Deadline: 19-Feb-2026
UNICEF’s Generation Unlimited (GenU), through YuWaah, is partnering with India’s Ministry of Rural Development (MoRD) to scale women-led digital and retail enterprises in five Indian states. The initiative strengthens “Computer Didi” and “Didi Ki Dukaan” models under the National Rural Livelihoods Mission (NRLM) to enhance rural livelihoods, digital inclusion, and women’s entrepreneurship. The collaboration aligns with the Government of India–UNICEF Country Programme (2023–2027) and aims for long-term institutional scale-up.
Overview of the Initiative
The UNICEF-led Generation Unlimited (GenU) partnership, implemented in India through YuWaah, is expanding women-led digital and retail enterprises across rural India.
This initiative is being carried out in collaboration with the Ministry of Rural Development (MoRD) to strengthen rural livelihoods, promote entrepreneurship, and enable economic self-reliance for young rural women.
The program operates in five states:
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Andhra Pradesh
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Madhya Pradesh
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Odisha
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Jharkhand
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Rajasthan
The intervention integrates women-led enterprises within the National Rural Livelihoods Mission (NRLM) framework to ensure sustainability, scalability, and government ownership.
Key Entities Involved
1. Generation Unlimited (GenU)
Generation Unlimited is a global multi-stakeholder platform initiated by UNICEF.
It aims to expand access to:
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Skill development
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Employment opportunities
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Civic participation
for young people worldwide.
2. YuWaah (India Chapter of GenU)
YuWaah represents GenU in India.
YuWaah acts as a connector between:
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Government ministries
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Private sector partners
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Civil society organisations
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Academic institutions
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Youth networks
It funds, pilots, and scales youth-focused solutions that support the transition from learning to livelihoods.
3. Ministry of Rural Development (MoRD)
Ministry of Rural Development leads rural development policies and programs, including the National Rural Livelihoods Mission (NRLM).
4. NRLM & SRLM
National Rural Livelihoods Mission (NRLM) is the Government of India’s flagship program for poverty alleviation through women’s self-help groups.
State Rural Livelihood Missions (SRLMs) implement NRLM at the state level through:
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Self-Help Groups (SHGs)
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Cluster Level Federations (CLFs)
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Community institutions
What Are “Computer Didi” and “Didi Ki Dukaan”?
Computer Didi
“Computer Didi” enterprises are women-led digital service centres in rural areas.
They provide services such as:
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Digital documentation support
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Online form filling
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Government scheme applications
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Basic digital literacy services
This improves digital inclusion and creates income opportunities.
Didi Ki Dukaan
“Didi Ki Dukaan” is a women-run rural retail enterprise model.
These shops:
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Offer essential goods and services
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Strengthen last-mile delivery systems
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Improve access to affordable products
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Create local entrepreneurship ecosystems
Both models promote women-led micro-enterprises under structured NRLM systems.
Objectives of the 2025 Expansion Phase
A Statement of Intent signed on 26 March 2025 between MoRD and UNICEF formalized this collaboration.
The key objectives include:
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Strengthening and stabilising existing Computer Didi and Didi Ki Dukaan enterprises
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Standardising operations through comprehensive SOPs
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Establishing 350 additional Didi Ki Dukaan units
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Integrating digital platforms like YouthHub into district workflows
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Building capacity of MoRD and SRLM officials
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Ensuring government-led scale and sustainability
Currently supported enterprises include:
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100 Computer Didi units
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250 Didi Ki Dukaan units
The next phase expands institutional ownership across block, district, and state levels.
Digital Platforms Supporting the Initiative
YouthHub
YouthHub is a digital platform developed under YuWaah to:
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Connect youth to opportunities
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Provide career pathways
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Offer digital skill-building resources
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Facilitate employment linkages
Passport to Earning
Passport to Earning enhances:
Integration of these platforms strengthens digital entrepreneurship ecosystems.
Who Is Eligible?
The initiative primarily benefits:
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Young rural women
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Members of Self-Help Groups (SHGs)
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Women under NRLM-supported institutions
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Rural youth seeking digital or retail entrepreneurship
Eligibility is generally determined by:
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SHG membership
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Participation in NRLM structures
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Location within participating states
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Willingness to operate an enterprise
State Rural Livelihood Missions guide selection and onboarding.
How the Initiative Works (Step-by-Step)
Step 1: Identification
SRLMs identify eligible SHG women interested in entrepreneurship.
Step 2: Training & Capacity Building
Participants receive:
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Enterprise management training
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Digital literacy training
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Retail operations guidance
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Access to SOPs
Step 3: Enterprise Setup
Support includes:
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Operational framework
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Standardisation guidelines
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Integration into NRLM systems
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Access to digital platforms
Step 4: Monitoring & Integration
Enterprises are embedded into:
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Block-level governance structures
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District workflows
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State-level oversight systems
Step 5: Scale & Sustainability
Government-led institutional ownership ensures long-term scaling.
Why This Initiative Matters
1. Women’s Economic Empowerment
It strengthens financial independence among rural women.
2. Digital Inclusion
It bridges the rural digital divide by creating last-mile service points.
3. Sustainable Livelihoods
By embedding enterprises within NRLM systems, the model ensures sustainability.
4. Systemic Scale
Institutional integration allows replication across states.
5. Alignment with National Strategy
The initiative aligns with the Government of India–UNICEF Country Programme 2023–2027.
Common Mistakes or Challenges in Rural Enterprise Programs
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Lack of standard operating procedures (SOPs)
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Weak integration into government systems
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Insufficient training
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Poor monitoring and evaluation mechanisms
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Limited digital adoption
This initiative directly addresses these gaps through structured institutional integration.
Frequently Asked Questions (FAQs)
1. What is Generation Unlimited (GenU)?
Generation Unlimited is a global UNICEF-led partnership focused on improving education, employment, and entrepreneurship opportunities for young people.
2. What role does YuWaah play in India?
YuWaah represents GenU in India and connects government, private sector, and civil society to scale youth employment and entrepreneurship solutions.
3. What is the purpose of Computer Didi enterprises?
Computer Didi enterprises provide digital services in rural areas while creating income opportunities for women.
4. What is Didi Ki Dukaan?
Didi Ki Dukaan is a women-led rural retail enterprise model that strengthens local economies and supply chains.
5. Which states are part of this initiative?
The program operates in Andhra Pradesh, Madhya Pradesh, Odisha, Jharkhand, and Rajasthan.
6. How many enterprises are currently supported?
Currently, 100 Computer Didi and 250 Didi Ki Dukaan enterprises are supported, with plans to establish 350 additional units.
7. How does this initiative ensure sustainability?
By integrating enterprises into NRLM systems and building government capacity at block, district, and state levels.
Conclusion
The UNICEF-led Generation Unlimited initiative, implemented in India through YuWaah in partnership with the Ministry of Rural Development, represents a structured and scalable approach to rural women’s entrepreneurship.
By strengthening Computer Didi and Didi Ki Dukaan enterprises within the NRLM framework, the program combines digital inclusion, retail entrepreneurship, and institutional integration to drive sustainable rural livelihoods.
With strong government alignment, defined SOPs, digital platforms, and long-term scale mechanisms, this initiative sets a replicable model for women-led rural enterprise development in India.
For more information, visit UN Partner Portal.
The post Call for Expression of Interest: Women’s Digital Entrepreneurship & Livelihoods (India) first appeared on fundsforNGOs.
