DHAKA, May 31, 2026, (BSS) - Women empowerment is a much-discussed issue in Bangladesh, and accordingly many endeavours, taken both in private and public sectors, are showing signs of making women financially solvent.
 
Government’s initiative “Joyeeta” has added a new dimension to the advancement of women entrepreneurs in Bangladesh over the past decade by creating a powerful platform for marketing, branding and empowering grassroots women entrepreneurs across the country.
 
Literally meaning “successful woman” or “victorious woman,” Joyeeta has become a symbol of success for women entrepreneurs in Bangladesh. The initiative has set a unique example in bringing products made by marginal women entrepreneurs to the national marketplace.
 
Joyeeta is a part of the women entrepreneurship development programme under the Department of Women Affairs. Initially launched on a limited scale, it has now evolved into a strong marketing and branding platform. The Joyeeta marketing center at Rapa Plaza in Dhanmondi has emerged as a major marketplace for products made by women entrepreneurs across the country.
 
From marginal women to entrepreneurs
 
The main strength of Joyeeta lies in empowering rural women entrepreneurs. Although thousands of women in rural Bangladesh have long been engaged in small-scale businesses, they lacked access to larger markets. Dependence on middlemen, limited marketing knowledge and infrastructural constraints hindered their progress. Joyeeta emerged as a solution to these challenges.
 
According to the Department of Women Affairs, there are more than 16,000 registered women’s associations across the country. Numerous women entrepreneurs have emerged from these associations. Joyeeta has created a direct marketing platform for them, enabling women to sell products at fair prices and retain the full profits themselves.
 
Modern infrastructure and activities
 
The Joyeeta marketing center in Dhanmondi stands as a modern infrastructure facility. It houses around 139 stalls allocated among different women’s associations. The stalls showcase handicrafts, agricultural products and traditional Bangladeshi products and foods, including Nakshi Kantha, Jamdani sarees, jewelry, clay products, honey, pickles and various heritage items.
 
The fifth floor includes a cultural stage where regular cultural programmes and festivals are held. There is also a children’s corner, prayer facilities for entrepreneurs and administrative offices. These facilities have established Joyeeta not only as a marketplace but also as a social and cultural center.
 
Management and transparency
 
Joyeeta is managed through a general council and a board of directors. Members of registered women’s associations participate in policymaking through the general council. Alongside elected members, government-nominated representatives are also included on the board, ensuring balance and accountability in operations.
 
An executive committee oversees day-to-day management, focusing primarily on improving Joyeeta’s brand image and increasing business profitability. Following modern corporate practices, special importance is given to product quality, customer service and pricing.
 
Digital transformation and expansion
 
Joyeeta is no longer limited to a physical marketing center. Keeping pace with the digital era, it has expanded into online platforms as well. Through its website and social media channels, products are now marketed and sold online, allowing buyers from abroad to purchase products easily.
 
In addition, “Joyeeta Corners” have been established in different districts to increase local marketing opportunities for women entrepreneurs. The government plans to expand the initiative further to more districts and upazilas in the future.
 
Women entrepreneur Mariam Nargis from Jashore participated in a fair organized by the Joyeeta Foundation, where she showcased nearly 300-year-old heritage recycled Nakshi Kantha products from the Jashore region through her initiative “Twinkle Crafts.”
 
Speaking about her work, Mariam Nargis said, “We have created these Nakshi Kantha products by recycling old saree fabrics used by women of Bengal in environmentally friendly ways. These long-lasting quilts carry both our heritage and a message of environmental protection.”
 
She added that Joyeeta fairs play an effective role in promoting such products.
 
Regular training programmes are also conducted to enhance the skills of women entrepreneurs. Training on design, packaging, digital marketing and financial management has helped make their businesses more competitive.
 
Financial support and cooperation
 
Joyeeta has established connections with various banks and financial institutions to ensure financial support for women entrepreneurs. Several private banks are now providing loans to women entrepreneurs on easy terms, enabling them to expand their businesses.
 
Social impact and women’s empowerment
 
Joyeeta is playing a significant role not only in economic development but also in social transformation. Through the initiative, women are becoming financially self-reliant, gaining greater decision-making power within families and increasing their social status.
 
Rural women are no longer confined to the role of homemakers; they are now entrepreneurs, earners and active participants in society. This transformation is contributing significantly to reducing gender inequality.
 
Challenges and future prospects
 
Despite achieving notable success, Joyeeta still faces challenges, including maintaining consistent product quality, entering international markets and involving more entrepreneurs. However, experts believe these challenges can be overcome through proper planning and policy support.
 
There is strong potential for Joyeeta to develop into an international brand in the future, playing a key role in introducing Bangladeshi heritage products to global markets.
 
Joyeeta Foundation Managing Director Nahid Manzura Afroze said, “Joyeeta Foundation has been playing an important role in women’s economic empowerment and entrepreneurship development. When women move forward as entrepreneurs, positive changes occur in families and society. The Joyeeta Bijoy Mela is a powerful platform for recognizing women’s creativity, hard work and success.”
 
She emphasized strengthening training, market connectivity and financial inclusion for women entrepreneurs.