Women Entrepreneurs Fuel ₹28,000 Crore Boom as Womaniya Initiative Reshapes Public Procurement Landscape

Transforming Market Access: The Role of GeM and Womaniya​

The Government e Marketplace (GeM) has cemented its position as a crucial digital hub, facilitating the end-to-end procurement of goods and services for Central and State bodies. Launched in 2016, this platform operationalized a vision of "Minimum Government, Maximum Governance" through paperless and cashless transactions. Recognizing the need to integrate diverse suppliers, the Government introduced the Womaniya Initiative on GeM in 2019.

This focused initiative was designed to address market access constraints specific to women-led micro and small enterprises (MSEs) and Self-Help Groups (SHGs). Womaniya provides a dedicated digital interface to connect these producers directly with government buyers nationwide.

Structuring Opportunity: Product Segments and Digital Infrastructure​

Womaniya groups product segments where women's established production capabilities are strongest. These curated storefronts on GeM make sourcing easier for government departments and PSUs. Key product categories covered include handicrafts, handloom textiles, jute, coir, and items for home décor and office furnishing.

The process is built on robust digital standards. Women MSEs undergo onboarding using Udyam verification, ensuring a standardized and transparent catalog listing for every product. This uniformity allows for straightforward comparison and evaluation by bulk government buyers.

Scaling Impact: Womaniya's Economic Footprint in FY 2025-26​

The measurable impact of the Womaniya initiative shows a significant acceleration in organized public sector participation. In Fiscal Year 2025-26, the initiative saw over 2.1 lakh women MSEs registering their presence on GeM. These enterprises facilitated a total order volume reaching 13.7 Lakh units.

Crucially, the economic scale highlights a major market penetration. Contracts awarded to women MSEs reached a substantial value of ₹28,000 crore, marking a 27.60% growth over the preceding year. This performance resulted in 5.6% of GeM's total awarded order, significantly surpassing the mandated 3% procurement target.

Strengthening Inclusion Through Digital Procurement Ecosystems​

The success of Womaniya is underpinned by a supportive ecosystem, complementing the broader SWAYATT (Startups, Women & Youth Advantage Through e-Transactions) programme. This framework ensures that marginalized communities, including SHGs, can easily access large-scale government markets.

The digital structure guarantees process transparency, handling everything from bidding and order placement to acceptance and final payments. Furthermore, GeM supports the initiative through continuous capacity building, including onboarding workshops and buyer-seller meet programs across different states.

Womaniya as a Pathway to Economic Independence​

By channeling direct demand from government bodies, the Womaniya initiative converts inherent local production strengths into formal, scalable enterprise participation. It mitigates the historical reliance on intermediaries, fostering a direct buyer-seller relationship.

Ultimately, the Womaniya portal transcends its identity as merely a procurement channel. It functions as a critical enabler, building capacity and creating visible demand. This model ensures that public spending directly contributes to the economic independence and broader representation of women-led enterprises across India.