Amazon India has signed a Memorandum of Understanding (MoU) with the Army Women’s Welfare Association (AWWA) to expand entrepreneurship opportunities for women from Army families across India. The partnership, announced on Friday at Amazon’s annual ElevateHER event in Bengaluru to mark International Women’s Day 2026, aims to help hundreds of AWWA-registered women entrepreneurs
launch and grow businesses on Amazon.in by 2029.
Under the agreement, women including spouses of serving Army personnel, veterans’ spouses, Veer Naris and widows will receive structured onboarding and training to help them start selling on Amazon’s marketplace. The collaboration will also provide access to Amazon’s fulfilment and logistics network and product visibility through the Amazon Saheli storefront, enabling participants to reach customers nationwide and build sustainable income streams.
Every entrepreneur joining the Amazon Saheli program will receive training in key aspects of online selling such as inventory management, marketplace best practices and delivering strong customer experiences. The program also provides support for product photography and cataloguing, along with analytics tools and business reports that help entrepreneurs make informed decisions and strengthen their brands.
Mrs. Sunita Dwivedi, President AWWA, said, ““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.”
Deepti Varma, Vice President, PXT, Amazon Stores India, Japan and Emerging Markets, added, “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.”
The announcement was made during ElevateHER 2026, which brought together more than 150 women professionals and leaders for discussions on career growth. The event featured small-group mentoring sessions led by Amazon leaders on artificial intelligence, fintech and emerging technologies, along with a fireside chat titled “Navigating Career Resilience” featuring actress and screenwriter Kalki Koechlin and Deepti Varma. A workshop on financial independence was also conducted by fintech entrepreneur Aly Hajiani, popularly known as ThatCreditCardGuy.
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