American Express is backing livelihood development initiatives aimed at helping more than 7,500 micro-entrepreneurs and artisans across Delhi NCR, Rajasthan and Maharashtra improve their business capabilities and connect with wider markets.

Implemented in collaboration with three nonprofit organizations over the past three years, the programmes focus on practical entrepreneurship skills, financial and digital literacy, product development and market access. The effort seeks to help small business owners strengthen their operations while creating more opportunities to earn from their skills and products.

In Delhi NCR, the initiative focuses on strengthening the foundations of small businesses. Participants receive guidance on business planning, product quality, branding, packaging and marketing. Training also helps entrepreneurs understand relevant government schemes and eligibility requirements, enabling them to explore additional avenues of support.

In Rajasthan’s Barmer district, the programme works with traditional artisans whose livelihoods depend on craft skills passed down through generations. Training covers embroidery, appliqué and Ajrakh printing, alongside contemporary design techniques and business-related skills. Participants are also introduced to pricing, quality control, packaging, financial literacy and preparing products for sale to a broader customer base.

For artisans working in traditional crafts, these capabilities can help bridge the gap between producing handmade goods and running a sustainable business. Better product presentation and customer management can support repeat orders, while stronger financial knowledge can help artisans make more informed decisions about their earnings and household needs.

In Maharashtra, the programme is helping micro-entrepreneurs prepare to sell through the Open Network for Digital Commerce (ONDC). The training covers the requirements of digital selling, including product presentation, packaging, branding and financial preparedness. The aim is to help small businesses become better equipped to participate in online commerce and reach customers beyond their immediate communities.

The initiative reflects a broader approach to livelihood support, combining traditional skills with the business and digital capabilities needed to compete in changing markets. For artisans and small entrepreneurs, access to training and new sales channels can create opportunities to expand their customer base, improve business resilience and build more dependable sources of income.

American Express is working with ACCESS Development Services, Gramin Vikas Evam Chetna Sansthan and Mann Deshi Foundation to deliver the programmes across the three regions. The partnerships bring together community-level experience and business training to support entrepreneurs at different stages of their development.

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