National: Magic Bus India Foundation, in partnership with AU Small Finance Bank (AU SFB), India’s largest small finance bank, has successfully empowered 320 women to launch micro-enterprises across 49 villages in Rajasthan and Madhya Pradesh through the AU Udyogini programme in FY 2024–25.
Rooted in the belief that women from underserved communities, when equipped with the right skills, resources, and opportunities that enhance their agency, can be powerful drivers of economic change, the AU Udyogini programme has enabled a transformative shift from aspiration to enterprise, and from dependency to financial autonomy.
Key Highlights
- 320 active women-led micro-enterprises were launched after acquiring life and leadership skills and entrepreneurship development training.
- Women from over 150 Self-Help Groups (SHGs) have been linked with our programme.
- Each entrepreneur received ₹12,500 in stock as business support, aligned with the nature of their business.
- Operational in 49 villages across two States.
The programme has created significant socio-economic ripple effects. Around 70 per cent of the entrepreneurs have reported a monthly income increase of ₹3,000 to ₹7,000, enhancing their household stability. All participants now operate through personal bank accounts, which has strengthened their financial autonomy. Over 100 women are actively using digital tools such as UPI and mobile apps to manage and grow their businesses. Every entrepreneur has also reinvested her profits, highlighting the programme’s focus on sustainability.
These businesses span a wide range of sectors, including tailoring, packaged foods, dairy, beauty services, kirana stores, tiffin services, dry-cleaning, earthen pots, and more, underscoring both local demand and the adaptability of rural women entrepreneurs.
Sanjay Agarwal, Founder, MD & CEO, AU Small Finance Bank said, “At AU Small Finance Bank, we believe that empowering women is fundamental to building resilient communities and we have been consistent in our efforts since 2018. The AU Udyogini programme is a testament to our commitment to fostering entrepreneurship and financial inclusion. This strategic programme is not limited to an individual entrepreneur, but it expands the ecosystem to support financial independence, self-reliance and economic diversification for women, with access to resources, training and financial literacy. Through our dedicated commitment, we have proudly supported women in establishing successful businesses across 55 diverse trades.”
Jayant Rastogi, Global CEO, Magic Bus India Foundation, said, “Through our partnership with AU Small Finance Bank, we are creating pathways for women from peri-urban and rural regions to emerge as entrepreneurs and leaders within their communities. By equipping them with entrepreneurial and leadership skills and access to resources, we are increasing India’s female labour force participation rate, fuelling grassroots innovation, and contributing to the vision of a Viksit Bharat. Every woman entrepreneur we empower becomes a catalyst for nation-building, driving change within her household and shaping the future of her community. When women thrive, communities thrive and ultimately, nations thrive.”
To ensure long-term success, each participant received intensive training in core business competencies such as financial literacy, costing, pricing, marketing, and customer service. The programme also prioritised digital empowerment, enabling women to use UPI, mobile banking, WhatsApp, and Facebook to promote and manage their businesses effectively.
Women were guided through business planning, formal registration, and local market linkages via exposure visits and Self-Help Groups. Each entrepreneur continues to receive six months of post-training mentorship and handholding support to address challenges and sustain growth.