In northern Pakistan, many women are leading small businesses, but they face challenges in accessing secure payment systems that could help their businesses grow. In areas like Gilgit-Baltistan, where traditional banking services are limited, digital financial services can play a key role in supporting these businesses.
JazzCash has stepped in to help by offering training programs in Shigar and Khaplu, focusing on digital payments and financial literacy for women entrepreneurs.
One success story is Mariyum Batool Annie, the first female entrepreneur in Gilgit-Baltistan to open a fully equipped beauty salon. In addition to her salon, Mariyum also started her own fashion brand, Gul Khatoon. She shared, “My journey has been full of challenges, especially in managing payments and cash transactions. JazzCash has made this process easier for me and other women in the region.”
Before using JazzCash, Mariyum had to handle large amounts of cash, which posed security risks. Now, with JazzCash, she can send and receive payments anytime, anywhere, without the need for physical cash.
Another woman, Nargis from Skardu, makes organic apricot jam and has also started using JazzCash for her business. She said, “I’m grateful to JazzCash for helping us make online transactions and grow our businesses.” Like Mariyum, Nargis recently received financial literacy training to better manage her business.
JazzCash has set a goal to increase its female customer base to 50% and onboard 300,000 women entrepreneurs by 2027. The company has already grown its female customer base from 17% to 30% in recent years. This effort highlights JazzCash's commitment to promoting digital inclusion and empowering women to unlock new business opportunities.
