In early 2019, we initiated our search for implementation regions for Her&Now support programmes. We were specifically focusing on geographies that did not have easy access to entrepreneurship development and business support programmes. We also wanted to ensure that the selected regions/states were as diverse as possible. With Telangana being India’s newest state and the state government having very recently established an incubator for women entrepreneurs, it was a natural choice as an implementation region in the southern part of the country. When we approached the Telangana state government and WE Hub, the state-led incubator set up exclusively for women entrepreneurs, we realised that we share a common goal - that of promoting women entrepreneurship in tier-II and tier-III cities.

Rise up North East campaign was launched in February 2021 under Project Her&Now. The campaign was designed for the North East Women Entrepreneurs by GIZ, Dhriiti-The Courage Within and Rang De, to provide access to alternate sources of financing and at a lower cost of credit for women entrepreneurs supported by Project Her&Now from the region. It was also an effort by GIZ and Dhriiti to help women entrepreneurs to counter the disastrous impact of COVID-19 on their businesses, and help entrepreneurs continue to operate, sustain, pivot, and stay afloat.

COVID-19 is now an everyday reality for us, a reality that is dynamic, non-discretionary and equitable in its effects for all. On one hand, we are overwhelmed by the power of the physical world around us and fear the slightest of human touch.

‘Vriksh bola paat se, sun patte meri baat, Is ghar ki yeh reet hai, ek aawat ek jaat.’ (The tree tells its leaves, hear me out you leaf. It is a tradition in this house, one comes to being and one reaches its end.)