UAE-based Etisalat Group launched an initiative to encourage entrepreneurship and financial autonomy for women in rural African communities, through its Moov subsidiaries in Benin and Togo.

The ‘Weena’ initiative involves equipping local women by providing them with micro-loans and training them to start businesses distributing Moov services in their communities.

Weena agents support the women by providing a tailored value proposition including relevant value added services and an innovative rewarding scheme through cash bonuses delivered directly to a mobile saving account that can be used exclusively for buying selected goods.

This mechanism is leveraging on Etisalat’s mobile commerce platform Flous and its entire ecosystem.

Essa Al Haddad, chief regional officer, said: “This initiative is spreading the benefits of mobile technology, raising standards of living and encouraging commerce all at the same time.

“By creating innovative products and services and delivering them in original ways, Etisalat is strengthening the social fabric and increasing the prosperity of the communities it serves.”

Successful Weena agents also receive virtual money in a community saving account that can be used for projects towards their community under their management and in co-operation with Moov.

The initiative was introduced by the group following its win of the mWomen Innovation Fund Grant from the GSMA, a global trade association that represents the interests of mobile operators.

“By targeting women in rural communities, we are helping to empower a group that can become a powerful agent of economic and social development,” Al Haddad said.

“The initiative provides training, encourages new behaviour and puts women at the heart of managing their communities.” - TradeArabia News Service