Introduction:
On Friday, December 17th, 2024, I accompanied our Project manager Rishab Goswami for my first field visit for the ACCESS Development Services’s Advancing Women Enterprises (AWE) project. Traveling to Sangam Vihar Colony in the south rim of New Delhi, I was able to observe a Buddhi Money Club meeting, and the impact of organizing a space that fosters peer-to-peer learning, leadership, and new opportunities for the women entrepreneurs that attend.
I had spent the first month of my Banyan Impact Fellowship working from ACCESS Development Services’s headquarter office, reading extensively about their previous projects aiding women’s enterprises in similar cities across India. At this point in my Fellowship, it was safe to say I was itching to get out in the field and witness the workings of implementing these interventions firsthand.
Setting the Stage: First Impressions in Sangam Vihar
Stepping out of our rickshaw onto the bustling main road of Sangam Vihar, we were met with a whirlwind of movement—rickshaws, motos, and cars navigating the uneven, dust-covered streets. As Rishab checked his phone, he quickly realized we had a longer walk ahead. We left behind the vibrant fruit stalls and floor mat vendors spilling onto the street, turning instead into the narrow alleyways that wound through the colony.
With each twist and turn, the unmarked buildings and tangled web of electrical wires overhead made me think about the realities of running a business in such an informal economy. Textbooks on economics discuss institutional voids and market access, but here, informality wasn’t just a challenge—it was a way of life. After a few wrong turns—and a friendly consultation at a chai tapri stand—we finally arrived. A scattered row of chappals (flip-flops) on the staircase marked our destination, a silent sign of the women gathered inside.
The Buddhi Money Club meetings are conducted monthly by the project teams’ cluster coordinators as they mobilize and then conduct sessions for 15- 25 women entrepreneurs. Today’s hour-long engagement began with an icebreaker /interactive exercise, a testing session to check for understanding, and then an open-ended portion to ask for input on the Buddhi Money Club training experience. Although I had done extensive research before these meetings, the official learning of my project began today.
Inside the Buddhi Money Club: Observing Peer Learning in Action
Rishab and I arrived at the project location to find that the Buddhi Money Club (BMC) meeting was already underway. As we entered, we were met with nervous smiles and quiet whispers from the participants, who sat in small groups alongside the training facilitators. Kaurna, one the cluster coordinators I had previously met during our project team training, welcomed us warmly before ushering us inside to join Arif, who sat cross-legged on the carpet facing the participants.
Rishab greeted the women, and together, we introduced ourselves, explaining our roles in the larger project. As I grew increasingly nervous, he stepped in to translate and clarify my position as a Fellow from the U.S., here to support women in overcoming the challenges of scaling their businesses.
Before the session resumed, one woman stepped forward to show Rishab the business cards she had created since the last meeting. After a brief discussion, she excitedly shared that she had also designed a new business sign to hang outside her shop. Pulling additional cards from an envelope, she proudly displayed them for us. I soon learned that her name was Sunita, and she ran a samosa stall in a nearby colony.
With the introductions and exchanges complete, Arif leaned in to guide the group through the Buddhi Money Club’s first exercise of the day.
Beginning with a cooperative assignment, Arif asked participants to split into groups of five and draw first the design of their current business and then a second drawing based on how the group would think of growing their business, trying to relay the aspirations and initiatives that they wish to have one day for themselves. I watched one group as they collaborated on their new business design. One woman suggested drawing more chairs and mirrors in the new salon, as the women beside her began writing the business sign for the new establishment in larger print and…. in English letters. There was careful consideration as they worked to ensure the proper spelling. A darting glance in my direction was followed by a nervous laugh from one of the women. I tried to give a thumbs up to confirm they were doing a great job, and that store had been spelled correctly. As the drawing session unfolded, you could see the sharing of ideas as recommendations led to comprehension and new and exciting ways of expanding their business were shared. As the drawing session came to an end, the woman with whom I was sitting closest patted the ground beside her and offered me to sit within their circle as the groups began presenting.
As each woman stood to present her drawing, their aspirations for bigger businesses became clear. I couldn’t help but feel overwhelmed as I witnessed the training unfold. I was moved hearing, not just their ideas but the passion and determination with which each participant shared them. The enthusiasm reflects a deep desire for better opportunities and improved access to resources and opportunities.
As we moved into the other activities of the meeting, I noticed a shift in the group’s morale. As we began an exercise to test knowledge of available resources and business concepts, clear gaps in understanding of digital payments, concerns about fraud, mobility, and other barriers surfaced. Quiter participants were gently encouraged to share, and I was struck by the facilitators’ dedication to ensuring everyone’s voice was heard.
Watching our Cluster Coordinator, Arif, lead the session with such patience and encouragement, I couldn’t help but admire his ability to foster both collaboration and empowerment. Encouraging women when they felt uncomfortable and offering slight hints in times of uncertainty. At times, he’d even look at the group and pose the question, “What do we think? Was she right?” further fostering a sense of collaboration, but also group ownership and responsibility, in everyone understanding and answering the questions as they were asked. When the last drill had finally ended, a quiz game centered around winning cholocate, all participants were then given a sweet, as if to say, that when everybody learns, everybody wins!!
Empowering Women Entrepreneurs, Observations and Challenges:
To wrap up the Buddhi money training session, Rishib and Arif asked for feedback and insights gained by the women present. During this question-and-answer part, one of the women from the third group began showcasing some of her products, handicraft trinkets for hanging and decoration (a great gift for the holiday times), as fellow participants worked to explain challenges in executing certain practices. One woman discussed the troubles she faces with saving money, as there are constant costs and expenses for the house and her children’s schooling. She explained that working from home made it difficult for her to manage her time and resources. I remember listening to her and feeling secondhand stress that she experienced. With so many needs to attend to at once, it was clear that for her the concept of “business management” was far more complex than what I had come to anticipate.
After taking a group picture, the session concluded with a small lunch for all participants. Provided by none other than Sunita, and her samosa stand. Talking with some of the women before leaving, I again (tried) to explain the nature of my Fellowship and that I would be returning, with questions, to inquire about the challenges they face managing their business and business resources. It was received with confirmed head nods and general excitement for returning for the January session.
Key Takeaways:
Key observations from this visit were the collaboration witnessed during group sessions and noted aspirations for women hoping to grow their businesses with notable challenges faced in maintaining and managing business expenses. The unique nature of challenges for home-based businesses was drawing on me. They have been showcased as providing flexibility and opportunity for a plethora of micro-enterprises, but the additional challenges of managing family finances for all enterprises, especially for those lacking a formal business space, was an additional hurdle that had not yet occurred to me.
An additional observation was the flexible nature of the session, as two or three women received phone calls during the session and stepped out to answer a call, one of whom answered quickly during the training. Seeing the rewriting of the signs’ spelling to be in English was a large shock to me as I understood that English is a method of expanding reach and access to new customers and markets. Yet, I hadn’t thought of how a mere sign could communicate such prestige to other customers and businesses, as a way of showing growth power and significance.
Lastly, as an observer, I noticed the impact that my attendance seemed to have on participants’ involvement and focus on the training. During my first field visit, I was greeted with a special sort of kindness and excitement, with women interested in my work and my presence at the session. Participants present during the day appeared motivated and excited to be present in the training and learn from the event coordinators and the services offered by ACCESS.
