We design opportunities that will empower women and have potential in traditional communities. When we began work in Pakistan, women were not making much income from their embroidery work because they were selling to low-value markets in addition to using middle-men. These men were the buyers and sellers and had very little understanding of the market. Women had no access to higher level markets in urban centers and they had no access to newer designs. We began to search for ways they could reach high-level markets in urban centers by using the human resources of the community – knowledgeable women as intermediaries.

We did not go into the communities and say – if women behave differently or if they are treated differently they will be empowered. We went in and offered them an economic opportunity. The response to this is much different. If people like the idea, cultural norms have a way of bending naturally.

We never say – ignore your husband. We talk with women and find the ones who are open and a little more progressive. Not all women are confined to their home. Many are quite liberated and there are often concessions in households, especially when economic opportunity is at stake. Progressive women are more active in the program as intermediaries, and they connect to women who are homebound. We try to reach all women in our programming, but adjust the activities according to their level of mobility and the attitudes of their families. And it’s amazing, when households see that economic growth happens when you interact with the market, they get into it. I’ve seen men who are very proud of their wives earning a good living.

Linda Jones is the Technical Director for Production Marketing Linkages at MEDA. She looks after new program development, facilitates consulting and training, and provides technical support to other people in their projects.