WOMEN LED DIGITAL FINANCIAL INCLUSION AND ENTREPRENEURSHIP
WOMEN LED DIGITALFINANCIAL INCLUSION ANDENTREPRENEURSHIPLEARNING NOTEAuthorsKanika Joshi, Research Manager, LEAD at Krea UniversityShruti Sheopurkar, Research Associate, LEAD at Krea University
About the studyThis formative study was undertaken by LEAD at KreaUniversity and supported by Nearby Technologies Pvt.Ltd. (PayNearby)1. As part of LEAD’s strategic vision topromote women entrepreneurship through an evidencebased approach, the formative study explored women’sparticipation in the economy, and how digital and financialinclusion can empower women by providing them a sourceof livelihood and supplemental income streams. The studyaimed to look at the landscape for women-led digitaland financial inclusion from the lens of entrepreneurshipand capture granular perspectives of women groups.Insights from the study will be used to develop targetedinterventions that can be tested in collaboration withindustry partners.About LEAD atKrea UniversityLEAD (formerly IFMR LEAD) is an action-oriented researchcentre of IFMR Society (a not-for-profit society registeredunder the Societies Act). It leverages the power of research,innovation and co-creation to solve complex and pressingchallenges in development. LEAD has strategic oversightand brand support from Krea University (sponsored byIFMR Society) to enable synergies between academia andthe research centre.LEAD has extensive institutional experience in cultivatingstrategic research partnerships, creating knowledgeplatforms, and managing complex programs in its areas ofexpertise - financial inclusion, MSME & entrepreneurshipdevelopment, governance, and health systems. Since2005, the centre has been at the forefront of developmentresearch and programming in India, and has managed aportfolio of over 200 projects in collaboration with over300 academics, governments, NGOs and private sectororganizations from across the globe.PayNearby is a DIPP Certified Fintech Company registered under The Startup India program of Governmentof India, set up in April 2016 by a team of professionals with experience in Digital Banking and Paymentsindustry PayNearby operates a B2B2C model, and seeks to work with interested women groups and helpthem get their business online, reach a wider audience and expand their earnings by offering granular financialservices.1
AcknowledgementsThe authors would like to thank and acknowledge thesupport of Bhavin Khona, Abhijith Shetty, Manish BihariSharan, Garima, and Madhura Auddy. Special thanks toDiksha Singh for her editorial reviews and feedback, JohnArun and Anand Kumar Bajaj for their consistent support,leadership and encouragement, and to Allan Macdonaldfor his contribution in the design of the report. The authorswould like to thank the PayNearby team for sharing insightsfrom market surveys conducted by them in the past, andfor agreeing for a potential collaboration for the proposedFinTech interventions as part of their Digital Naari Program.
Contents1.Introduction62.Research and learning questions83.Insights3.1Profiles of women based on the formative study3.2Motivators and drivers of mobile phone utilization89114.Recommendations13Appendix: Approach15References16
1IntroductionIn the past few years, India has witnessedan explosive growth in mobile phonepenetration coupled with increasing accessto internet and internet-based services.Mobile phone ownership, and smartphoneownership in particular, enables individualsto access a wide range of products andservices that can add value to their lives.Mobile phones can open up newavenues for people and advance socioeconomic well-being, by facilitating betterconnectivity, access to agricultural andhealth services and job markets, andlinkages with formal financial services.One of the key areas in which mobileinternet has shown promise is women’ssocial and economic empowerment.Studies on mobile phone usage in lowand middle income countries have foundthat access to mobiles help women stay intouch with friends and family, and mitigatewomen’s fear of isolation, loneliness andboredom by helping them cope betterwith low mobility due to social andcultural norms and living away from theirfamily members and friends (Frissen 1995,Rakow 1998). This effect can be larger incommunities where women’s status is lowerand they face more significant barriers tocommunication. Features like portability,text messaging, data downloading, andstreaming media may also give themaccess to life enhancing services suchas mobile money, educational material,and employment opportunities. Mobileapplications like Mobile Financial Services(MFS) and e-commerce stores can alsohelp optimize time use and reduce costsassociated with domestic responsibilities.While there is growing consensus about thegains from ownership and use of mobilephones and internet, this technologyand the opportunities it unlocks havenot percolated to all segments of thepopulation. Phone ownership and levelsof digital literacy are higher among men,urban residents, and those living abovethe poverty line. Data also suggests thatwhile the levels of basic mobile activities(such as making and receiving calls) aresimilar among men and women, women’sengagement in internet-based activities(such as downloading and streamingmedia and undertaking money transfers)is significantly lower than men (FII Tracker,Wave 5, 2018).100838380Male usersFemale users5960Percentage of maleand female mobileowners by phoneactivity Use mobileinternetSource: GSMA Intelligence Consumer Survey6Downloadapps
This gender gap in mobile ownership andutilization has been widely studied and theexisting literature identifies the followingbarriers to universal mobile connectivityand digital inclusion of women.1. Affordability: Despite the availability oflow-cost devices in the market, the costof a handset is a significant expense forhouseholds at the base of the pyramid. Akey reason behind low mobile ownershipamong women is that they typicallyhave less financial autonomy than men.Hence, the cost of such technology is aneven more significant barrier to owninga mobile, especially internet enabledmobile, for women.2. Literacy, numeracy and digital skills:The digitally unconnected populationof women is disproportionately illiterateor has low levels of literacy. Women areoften less confident in independentlyacquiring the skills required to use amobile phone, and are discouraged bythe consequences of making mistakes.3. Safety and security: Women aresensitive to negative news about mobileapplications and experiences with them.The fear of losing their hard earnedmoney, a lack of confidence in settingup new technology, and anecdotes andexperiences of fraudulent activity thatled to monetary and non-monetary lossto other users lead women to questiondigital applications. Trust and reliabilityare a priority for them.On account of these barriers and factorssuch as conservative social norms andconcerns about fradulent activities a largeproportion of women, especially thosefrom low-income segments, in urban andrural areas alike, are deterred from owningand using mobile phones and mobileinternet. At the same time, there areinstances of positive deviance, with womenovercoming these barriers at various levels.The impediments faced in accessing andusing a mobile phone and mobile internethave been widely studied and improve ourunderstanding of the context of womenusers and non-users. This study aims tolook more closely at the factors that havemotivated women to overcome thesebarriers, and become digitally empoweredagents of change.7
2Research and learning questionsThis study looks closely at women from low-income households, their ownership of andinteraction with mobile phones, the various use cases they derive from the device, andthe avenues it opens up for them. Specifically, this study seeks to answer the followingresearch question:What are the drivers and motivators of mobile phone ownership and mobile internetutilization among women from low-income households?3Insights3.1Profiles of women based on the formativestudyWomen in rural, urban and peri-urbansettings alike, lead very busy lives. Acommon thread across responses fromall participants is the pattern of theirdaily routine - days begin early withhousehold chores. Among the constantjuggle between domestic responsibilitiesand livelihood activities, they typicallyhave limited time to themselves, usuallyin the afternoon. However, participantsvary widely, with respect to other aspectsof their lives. Our exploratory researchsuggests that women in this demographiccan broadly be segmented based ontheir different levels of preparedness, riskperceptions, and exposure to mobile phone.Based on these insights, we have createdthree user profiles that can be used toinform strategies for strengthening mobilephone uptake and use among women fromlow-income segments.PROFILE 1: Low preparednessBarriers to using mobile phones andapplications for these women are twofold. First, owning and using a smartphone8is a challenge for these, on account ofhigh entry costs, lack of literacy andnumeracy, and no previous exposure tosimilar technology. Second, they are unableto fully understand how mobile-basedservices work, and hence, do not see valuein such services.PROFILE 2: High aversenessThese women perceive digital applicationsto be of no use to them and also do nottrust such technology . Their opinions arelargely based on anecdotes of fraudulentactivity or bad experiences as told bypeople they know. They have a strongaffinity for the familiar, which is the statusquo.PROFILE 3: Potential adopters andpromotersThese women are enterprising, and areexcited to learn new use cases of themobile phone if they see value in it. Theyare familiar with the applications of mobileinternet. Some of these women have usedtheir phones to make online purchases,search for job notices, access educationalmaterial and undertake bankingtransactions.
Profiles of women users and non-users of mobile internet applicationsCURRENT WORK ANDLIVELIHOOD LITYEDUCATIONMetricsLow preparednessto adoptsmartphonetechnology and/orMFSHigh aversenesstowards smartphonetechnology and/or MFSPotential adopters andpromoters of smartphonetechnology and/or MFSNot all womenfitting this profileare literate, somereported lackof literacy andnumeracy. Thosewho are literate,have low levels offormal education.Women fitting this areprofile are literate andhave received someformal education. Mostof these women havingattended school upto the 5th grade, withsome having passed9th grade.Women fitting this profile aremore educated compared totheir peers. They typically havefinished higher secondary (12thgrade) or technical/college leveleducation. They also displaybasic bilingual proficiency.Some women can read Englishin addition to their regionallanguage.Report being‘burdened’ with thebulk of domesticresponsibilities.Have to take onus ofhousehold finances inaddition to domesticwork, taking care ofchildren and elderly,and helping withsmall store/farm if thehousehold has one.Domestic responsibilities areshared among householdmembers. Women fitting thisprofile report high level ofsupport from their householdmembers (parents, in-laws andpartners)Are not activemembers of SHGsor other women’sgroups.Are active membersof SHGs and savingsgroups.Connected to peers throughSHGs, savings groups, and otherwomen’s groups in which theyparticipate regularly, often inleadership roles.Those who areemployed facehigh amount ofemployment andwage uncertaintyand work largely ascasual labour.Those who areemployed are workingas casual labour.Women whosehouseholds have smallbusinesses such askirana stores often helpwith running thesestores.Seasonal, demand drivenproduction of eatables, clothes,bags, etc. produced dependingon the order. For example, somewomen reported that they werereceived orders for makingrakhis, snacks for Diwali season,etc. Some women fitting thisprofile have advanced degrees(Masters and above) and workfrom home as tuition teachers.contd. to next page9
WORK PREFERENCESAre actively lookingfor alternative and/or additional work tosupplement familyincome. Are positive,but reticently so,about investing timein further skills trainingand professionaldevelopment.Are actively looking foralternatives to labour intensivejobs that allow them theflexibility of time and decisionmaking. Show creative thinkingand entrepreneurial spirit. Areenthusiastic about undertakingskills training and willing toinvest time in professionaldevelopmentAt least onemember of theparticipant’shousehold ownsa smartphone.Women who fit thisprofile, however, donot have a smartphone, or even afeature phone, forpersonal use.At least one memberof the participant’shousehold owns asmartphone. Someown a feature phone,used for making andreceiving calls.Most women fitting this profilehave used a smartphone thatbelongs to them or a householdmember. Not all women own apersonal device, but have easyaccess to one.Low digitalliteracy. They havenever/seldomindependentlyinteracted witha smart phone.Rely on householdmembers to make/receive phone calls.Low digital literacycoupled with lack ofperceived relevanceof a smart phone. Arewary of uploadingpayment informationand personal details onmobile devices.Are connected and active onmessaging apps like WhatsApp.Some women are also usersof social networking apps likeFacebook. Comparatively higherlevel of digital literacy. Womenfitting this profile understandwhat an ‘app’ is. Some womenin peri-urban and urban areasreport making purchases onlineusing popular E-Commerceapps.Feel thatsmartphones andMFS are not for‘someone like them’.Do not see value inlearning how to usea smartphone, giventhe high cost toincome ratio.Feel that smartphonesand MFS can beaddictive and/or arisk to the individual’ssafety because ofexposure to scams andfraudulent schemes.See value in smartphonesand MFS. Are curious aboutthe opportunities that can beunlocked using this device andtechnology.DIGITAL LITERACYAre actively lookingfor casual labourwork to reduce gapsin employment andwage generation.Are not enthusiasticabout investing timein skills training.PERCEPTIONABOUTSMARTPHONESAND MFS10Potential adopters andpromoters of smartphonetechnology and/or MFSSMARTPHONEOWNERSHIPMetricsLow preparedness toHigh aversenessadopt smartphonetowards smartphonetechnology and/ortechnology and/or MFSMFS
3.2Motivators and drivers of mobile phoneutilization1. Value proposition and perception ofrelevanceThe perception that mobile would notbe relevant or helpful in one’s life canprevent non-owners from seeing thevalue for money in buying one, even ifthey can afford it. The following emergedas some features and services of themobile phone that can motivate nonusers to invest in a device.Mobile Financial Services (MFS)Women use MFS when they need tosend or receive money. However, thereis a host of use cases available on theseplatforms can add value to women’spotentially improve their quality of lifeby enabling access to other servicessuch as insurance, booking tickets,mobile recharge, bill payments and EMIpayments. Women who need to conducttransactions more frequently but do nothave a bank branch close to them standto benefit largely from these applications.Additionally, programs such as BankSakhi, women can earn a commissionbased income by conductingtransactions through their mobile phonesfor individuals in their community.Bank Sakhis can play a vital role infinancial inclusion of poor, which is akey thrust area under the National RuralLivelihoods Mission. Bank Sakhis arewomen community banking facilitatorswho facilitate last-mile access to servicessuch as bank account opening, SHGbank linkage to SHGs, credit counseling,among others.Employment opportunitiesOwning a mobile phone or having accessto a shared device in the household canimprove information flow and enablewomen to access job markets. An ILOstudy found that a significant proportionof women who are engaged in domesticduties would accept work if the work wasmade available at or near their householdpremises. 34 percent of women in ruralareas and nearly 28 percent of womenin urban areas who are solely engagedin domestic work reported that theywant to work. Among these womenwho were willing to accept work at theirhousehold premises, about 95 per centin both rural and urban areas preferredwork on regular basis. About 74 percentin rural areas and about 70 percent inurban areas preferred ‘part-time’ workon a regular basis. All these womenstand to benefit from information aboutwork opportunities, especially the onesthat allow them the flexibility to workremotely, or part time.Social networking, connectivity andmediaWomen in India, especially those whohave migrated to a new village, districtor state due to marriage, face significantbarriers in communicating with their kin.Hence they have fewer opportunities tovoice their concerns, viewpoints, ideasor plans and to form and strengthennetworks. Social networking applicationscan enable women to participate inforums where they can connect withpeers, discuss challenges, as well as learnabout solutions.2. Success stories and positive experiencesof peersPersons of trust have a large role toplay in accelerating women’s use ofmobile applications. Women tend totrust the experiences of their femalepeers, especially those from their owncommunity or village. As women supportone another and learn from their peers,they become more confident in theirown ability to successfully use mobileapplications, especially when they seethat others have had positive experienceswith this technology. It makes the11
internet less intimidating, more relevantand easier to learn, and creates a feelingthat usage is inevitable.3. Support from family and householdmembersTraditional social norms regardingwomen’s mobility and their primaryrole as family caretakers limit women’sparticipation in paid economic work.There are many official and public spacesthat are not considered appropriate forwomen to frequent, or where they feeldiscomfort. There are distances thatwomen are not expected to travel alone,and most women need permission andcooperation from family members toundertake a job or start a business, whilejuggling their domestic responsibilities.Family and household members areimportant parts of women’s socialnetworks. Securing the support of familymembers has been critical to ensuringthat women’s needs are given equalimportance. For most of the participantsin our study, acceptance and supportof their engagement in the ICT sectorby family has facilitated women’s useof mobile phones for entrepreneurshipand personal development. In addition,several women cited that their statuswithin the family has improved as a resultof their more prominent role as incomeearners.From reluctance to acceptanceThe story of Kusum - a Bank Sakhi from Dhamtari, ChhattisgarhTill a few months ago, Kusum found herself doing multiple jobs such as manuallabour and tailoring to support her family of five, while juggling household choresand looking after her children. Often, she would find herself on construction projectsaway from home in faraway villages- conflicted about giving up work to spend moretime with family.Today, as a Bank Sakhi, Kusum supplements her income from tailoring withcommission earned from facilitating mobile-based financial transactions for peoplein and around her village. Today, she confidently navigates the MFS application andconducts as many as 30 transactions daily- whether it is Aadhar-enabled banking,money transfer, recharges, bill payments, insurance and more. “My husband, hewould always try to teach me how to use his touch screen phone. I had no interestin learning how to use it”, she says. “At times, we would have fights about it- “I willnever be able to learn how to use this thing” I would think. But he did not give up onme. Every eveni
is significantly lower than men (FII Tracker, Wave 5, 2018). Percentage of male and female mobile owners by phone activity (%) Source: GSMA Intelligence Consumer Survey 100 80 60 40 20 0 83 83 59 50 43 23 32 14 Make/recieve calls Send/recieve SMS Male users Female users Use mobile internet Download apps
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4 full financial inclusion can only be achieved when the users of financial services "not only have access to a range of financial services but are able to use them regularly as well".7 Financial literacy has been recognized as a key driver for financial inclusion,8 and has been incorporated as an integral part of the financial inclusion policy agenda of many countries.
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Digital inclusion is defined in various ways and is often used interchangeably with terms such as digital skills, digital participation, digital competence, digital capability, digital engagement and digital literacy (Gann, 2019a). In their guide to digital inclusion for health and social care, NHS Digital (2019) describe digital
Chapter 3 Financial Inclusion – Conceptual and Analytical Framework 3.1 Concept of financial inclusion 17 3.2 What is financial inclusion and/or financial exclusion? 18 3.3 The role of rural banks in boosting financial inclusion and promoting access to credit facilities in unbanked locations within Ghana 20
The State of Financial Inclusion The case for financial inclusion is well known and well documented. Nevertheless much of the information on approaches to financial inclusion still lacks sex-disaggregated data, and thus maintains the prevailing gender gap in the access that women and men have to financial products and services globally.
Financial Inclusion Forum4, the Financial subject—the ultimate goal of efforts aimed at increasing financial inclusion is not simply a rise in the share of households that rely on services provided by banks. Rather, the aim of expanding financial inclusion is to provide more households with access to safe and affordable financial services.
