Two-day festival celebrates women’s entrepreneurship in Pakistan amid economic inclusion challenges

women entrepreneurs display stalls at the Islamabad Women Gala 2024 in Islamabad, Pakistan on March 9, 2024. (AN Photo)

• The festival began a day after International Women’s Day to honor female workers earning livelihoods for their families
• Islamabad Women Gala 2024 has brought together home-based artisans who mostly rely on online marketing to sell products

ISLAMABAD: A large number of women entrepreneurs and home-based artisans have gathered in Pakistan’s federal capital to participate in the colorful two-day Islamabad Women Gala 2024, which is scheduled to conclude later today on Sunday evening.
The festival, which began the day after International Women’s Day, is organized to honor female workers who frequently face challenges in pursuing their professional aspirations and earning livelihoods for their families due to social constraints.
Hundreds of families were drawn to Lok Virsa on Saturday, where an assortment of garments, paintings, candles, jewelry, and furniture was displayed.
Speaking to Arab News, women entrepreneurs maintained the event provided a valuable platform to broaden their customer base.
“These events are very important when you are a woman entrepreneur and you are working from home,” Amber Fatima, a print designer, said. “The thing is that you get to know your market when you go to such type of exhibitions. You understand the customers, you understand what pricing you should be doing.”
Many participants, running small businesses, highlighted their reliance on online platforms for marketing.
“I don’t have a team, I don’t have a warehouse,” Maryam Ashraf, who sells candles and clothes, informed while describing the handling of her online presence as the biggest challenge.
However, she expressed satisfaction with her festival participation, which significantly boosted her customer outreach.
The gala features over 130 vibrant stalls managed by women entrepreneurs from diverse ages and economic backgrounds.
Some, like Aliya Ahsan, a former educator, embarked on entrepreneurship after leaving previous jobs or retiring.
“I learned this [candle-making] online during the coronavirus pandemic,” she told Arab News. “And I’m feeling very happy that I’m not wasting time.”
“Children have grown up,” she continued, “so now I feel that I have time and I should not waste it.”
According to Kaarandaz, a Pakistani non-profit organization, over 50 percent of women-led businesses are unregistered and face the growth and scaling challenges.
The 2022 Global Gender Report also reveals that women suffer from economic under-participation, and only 4.5 percent of them can be seen in the top corporate or legislative roles in Pakistan.
Many participants of the festival said they enjoyed running a small business as it made them financially independent and gave them an identity.
“The advantage of setting up business is that you become independent,” said Saeeda Tasleem who is in the garment business for 25 years. “You can buy anything of your own choice.”