Amazon India has taken a major step to support India’s traditional artisans, women entrepreneurs, and logistics sector by partnering with key government bodies. The e-commerce giant announced these collaborations on Thursday, just a day after pledging a whopping $35 billion investment in the country. This move aligns with India’s push for economic growth through schemes like PM Vishwakarma and programmes for women-led businesses.

The partnerships involve the Ministry of Micro, Small and Medium Enterprises (MSME), the Department for Promotion of Industry and Internal Trade (DPIIT), and Gati Shakti Vishwavidyalaya (GSV), India’s first university focused on transportation and logistics. Amazon aims to create better market access, provide training, and drive innovation. This comes amid similar commitments from global tech leaders like Microsoft, whose CEO Satya Nadella met Prime Minister Narendra Modi recently and promised $17.5 billion for AI and cloud projects.

These initiatives build on Amazon’s existing efforts, such as its Karigar programme, which helps artisans sell handmade products online. Company leaders say the goal is to support 3.8 million jobs by 2030, covering direct, indirect, seasonal, and induced employment. As India focuses on self-reliance or Atmanirbhar Bharat, such public-private ties are seen as a game-changer for small players.

Empowering Traditional Artisans via PM Vishwakarma

Under the partnership with the Ministry of MSME, Amazon will back the PM Vishwakarma Scheme, a flagship programme to revive age-old crafts. This scheme targets artisans like blacksmiths, goldsmiths, potters, carpenters, and sculptors, helping them reach wider markets through Amazon.in’s Karigar section. Artisans will get modern tools, skill training, and e-commerce know-how to compete globally.

Dr Rajneesh, Additional Secretary and Development Commissioner at the Ministry of MSME, highlighted the scheme’s role. “The PM Vishwakarma Scheme aims to strengthen India’s traditional artisans by improving access to tools, training, and markets,” he said. Many of these crafts face decline due to lack of buyers and modern skills, but platforms like Amazon can change that by connecting rural talent to urban and international shoppers.

This tie-up is part of a larger vision to preserve India’s rich heritage while boosting incomes. Over the years, Amazon’s Karigar initiative has already onboarded thousands of such workers, with success stories from states like Rajasthan and Uttar Pradesh. Now, with government support, it could scale up fast, creating livelihoods in small towns.

Scaling Up Women-Led Businesses with Saheli Accelerate

Amazon has also deepened its work with DPIIT through the Saheli Accelerate programme, expanding it from 18 to 50 women-led ventures. The focus is now on Tier-2 and Tier-3 cities, where many startups struggle for visibility and funding. These businesses will get mentoring, logistics aid, and a spot on Amazon’s platform to grow sales.

Sanjiv, Joint Secretary at DPIIT, praised the effort. “DPIIT continues to work toward strengthening India’s innovation landscape, especially among women-led businesses and young startups,” he noted. Women entrepreneurs often face hurdles like limited networks and supply chain issues, but this programme offers end-to-end help, from product listing to marketing.

India’s startup ecosystem is booming, with women at the forefront in sectors like fashion, handicrafts, and food. Amazon’s expansion here supports the government’s goal of empowering 2 crore women in self-help groups. Early participants in Saheli have reported doubled revenues, proving the model’s potential.

Revolutionising Logistics through Research at GSV

In a fresh move, Amazon signed a memorandum of understanding with Gati Shakti Vishwavidyalaya to boost research in logistics. The focus areas include railway freight corridors, multimodal transport, and tech-driven efficiency in warehousing. An Amazon Chair Professorship will be set up at GSV for data-led studies.

Prof Manoj Choudhary, Vice Chancellor of GSV, welcomed the partnership. “Our collaboration with logistics leader Amazon India brings valuable industry insights that will help informed planning, design, and innovation across logistics and transportation,” he said. India’s logistics costs are high at 14% of GDP, compared to 8% in developed nations, so such research could cut delays and expenses.

Amazon’s vast network gives real-world data for academics to analyse, leading to smarter policies under the PM Gati Shakti plan. Samir Kumar, Country Manager of Amazon India, summed it up: “We are committed to working closely with these Government of India institutions to support artisans, entrepreneurs, and the evolving logistics ecosystem.”

These partnerships mark a new chapter in India-US tech ties, blending Amazon’s scale with government vision. As the company eyes deeper roots, it could transform lives from villages to highways.

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