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zero revenues as fish is a highly perishable commodity. The women fish
vendors lack access to formal credit for capital and are dependent on
informal sources of credit. Majority are not digitally empowered to use
technology to receive orders and digital payments and hence are unable
to compete with these new players. The other problem is caused due to
access to digital technology is its misuse and not knowing “what NOT to
do” and how to stay safe online and needs to be addressed. In response to
the challenges faced, Vrutti is working on empowering and building the
economic resilience of 5,000 women fish vendors.
Lack of collective action
Fish vendors are organised in market level associations that are
self-governed and look into the issues at the market place and general
welfare of the fish vendors. The gap here is that they did not have the
wherewithal and lacked collectives to face these challenges. They lack
the knowhow of the various government schemes that they can avail,
the financial services and the social security schemes that can provide a
cushion for additional capital by addressing their financial needs. Fishing
associations and collectives are male dominated and do not recognize
the unique challenges faced by women members. There is one women’s
collective in Mumbai which needs capacity building support to be able to
represent women fish vendors.
Digital and Financial Literacy
As a resource person with Vrutti, the author has worked with the
team to develop customised content on digital and financial literacy to
empower the women fish vendors with better financial planning skills
and help them overcome the fear of using digital technology. Onsite
training programs are conducted in response to the challenges faced by
the fish vendors’ ecosystem towards :
• building their capacities in better financial planning and
management skills,
• using digital technology to strengthen their businesses and
enhancement of income
• using Social media for reaching out to customers, enabling digital
payments and staying safe online
There were some women who took a lead and helped by their children
and spouses moved to rope in new customers using WhatsApp and home
delivery and their success stories became game changers for adoption of
technology by other women too.
Shift to digital payments

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