New Delhi/Jaipur: DYUTI, a multi-level marketing business model for generating employment for women in the jewellery industry, currently dominated by men, was launched by Diya Kumari, MLA Sawai Madhopur, Rajasthan and cine actress Raveena Tandon.

It is an initiative of Swayam, the e-commerce support cell set up by FICCI Ladies Organisation (FLO) for women entrepreneurs, the exclusive women's wing of the apex business body’s startup initiative.

The business model DYUTI has been created to enable women entrepreneurs to work from home and connect them with the jewellery industry as well as the related. services,“ said Vinita Bimbhet, President, FICCI Ladies Organisation (FLO) while launching the Dyuti initiative at an interactive session on “Can business be an agent for change?”.

“The word Dyuti is synonymous with Goddess Laxmi and it is an exclusive business model that has been designed to create entrepreneurial opportunities for women who are successfully managing their households or jobs and want to earn some extra money," said Bela Badhalia, FLO Governing Body Member and Past Chairperson of FLO Jaipur Chapter who has conceptualised the initiative.

"Women entrepreneurs have an edge over male entrepreneurs, this is going to radically change the story of the country's future and its approach to creating economic value. Women will outperform for several valid reasons. Women leaders in India have a better feel of the household spending patterns. They understand consumer perspective better. world. India can grow at over 10-11% if we include women in the economic process and Make in India programme," said Bollywood actress Raveena Tandon.

Princess Diya Kumari who is also Rajasthan’s brand ambassador for "Save the girl child-educate the girl child," said “women are born entrepreneurs as they manage the household on day to day basis. Rajasthan being a traditional state women have to keep a balance to ward off the the challenge of prevailing gender bias. In Jaipur city, various steps were being taken by women entrepreneurs, including improving tourism, keeping in mind the heritage and traditional status of the state.”

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