Over the past three years, the company has partnered with nonprofit organisations, including ACCESS Development Services, Gramin Vikas Evam Chetna Sansthan (GVCS) and Mann Deshi Foundation, across Delhi NCR, Rajasthan and Maharashtra. The programmes have been funded through American Express’s India Corporate Social Responsibility (CSR) grants.
Each initiative has been designed to address the specific needs of the communities it serves, focusing on practical training, access to relevant resources and market readiness.
“Micro-entrepreneurs and artisans are an important part of their local communities, and having the right skills, digital capabilities and connections can open up new opportunities,” said Sanjay Khanna, CEO and Country Manager, American Express, India.
“By working with nonprofit organizations that understand these communities, we’re helping entrepreneurs build practical capabilities to strengthen their businesses, reach new markets and build for the future,” he added.
In Delhi NCR, ACCESS Development Services is helping micro-entrepreneurs develop business skills and gain a better understanding of relevant government programmes and schemes. Participants receive guidance on available resources, subject to applicable eligibility criteria, along with capacity building and mentoring in entrepreneurship, product quality, branding, packaging and marketing.
The initiative focuses on equipping entrepreneurs with practical knowledge and helping them identify resources that can support their business development.
In Rajasthan’s Barmer district, Gramin Vikas Evam Chetna Sansthan (GVCS) is working with artisans to combine traditional craft skills with contemporary design and business capabilities.
The programme engages artisans involved in embroidery, appliqué work and Ajrakh printing, providing training in contemporary design, digital and financial literacy, entrepreneurship, pricing, packaging, quality control and market readiness.
The initiative seeks to help artisans adapt their traditional skills to changing consumer preferences, product requirements and business practices while exploring opportunities to reach broader markets.
Mohini Devi, an appliqué and cutwork artisan from Barmer district in Rajasthan, has been practising these traditional crafts for many years. Through the programme, she received training in design, entrepreneurship and financial literacy.
“Applique and cutwork are not just crafts. They are my identity and our family’s heritage. The project taught me how to preserve our traditions while creating products that appeal to today’s customers. I now manage customer orders and sales and have seen improvements in my earnings, helping me better support my family’s needs and my children’s education,” said Mohini Devi.
In Maharashtra, Mann Deshi Foundation is helping micro-entrepreneurs prepare to participate in digital commerce through onboarding onto the Open Network for Digital Commerce (ONDC).
The programme provides training and mentoring in product quality, packaging, branding, applicable business requirements and financial readiness. These efforts are intended to help entrepreneurs prepare their businesses for digital commerce and explore opportunities beyond their traditional local markets.
“For many micro-entrepreneurs, building a business beyond their local market can feel like a big step. Digital commerce can open up new possibilities, but entrepreneurs also need the right skills and support to make the most of them,” said Chetna Sinha, Founder, Mann Deshi Foundation.
“Through this program, we’re helping entrepreneurs strengthen everything from product presentation and packaging to financial and digital readiness, so they can participate more confidently in new market opportunities,” she added.
Through its partnerships with ACCESS Development Services, GVCS and Mann Deshi Foundation, American Express is supporting programmes that combine business training, digital capabilities, access to resources and market readiness for micro-entrepreneurs and artisans across Delhi NCR, Rajasthan and Maharashtra.
The initiatives are designed to help more than 7,500 participants strengthen their businesses, build on traditional skills and pursue new market opportunities.
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