work, companies, foundations, social organisations, bilateral and multilateral agencies, through business and CSR channels, will:

To impact India’s women by facilitating their:


Range of Interventions

The Women@Work coalition will leverage technology to maximise opportunities for women at two levels:

  1. Creating a tracking system that will provide evidence on the value of the interventions for the beneficiary. This will enable better decision-making and evidence-backed program design.
  2. Creating a digital profile of the woman, to understand the social products and services required to create a continuum of support. This will enable us to maximise the support available through her life cycle.

Alignment with the REVIVE Alliance and U.S.-India Alliance for Women’s Economic Empowerment

We launched REVIVE to create a pathway to prosperity for the restoration of worker and micro entrepreneur livelihoods. Aspects of Women@Work are supported by the USAID-funded REVIVE Alliance, which launched in October 2020 to focus on economic recovery, predominantly for women and youth.

Women@Work is also a part of the U.S.-India Alliance for Women’s Economic Empowerment, a public-private partnership between USAID, the U.S Department of State, USISPF, and George Washington University, launched by USAID Administrator Samantha Power in September 2021.

Samhita-CGF’s REVIVE Alliance Among 34 Initiatives Worldwide to Receive Support from Google.org Impact Challenge

Samhita – CGF has been named one of 34 selected organizations to receive funds from the Google.org Impact Challenge for Women and Girls.

The Google.org funding will strengthen the efforts Samhita-CGF launched in October 2020 via the REVIVE Alliance, one of the largest private sector and philanthropy-led alliances in India to help facilitate a long-term recovery of the informal sector, with a focus on women, youth, and other marginalized populations, whose livelihoods are impacted by the COVID-19 pandemic.

Samhita-CGF is one of 9 Asia-Pacific projects selected for this funding cohort out of nearly 8,000 applications globally. In addition to funding, Samhita-CGF will participate in a four-month accelerator program led by Google’s Accelerator and Women Techmakers communities and Impact Challenge partner Vital Voices to move projects forward.

For His Family’s Happiness

Daud Shaikh, who loves his family and constantly travels across State lines to spend time with them, recently realised how identity documents can add value to his life

In 2011, Daud Shaikh, then an 18-year-old farmer, migrated from his village in Jharkhand to Mumbai. He managed to find work as a construction worker in the city. Ten years on, Daud works as a mason at the Shapoorji Pallonji construction site in Powai, Mumbai. 

Prior to his marriage, he used to stay in the city for one-two years at a stretch. Now a father of three, he shuttles between his village and the city every three-four months despite his economic compulsions. “I usually stay at home for a month or so. I do this for my family’s happiness,” explained Daud. 

Daud’s constant movement across state lines necessitates specific central identity documents like the PAN and Aadhar card to be in place. For a construction worker, a PAN card acts as a vital KYC (Know Your Customer) document and serves as the basis for Direct Benefit Transfers (DBT) from the government. It is also beneficial for processing other scheme applications.

As part of the REVIVE Alliance, the UNDP-funded information camp organised by Haqdarshak allowed him to recognise the value in having a PAN card. “I did not have a PAN card before. Other construction workers at my site had one, so I thought I should get one too,” said Daud. The REVIVE team helped facilitate Daud’s application.  

Additionally, the session also exposed Daud to the importance of an updated Aadhaar card, another critical document. His Aadhar card did not have a registered mobile number associated with it, which becomes necessary for any authentication service and serves as the basis for multiple government entitlements. 

The facilitators at the camp helped him with this as well. Even though a small change, an update in Aadhar details will lead to a significant value add for Daud in the future. With the two new linkages, Daud is better placed to access government benefits.

This story was editorialised by Raveena Joseph

The Dreams of an 18-Year-Old Migrant Worker

Ibrahim wants to earn more money, get a better job, and have a family, but the COVID-19 pandemic has made his goals harder to achieve.

Eldest of 8 siblings, Ibrahim moved from his hometown in Kathiya district in Bihar to Delhi, in February 2020. Fresh out of high school, he migrated to the big city hoping to earn money to supplement the income of his father, who works as a daily wager in Bihar. Soon after he managed to find a job as a construction worker at a site in Gurgaon, the COVID-19 pandemic hit, and all construction activities were banned. Ibrahim, who was then barely 17, was thrown into unprecedented uncertainty. “We faced a lot of issues at that time. There was no work. Everything became costly. Food was an issue. After the lockdown, I lost work and had to go back home in a truck. It took me 6-7 days to reach home. I had no work or source of income for 3-4 months,” recounted Ibrahim. 


When he finally managed to return to his hometown, he realised that his situation was not unique. “People around me had similar experiences. My father also wasn’t called for work. Money was tight,” said Ibrahim. After 4 months, he finally returned to Haryana to resume work at the construction site. He typically works 8-hours a day doing hard labour, but worries if working this job and hoping the situation will improve is enough. “I want to earn more money, get a better job, get married and have a family. But I’m the only earning member in my family now, so I’m not sure if I’ll be able to achieve these goals,” said Ibrahim. 

Even though he had been working for over a year, Ibrahim didn’t have a bank account. He had heard about the government’s Jan Dhan Yojana but had no idea how to go about opening an account under the scheme. In February 2021, when a social protection scheme linkages camp for construction workers was conducted by the REVIVE Alliance, he understood the details of the scheme for the first time and realised the value of a zero-balance account. 

“The documentation process was easy. I got a PAN card and Jan Dhan account. I think this will be very beneficial in the long-run — I keep money in the bank account and can use the PAN card to get my KYC (Know Your Customer) done,” said Ibrahim, who is glad to have his salary now credited to his bank account directly.

With the support of REVIVE, Ibrahim is now part of the formal banking system. This will ensure he has access to financial services, and timely, adequate and low-cost credit when required. It will also contribute to helping this 18-year-old work towards his goals with greater support and resilience.

This story was editorialised by Raveena Joseph

Creating a PAN Card Creates Value For Us

Sudam Kumar, who recently received his PAN card, is looking forward to the benefits and support the identity document will provide construction workers like himself

Sudam Kumar, who used to be a farmer in Bihar, decided to leave his hometown with his family when he turned 18, so that he could find a better livelihood in the big city. He arrived in Noida in 2014 as a migrant worker, and eventually found work in the construction industry. When the COVID-19 lockdown was enforced in 2020, Sudam’s family moved back to their village. He stayed back in Uttar Pradesh to earn a livelihood and support the education of his son, who is continuing his schooling in Bihar.

As a construction worker working at an ATS Infrastructure Limited site, Sudam was missing a labour card that validated his employment in the construction industry for four years. A Building and Other Construction Workers (BOCW) card becomes a worker’s entry point to a multitude of government schemes that s/he could benefit from.

In early February 2021, the REVIVE Alliance team visited the ATS site where Sudam worked in Noida to facilitate social protection scheme linkages for construction workers. Sudam chose to apply not just for a labour card, but also a PAN card. “I realised that creating a PAN card creates value for us,” said Sudam.

Interactions with the REVIVE team contributed to his choice. Reflecting on those conversations, he said, “I realised that if I ever change my workplace, this form of identity documentation would be very helpful.” A PAN card, for a construction worker, acts as a critical KYC (Know Your Customer) document and serves as the basis for Direct Benefit Transfers (DBT) from the government. It is also very useful for processing other scheme applications.

“I’m so glad the REVIVE and ATS team took the effort to nudge me and my co-workers to apply for these documents. They will aid our development in the long-run,” says Sudam. He is one among countless migrant construction workers across the country — unlike Sudam, most of them are yet to gain access to basic identity documents. The REVIVE Alliance strives to bridge this gap through its holistic intervention tools for livelihood recovery.

This story was editorialised by Raveena Joseph

All For Her Daughter

Sonu Kumari, a single mother who works as a construction worker in Uttar Pradesh, discovered that understanding her government scheme entitlements will open up a world of opportunities

When Sonu Kumari’s marriage ended, she realized that she had to support herself and her daughter. She had never participated in market activities earlier and as a housewife, had only been engaged in unpaid domestic work. As a 27-year-old single mother and migrant living in Noida, she knew very little about the work ecosystem and opportunities available. She joined ATS Infrastructure Limited as a construction worker with the hope of earning enough to support herself and her daughter, who lived away from her, in their home village.

Every day, Sonu would spend eight hours at a developer site, engaged in brick-laying and other construction work. At the end of each work day, she would plan her finances to ensure that she was earning enough to support her daughter.

A resilient and hard-working single mother, Sonu won the respect of her peers over time. After five years working at the construction site, she was given supervisory responsibilities as well. But, Kumari lacked what is an integral necessity for every construction worker in India — a labour card.

“I didn’t know there were benefits to enrolling for a Building and Other Construction Workers (BOCW) card,” said Kumari, highlighting the information gaps on entitlements that exist among workers despite years of working within the infrastructure ecosystem. But why does this gap exist? “Ever since I started working in construction, I’ve noticed that people don’t even spare 10 minutes to talk,” she explained.

In February 2021, when the REVIVE Alliance team visited ATS to set up a social protection scheme linkage camp, they facilitated Sonu’s application for a BOCW card. “It was easy and quick to submit my application with the help of the ATS support staff. I feel like I know so much more about the government schemes I can avail now,” said Sonu.

Sonu is now formally registered as a construction worker in Uttar Pradesh. Due to the disruptions of the second wave that compounded her livelihood stressors, Sonu is still worried about how to make ends meet. Yet, she is so grateful to have gained access to multiple schemes through the BOCW card, which can help her support her daughter in the way she has always hoped. “I now understand that I am eligible for multiple schemes like medical claims and education support, and I want to use that to build a life for my daughter.”

This story was editorialised by Raveena Joseph

The Life-Saving Labour Card

Construction worker Kundan Prasad is thankful to have had a labour card before the onset of the pandemic, because it enabled him to sustain his family through the lockdowns even when he had no means to earn a livelihood.

Kundan Prasad is a 30-year-old construction labourer at a site in Noida. He moved to the National Capital Region in 2015, from the Latehar district in Jharkhand, in the hope of financially supporting his family of six. “I’ve been a construction worker for over 5 years, but I’ve never seen a ban on construction activity till the pandemic hit,” said Kundan. 

When the lockdown was announced, Kundan, like thousands of other migrants, had to walk back home. Worried about the lack of income and unable to find work back in the village, Kundan was losing hope. But the labour card came to his rescue. 

Kundan got his labour card, formally known as the Building and Other Construction Workers (BOCW) card — an official document that validates his employment in the construction industry and provides him access to a host of government schemes and benefits — when he joined the ATS construction site in Noida. During the tough months of the lockdown, he received a cash transfer of ₹2000 rupees for his sustenance expenses, thanks to his labour card. “This money was very useful when I had no source of income. My family and I survived on that money,” he said. 

When he returned to Delhi to resume work, he knew he had to get his labour card renewed for future Direct Benefit Transfers (DBTs). Luckily, Kundan was aware of this and was supported with his application. As part of the REVIVE Alliance, the UNDP-funded information session held by Haqdarshak served as a useful guide in renewing his BOCW card for another year. 

He had also lost his PAN card on his journey back home during the lockdown. The REVIVE team assisted him in getting a new PAN card, which acts as a critical KYC (Know Your Customer) document and serves as the basis for DBTs from the government. “Thanks to the renewed BOCW card and the PAN card, I’m less worried about the next lockdown,” said Kundan.

This story was editorialised by Raveena Joseph

In Pursuit Of A Better Life

Mahavir Rai, who works as a construction worker, recently understood how getting a BOCW card would help him secure a better future for his children.

35-year-old Mahavir Rai starts his day at 4 in the morning. He cooks breakfast and is ready to leave for work by 8 a.m. Mahavir works at the ATS construction site in Noida where he does shuttering work. “There are no fixed closing hours at work,” he said. 

What motivates Mahavir to do such hard manual labour day in and day out? “The hope for a better future. I want my four children, who are growing up in Begusarai (Bihar), to get access to quality education. I do not want them to do the kind of work I do. I want them to get a job when they grow up,” said Mahavir. 

As part of the REVIVE Alliance, Mahavir attended a UNDP-funded information session organised by Haqdarshak in early 2021, about the Building and Other Construction Workers (BOCW) card. The BOCW is a document that allows construction workers to access a host of welfare claims such as insurance, pension and medical assistance, among others — Mahavir quickly realised that having such an identity card would help him secure a better life for his children. 

“The session facilitators highlighted the benefits such a card can provide to the family members of construction workers in case of a mishap. It motivated me to get a labour card made,” said Mahavir. Typically, a worker needs to produce multiple documents (at least five) to get registered with the BOCW board. The complexity of the process itself forces many to not apply for the card. With end-to-end application and informational support provided during the camp, Mahavir said, “The documentation process was not cumbersome at all.” 

However, without this support, many workers from the construction sector are not aware of the card, the access to government schemes it provides or the process to apply for the same. “Unfortunately, most construction workers are not aware of the benefits they are entitled to.  I would urge all my fellow labourers who work in construction to get themselves a labour card so that in case of any adversity, their families can receive benefits like pension and insurance money,” said Mahavir.

This story was editorialised by Raveena Joseph

Tracing the trajectory of COVID-hit digital India

Ever since COVID-19 hit India, the disease brought an onslaught of unimagined and unprecedented circumstances. Governments scrambled to impose lockdowns on short notice to control the spread of the disease and India was no stranger to adopting this global approach to control the infections. However, this strategy came with a set of complex implications that bore an impact on health, livelihoods, education and life as we “normally” knew it. 


The COVID-19 crisis has evidently affected livelihoods and brought income shocks to the working classes. This shock has been accompanied by an unanticipated shift to the digital mode and accelerated digitization in the country. To understand the impact of COVID-19 on India’s digital appetite, KPMG conducted a survey and illustrated its findings as following:

What is the impact of COVID-19 on the usage of digital payments?

As the survey demonstrates, 81% of the respondents claimed a higher usage of digital payments as compared to cash in 2020. Whereas none of the respondents reported a higher usage of cash over digital payments. 

The restrictions that were brought about as a result of COVID-19 not only hampered mobility, but also fostered a sense of fear among the common public. While white-collar workers were able to fall back on business-enabling tech platforms that they were already using, the livelihood of blue-collar workers and small business owners who carry out much of their activities manually and through face-to-face interactions had come to a complete standstill. 

The growing need to keep livelihoods going paved the way for the adoption of digital gadgets, catapulting digital payment modes and online transactions. Today, digital payment platforms such as G-pay, Phone-pe and Paytm are available not only at high-end shops but have also been adopted by small businesses such as grocery stores, paan stalls and even auto-rickshaws. 

Among the recipients we work with, digital mediums have become a part of everyday life for almost everyone — across farmers, beautypreneurs, street vendors and entrepreneurs with disabilities, the access to smartphones rate stands at 92-100%

In the suburbs of Ahmedabad, REVIVE beauty-preneurs (women running their own beauty enterprises), were also excited to discuss their recently acquired knowledge about digital payment options. Rani, one of our beauty-preneurs, had a particularly interesting story to share: In the excitement of stepping outside her house in the week after a long lockdown, Rani ran to her local supplier and picked up a heavy stock of everything-it-takes to reopen her salon. As she moved towards the cash counter, her enthusiasm waned, as she realised she had left her wallet at home. The next best thing she could do was try remembering her debit card details. No luck. She was relieved when the shopkeeper asked, “Do you have a mobile? Here’s my UPI (United Payments Interface) code.” Rani walked out of the store in amazement at the ease of making payments. “I didn’t even know this was possible, now I ask about UPI everywhere I go,” said Rani.

Additionally, small businesses have started utilising social media as a cheap and targeted means of advertising for their customers in the absence of in-person interactions. In fact, from our own surveys, we found that beauty-preneurs were finding new ways to do business from home during the pandemic. They had started using digital media to spread awareness about their own business and to upskill themselves on current make-up trends. 

Asha, one such beauty-prenuer, talked about how she uses Instagram actively to market her parlour to ladies in and around her village. She was amazed at how easily and economically the platform allows her to attract customers by using hashtags and images. For these women, the freedom to market and attract customers on Instagram has given them the kind of outreach that would have been impossible without spending money.

QR Codes for payments apps displayed at a grocery store in Katni, Madhya
Pradesh in India.

Beyond the livelihood discourse, the availability of banking services over digital platforms has reduced the need to visit banks in real-time and the option to pay bills online has also brought about ease of payments. On the one hand, while these restrictions resulted in unimaginable distress for the socio-economically vulnerable, it also forced them to adopt digital technology to navigate day-to-day activities. 

This shift is illustrative of the evolution of digital technologies beyond their conventional use for just communication in Indian society. For example, Uma and Jitubhai from our farmer cohort in Gujarat — post lockdown in 2020 — were hesitant to leave their farm to go to crowded towns for business transactions, for fear of contracting the virus. On a typical day, Uma travelled 100 kilometres to reach the nearest bank to make deposits; Jitubhai would spend an entire day at the electricity office, waiting in line to complete the paperwork for his bills. The pandemic forced them to find new ways to accomplish these tasks and led them to experiment with UPI digital banking, where basic banking services could be conducted at any location, with the tap of a finger. Uma now requests money from sellers for her farm produce through an online payment linked to her bank account and Jitubhai found a way to digitally pay all his bills. For both Uma and Jitubhai, the year forced them to adopt new ways of managing their daily activities and in turn, has resulted in saving time as well as ensuring safety for them and their families by limiting human contact. 

In addition to convenience, many beauty-preneurs report that the notion of not having to physically carry around cash provides psychological comfort and safety. Meena, for example, explained that women in her neighbourhood don’t like walking around with cash because they fear they might get robbed. For them, knowing that their cash is accessible in their digital bank account, while not being at risk of theft is a new concept that increases their trust in digital banking. 

Many from socio-economically vulnerable communities have displayed astounding resilience in reclaiming their lives and livelihoods during the Covid-19 crisis. However, the adoption of the digital mode has not been uniform in and around the country and there continues to be apprehension towards digital technologies. As the KPMG survey demonstrated, while 8% of the respondents claimed that they were comfortable with exclusively using digital methods of payment, a slightly larger percentage (11%) reported that they would prefer to use cash exclusively over digital modes of payment. The latter statistic is illustrative of the lack of accessibility to digital mediums for all. The overwhelming critique of online education as an exclusive space and the inaccessibility of digital vaccine registration for some, demonstrates that a digital divide still exists in India. Not only is there lack of access to digital gadgets, but also limited access to the internet, which is a necessity for most Indians today. 

While accessibility presents a huge issue, lack of trust in digital technologies has also impacted digital attitudes in India. This stems from a lack of knowledge about how digital technologies work and/or from concerns over privacy of one’s personal and financial information. Therefore, we are witnessing a paradoxical case of accelerating digitization with a digital divide that can only be bridged by improving accessibility, transparency and by raising awareness.

It cannot be denied however, that in a lot of ways, the very understanding of technology has catalytically advanced during the pandemic for many Indians — from being a mobile device to an internet portal, to a marketing outlet, to a channel for teaching and banking. It has contributed to efficiency,  ease of doing business and the provided the unique opportunity to expand one’s skills for both livelihood and leisure enhancement.

While urgent and pressing issues of financial literacy and digital privacy remain, Leelabai, a member of our farmer cohort, gives us hope about the potential of India’s digital transformation: “Internet penetration will be everything for the women in my village. Especially those who were always constrained by their domestic duties. I can’t wait to see those women have the same freedom and access to the world as their husbands.”

REVIVE Alliance is a blended finance platform, created by Samhita-CGF, in partnership with United States Agency for International Development (USAID), Michael & Susan Dell Foundation (MSDF), Omidyar Network India, British High Commission New Delhi and United Nations Development Programme (UNDP). In collaboration with companies, foundations and social organisations, REVIVE identifies deserving informal sector workers and micro-entrepreneurs who have been affected by the pandemic, and provides holistic support to aid their recovery, build their resilience and invest in their long-term growth. The stories in this article have been borrowed from our qualitative interviews with recipients from different cohorts to present on-ground insights on the adoption of digital technologies in their communities.