Mobitel joins RUEDA

In pursuit of reiterating its commitment in serving women at the bottom of the pyramid, inline with the global "mWomen" initiative by the GSMA Development Fund, Mobitel, embarked on another journey to provide women an opportunity for livelihood. The programme enables women that have been selected through, the Ruhuna Economic Development Agency (RUEDA), a foundation working together for the local development of Sri Lankans in the Southern Province, to act as WCCP's - Women Community Communication Promoters of Mobitel.

Training for the selected women will be provided through the Mobitel dealer-training programme and will permit them access to a new line of income. As a pioneering next step, Mobitel intends to introduce an IVR that will facilitate the dissemination of useful tips and information to compliment the commonly practised livelihoods amongst women entrepreneurs in the region. The voice recording will educate the women on their respective fields thereby facilitating further opportunity for their economic growth.

In the powerful words of Cherie Blair, founder of the Cherie Blair Foundation for Women "helping women to make the most of their economic potential is vital in tackling global poverty and inequality." Most women in Sri Lanka have embraced poverty, due to inherent reasons that can only be elevated through financial inclusion. However, poor and marginalized women in Sri Lanka have very restricted economic opportunities. With unequal access to formal and higher education, most women are snared in income generating activities, which yield very low returns on their labour.

Sri Lanka Telecom Mobitel Director Anoma Laphir said "It is vital to comprehend the difference we can make in the world by empowering women. In REUDA, we have found a like-minded partner and together we hope to inspire change that will revive an economic revolution. As women are the live wires of our country, when we invest in them, everyone wins, the community, the economy, and the nation."

Functioning as a Local Economic Development Agency, RUEDA's financial backbone is supported by the United Nations Development Programme.

RUEDA Chairman Azmi Thassim said, "RUEDA, exists as a public-private partnership mechanism for promoting and facilitating local economic development [LED] initiatives in the Southern Province. As such we consider it both a privilege and honour to have the opportunity to join with Mobitel, in empowering the lives of Sri Lankan women in the Southern Province. Through this partnership, RUEDA expects to broaden the existing income of the potential women entrepreneurs and make new avenues for income generation for uplifting their living standards. We consider this as a new operation of RUEDA and believe that we could produce micro enterprises for women that provide them with a sustainable source of income through this initiative."