‘DYUTI’ business model of FICCI FLO Ladies Organisation to help generate employment for women’


By Surveshwar Sarvesh

FLO Members with Raveena Tandon

FLO Members with Raveena Tandon

The women's wing of the apex business body, FICCI Ladies Organisation (FLO) recently unveiled its Start-up initiative ‘DYUTI’ at the FICCI. A multi-level marketing business model ‘DYUTI’ has been conceptualized for generating employment for women in the jewellery industry which all these years has remained a male dominated industry across the length and breadth of the country. Launched under the aegis of Swayam, E commerce- support cell set up by FLO, the ‘Dyuti’ Start-up initiative will help women entrepreneurs in seek of support for nurturing, setting up and managing their business.

During the launch of the Dyuti initiative, an interactive session ‘Can business be an agent for change?’ was organized. The distinguished panel included stalwarts like Princess Diya Kumari (MLA Sawai Madhopur, Jaipur),  Raveena Tandon, (Actor, Producer, Columnist & former Model) and entrepreneur Kalyani Saha Chawla. The eminent panellists enlisted various challenges that needed to be overcome for achieving the goal of women financial empowerment.

In her address, Vinita Bimbhet, President, FICCI Ladies Organisation (FLO) said, “The business model ‘DYUTI’ has been exclusively created to empower women entrepreneurs to work from home, and connect with the jewellery industry and the allied services. FLO’s support and mentorship cell ‘Swayam’, an incubation centre for Start-ups has its focus solely towards women entrepreneurs by working as a vibrant tool to bolster both aspiring as well as the existing women entrepreneurs. Swayam panel comprises specialists who are well aware of the needs of Start-ups with the potential to help women grow their businesses, and consequently impact their lives in the longer run. The key objective of SWAYAM is to align the right mentors to the women entrepreneurs in 15 locations Pan India.  DYUTI, under SWAYAM is a big leap further in this direction.”

Bela Badhalia as the conceptualizer of the initiative and FLO Governing Body Member and Past Chairperson of FLO Jaipur Chapter pointed, “ ‘Dyuti’ gets its derivation and inspiration from the Goddess Laxmi. It is a unique business model designed entirely to create entrepreneurial opportunities for women who are efficiently managing their households or jobs, and aspire to have some additional income.”

On the expected lines, Bollywood star Raveena Tandon left a big impression with her eloquently spoken views and suggestions for women empowerment. Addressing a large gathering of guests, fellow members and special invitees, Raveena opined, “Women entrepreneurs enjoy a distinctive edge over their male entrepreneurs, and this is going to drastically alter the story of the country's future and its approach towards creating economic value. Women will outperform for several valid reasons. Women leaders in India have a better feel of the household spending patterns as they understand consumer perspective better. India can grow at over 10-11% if we include women in the economic process and the ambitious ‘Make in India’ program .We need to use their viral energy to build new businesses from traditional industry to Start-ups. They possess a unique way for building trust with customers and shareholders. My upcoming films are ‘Shab’ and ‘Matr’. ‘Shab’ directed by Onir has newcomers Ashish Bist and Arpita while Ashtar Sayed’s ‘Matr’ deals at length with the issue of ‘violence against women’. ‘Shab’ is an emotional story, where I play a high-society woman who is in a relationship with a younger man, while ‘Matr’ happens to be a social drama. The script of the story struck an instant chord with me, and it is impressing to see how the script showcases an astute way of dealing with criminals indulging in crime against women, while remaining on the right side of the law. I strongly believe that as a society, we really need to change our laws in order to ensure their safety and overall well being.”


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