Everyday struggles are becoming the foundation of groundbreaking businesses in Pakistan, and women are leading the charge. What if the mundane tasks of motherhood, the frustration of a cluttered closet, or the challenges of managing allergies could spark innovation? That’s exactly what’s happening, and it’s reshaping the entrepreneurial landscape. But here’s where it gets controversial: while these ventures are thriving, they’re still fighting for recognition in a system that often sidelines women’s contributions. Let’s dive in.
In 2019, the Women in Tech initiative, backed by Standard Chartered, started with a modest 86 applications. Fast forward to today, and it’s exploded to 1,900 applications from over 100 cities across Pakistan. This isn’t just growth—it’s a movement. From these applications, 10 startups were handpicked for seed grants of Rs 1 million each, along with a two-month mentorship program through INNOVentures Global. And this is the part most people miss: these aren’t just businesses; they’re solutions born from real-life experiences.
Take, for instance, the top three winners this year. Hira Mubeen’s Yumkins Foods is revolutionizing baby food, Erum Sheheryar’s Atfaal is turning textile waste into stylish kidswear, and Maria Ameer’s Ootein is Pakistan’s first allergen-free food brand, inspired by her own battle with celiac disease. These women didn’t just identify problems—they created solutions that are now generating real revenue. At an event on Thursday, they received scale-up grants of Rs5m, Rs3.5m, and Rs2m, respectively.
Collectively, these 10 startups generated nearly Rs25m in verified revenue within just two months. If they keep this pace, they’re projected to achieve 3.3x annualized growth, hitting Rs150m in revenue next year. Sure, that might seem small compared to corporate giants, but consider this: these ventures often start in living rooms, kitchens, and home offices, where women are solving problems they face daily. Isn’t it time we stop calling this ‘small business’ and start calling it what it is—economic empowerment?
Let’s talk about the challenges. Childcare, household management, and workplace inflexibility are still massive hurdles for working mothers. Even in supportive environments, corporate structures often fall short. Enter ventures like Digital Superwomen, which offers short online courses designed for women juggling kids and careers. These courses provide essential skills for freelancing, a sector that’s proving more inclusive than traditional corporate roles. Meanwhile, Lahore-based AZCode, a coworking space with a 60% female user base, is redefining what it means to work by prioritizing inclusion over just infrastructure.
Asra Ameen, co-founder of AZCode, points out, ‘Pakistan has one of the lowest rates of female workforce participation globally. Women face unsafe workspaces, limited flexibility, and cultures that silence their potential.’ Bold statement? Maybe. But it’s a reality that needs addressing. Do we dare to reimagine workplaces that truly serve women, or will we continue to settle for the status quo?
Nida Athar, CEO of INNOVentures, highlights the multiplier effect of women’s involvement. Across these 10 startups, over 80% of the teams are women, and more than 1,200 women have been engaged as suppliers, customers, and partners. Yet, from 2015 to 2021, women-founded startups received only 1.4% of the $563m raised by local startups. Since then, progress has been made—women-led startups now represent about 10% of the ecosystem. But is that enough?
Naz Khan, principal country officer of the International Finance Corporation, argues that women’s entrepreneurship shouldn’t be a footnote—it should be a headline. Studies show that 90% of women’s income is reinvested into their families and communities, shaping future generations. So, why aren’t we doing more to support them?
Mentorship programs are emphasizing critical skills like digital bookkeeping, analytics for spending, and the discipline to track every rupee. They’re also teaching women to value their time as a business investment and to separate personal and business expenses. These might sound like small steps, but they’re foundational for scaling impact.
Here’s the question we need to ask ourselves: If women are turning everyday struggles into multimillion-rupee ventures, what could they achieve with equal access to resources and opportunities? Let’s not just applaud their success—let’s challenge the systems that still hold them back. What’s your take? Do you think women’s entrepreneurship is getting the recognition it deserves, or is there still a long way to go? Share your thoughts in the comments—let’s keep this conversation going.
