American Express is supporting programmes aimed at helping more than 7,500 micro-entrepreneurs and artisans across India strengthen their business capabilities, build digital skills and access opportunities to expand their markets.

Over the past three years, the company has partnered with nonprofit organisations, including ACCESS Development Services, Gramin Vikas Evam Chetna Sansthan (GVCS) and Mann Deshi Foundation, through its India Corporate Social Responsibility (CSR) grants. The initiatives operate across Delhi NCR, Rajasthan and Maharashtra, with programmes tailored to the needs of local entrepreneurs and artisan communities.

The programmes focus on practical business training, access to relevant resources, product development, financial and digital literacy, and market readiness. Through these interventions, American Express aims to help small business owners strengthen their operations and prepare to reach customers beyond their traditional markets.

Strengthening Business Skills and Access to Resources

For micro-entrepreneurs, access to information, mentorship and business development resources can play an important role in improving operational capabilities and supporting long-term growth.

Across Delhi NCR, ACCESS Development Services is working with micro-entrepreneurs to strengthen their business skills and improve their understanding of relevant government programmes and schemes.

The initiative provides guidance on accessing available resources, subject to applicable eligibility criteria. Participants also receive capacity-building support and mentoring in entrepreneurship, product quality, branding, packaging and marketing.

By combining practical business training with information about relevant support programmes, the initiative seeks to help entrepreneurs make more informed decisions and improve their readiness to pursue new opportunities.

Helping Traditional Artisans Reach Wider Markets

In Barmer, Rajasthan, GVCS is supporting artisans through programmes that combine traditional craft techniques with contemporary design and business skills.

The initiative works with artisans engaged in crafts such as embroidery, appliqué work and Ajrakh printing. Training covers contemporary design, digital and financial literacy, entrepreneurship, pricing, packaging, quality control and market readiness.

The programme aims to help artisans preserve their traditional skills while adapting their products and business practices to changing customer preferences and market requirements.

One participant, Mohini Devi, an appliqué and cutwork artisan from Barmer district, has been practising these crafts for many years. Through the programme, she received training in design, entrepreneurship and financial literacy.

“Applique and cutwork are not just crafts. They are my identity and our family’s heritage. The project taught me how to preserve our traditions while creating products that appeal to today’s customers. I now manage customer orders and sales and have seen improvements in my earnings, helping me better support my family’s needs and my children’s education,” Devi said.

Her experience illustrates how combining traditional craftsmanship with business training can help artisans strengthen their market engagement while preserving cultural heritage.

Enabling Micro-Entrepreneurs to Participate in Digital Commerce

In Maharashtra, Mann Deshi Foundation is helping micro-entrepreneurs prepare to participate in digital commerce through onboarding support for the Open Network for Digital Commerce (ONDC).

For small businesses accustomed to serving customers within their immediate communities, entering digital commerce can require changes in product presentation, packaging, financial processes and business operations.

The programme provides training and mentoring in product quality, branding, packaging, applicable business requirements and financial readiness. The objective is to help entrepreneurs build the capabilities required to participate more confidently in digital marketplaces and explore a wider customer base.

Chetna Sinha, Founder of Mann Deshi Foundation, highlighted the importance of combining access to digital platforms with the practical skills needed to use them effectively.

“For many micro-entrepreneurs, building a business beyond their local market can feel like a big step. Digital commerce can open up new possibilities, but entrepreneurs also need the right skills and support to make the most of them,” Sinha said.

She added that the programme helps entrepreneurs strengthen areas ranging from product presentation and packaging to financial and digital readiness, preparing them to pursue new market opportunities.

American Express Emphasises Practical Business Development

Commenting on the initiatives, Sanjay Khanna, CEO and Country Manager of American Express in India, said micro-entrepreneurs and artisans play an important role in their local communities and can benefit from access to relevant skills, digital capabilities and business networks.

“Micro-entrepreneurs and artisans are an important part of their local communities, and having the right skills, digital capabilities and connections can open up new opportunities,” Khanna said.

He added that the company’s partnerships with nonprofit organisations are intended to help entrepreneurs develop practical capabilities, strengthen their businesses and reach new markets.

The collaboration model allows each nonprofit partner to address the specific needs of its target communities, whether through entrepreneurship training, craft development, financial literacy or digital commerce readiness.

Supporting Inclusive Economic Opportunities

Small businesses and traditional artisan enterprises contribute to local economies through employment, production and the preservation of specialised skills. However, limited access to business training, digital tools, market networks and financial resources can constrain their growth.

By supporting more than 7,500 micro-entrepreneurs and artisans through its CSR initiatives, American Express is investing in programmes designed to address some of these challenges.

The initiatives span different aspects of business development, from improving product quality and branding to helping entrepreneurs understand government schemes and prepare for digital commerce.

As small businesses increasingly explore opportunities beyond their immediate markets, practical training and sustained institutional support can help them strengthen their business foundations and adapt to changing market conditions.

Through its partnerships with ACCESS Development Services, GVCS and Mann Deshi Foundation, American Express is continuing its efforts to support entrepreneurship, artisan livelihoods and digital readiness across communities in India.

By : Vanshika Tayal