Bengaluru, Karnataka, 6th of March, 2026 : On the occasion of International Women’s Day 2026, Amazon India today announced a Memorandum of Understanding (MoU) with the Army Women’s Welfare Association (AWWA) to expand entrepreneurship opportunities for women from Army families. The MoU, announced at Amazon’s annual ElevateHER event, will enable hundreds of registered AWWA women entrepreneurs — including Spouses of Army Personnel, Spouses of Veterans, Veer Naris and Widows — to launch and scale their businesses on Amazon.in by 2029. As part of the MoU, Amazon will provide structured onboarding and training on e-commerce and marketplace best practices. AWWA entrepreneurs will also gain access to Amazon’s fulfilment and logistics network, along with visibility of their products through the Amazon Saheli storefront. Together, this support will enable women from military families to build sustainable income opportunities by reaching customers across India.
Every entrepreneur who joins the Amazon Saheli program receives structured onboarding and ongoing support to help them build their business on Amazon.in. Training sessions cover key aspects of selling online, including inventory management and delivering a strong customer experience. In addition, the program offers assistance with product photography and cataloguing, along with access to analytics tools and business reports that support informed decision-making. Together, these capabilities enable women entrepreneurs to focus on product innovation and strengthening their brands.
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.”
More about ElevateHer 2026: ElevateHER 2026 brought together women professionals and leaders for focused conversations on career growth. Amazon leaders engaged with over 150 participants in small-group mentoring sessions on AI, FinTech and emerging technologies, sharing practical insights into skills needed for high-growth sectors. The event also included a fireside chat on “Navigating Career Resilience” featuring prominent actress and screenwriter Kalki Koechlin and Deepti Varma, along with a workshop on financial independence led by fintech entrepreneur Aly Hajiani (ThatCreditCardGuy).
About AWWA
Established in 1966, the Army Women’s Welfare Association (AWWA) is an NGO and welfare organisation supporting the families of Indian Army personnel, Veer Naris, Widows, Next of Kin (NOK), and Veterans. Operating across the nation through 7 Regional and 35 Zonal AWWA Centers, AWWA works to enhance the welfare and well-being of Army families through initiatives spanning vocational training, skill development, education support, health and wellness, rehabilitation programmes for children with special needs through 32 ASHA Schools nationwide, and support for Veer Naris, Widows, and dependents, as well as entrepreneurship promotion. Through structured livelihood and capacity-building initiatives, AWWA plays a pivotal role in strengthening financial resilience and social support systems for Army families across India.
About Amazon
Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Amazon strives to be Earth’s Most Customer-Centric Company, Earth’s Best Employer, and Earth’s Safest Place to Work. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Career Choice, Fire tablets, Fire TV, Amazon Echo, Alexa, Just Walk Out technology, Amazon Studios, and The Climate Pledge are some of the things pioneered by Amazon. For more information,
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