Womaniya on GeM opens government procurement market to women entrepreneurs

NEW DELHI: The Womaniya Initiative is steadily reshaping how women entrepreneurs access government markets, with over 2.1 lakh women-led micro and small enterprises now registered on the Government e Marketplace.

Launched in 2019 under the Ministry of Commerce and Industry, the initiative enables women entrepreneurs and self-help groups to sell directly to government buyers through a dedicated digital interface, cutting through traditional barriers such as limited market access and reliance on intermediaries.

Public procurement has long been one of India’s largest organised markets. With the rise of GeM, a fully digital, paperless and cashless procurement platform, the system has become more transparent and accessible. Womaniya builds on this foundation by creating a focused pathway for women-led enterprises to participate in government supply chains.

The scale of participation is already notable. In FY 2025-26, women entrepreneurs on GeM secured an order volume of 13.7 lakh, with contracts worth over Rs 28,000 crore awarded to women-led businesses. This accounts for 5.6 per cent of total procurement on the platform, comfortably exceeding the mandated 3 per cent target.

The initiative focuses on product categories where women entrepreneurs already have a strong presence, including handicrafts, handloom textiles, coir products, home décor and office accessories. These are grouped under curated storefronts, making it easier for government departments to discover and procure from women-led suppliers.

Beyond listings, Womaniya is also about capability building. Entrepreneurs are onboarded digitally through Udyam verification, supported by training workshops, buyer-seller meets and vernacular outreach programmes. The platform ensures standardised cataloguing, transparent bidding and time-bound payments, which are critical for small businesses operating with limited capital.

The initiative works in tandem with SWAYATT, a broader programme aimed at improving access to public procurement for startups, women, youth and marginalised groups. Together, they form a wider push towards inclusive economic participation.

At the grassroots level, self-help groups continue to play a vital role. With over 10 crore women mobilised into lakhs of SHGs nationwide, the pipeline of potential entrepreneurs is steadily expanding, strengthening the ecosystem further.

What began as a targeted inclusion effort is now evolving into one of the country’s largest organised procurement channels for women-led enterprises. By linking digital infrastructure with on-ground mobilisation, Womaniya is not just opening doors, it is helping women walk confidently through them into formal economic participation.