In Pakistan, the rich tapestry of our cultural landscape is beautifully woven by the hands of rural women, who have steadfastly preserved and nurtured our traditional arts and crafts for generations. Their creativity and dedication infuse our heritage with life and color, making it all the more vibrant and diverse. From intricate embroidery to handwoven textiles along with pottery and folk music, these art forms have been a part of Pakistan’s heritage for generations. However, despite their contributions to cultural preservation, rural women remain marginalised, lacking the resources, platforms, and recognition they deserve. In recent years, the advent of digital tools and technology has opened up new avenues for empowering these women, enabling them to showcase their talents, preserve cultural heritage, and earn a sustainable livelihood. 

The Role of Rural Women in Pakistan’s Cultural Heritage
Rural women in Pakistan have always played a significant role in sustaining and transmitting the country’s cultural traditions. They are skilled artisans who engage in a wide range of crafts, including Sindhi Ajrak printing, Punjabi Phulkari embroidery, Pashtun jewelry making, and Balochi handloom weaving. These art forms are not just modes of expression; they are symbols of identity and cultural pride. But still, women in rural areas suffer through many traditional barriers such as limited mobility, lack of access to markets, illiteracy, and gender-based discrimination that is very common in such areas as women are often met with low expectations. All too often, women from disadvantaged backgrounds, regardless of their talents, are prevented from fully participating in the economic mainstream.
However, with the increasing penetration of digital technology in rural areas, there is a growing potential to bridge these gaps and provide rural women with opportunities to reach a broader audience.
Digital Tools as Catalysts for Change
Digital tools and platforms have the power to revolutionise the way rural women in Pakistan engage with their craft. Here are several ways in which digital tools are transforming the lives of rural women artisans in Pakistan:
• Access to Online Marketplaces: With the advancement of time, internet access has opened up so many opportunities for rural women to set up their shops in global markets. Facebook, Marketplace, Etsy, and Instagram can be used as resources to generate income. Organisations such as Kaarvan Crafts Foundation and Behbud Association Pakistan have helped rural women artisans set up online shops, providing training in digital literacy and e-commerce to help them navigate these platforms effectively.

This paradigm shift towards digital markets generating income for rural women by fixing their prices and thereby removing men who unfairly exploit them. A study conducted by the Asian Development Bank (2021) reveals female artisans in South Asia have enhanced their earnings by 30% on social media.
• Digital Storytelling and Social Media: The influence of social media is growing day by day.  Instagram, Facebook, and YouTube have become powerful tools for digital storytelling. Artisans create personal narratives around their products, highlighting the painstaking process, and cultural symbolism of their art.
Organisations like The Citizens Archive of Pakistan (CAP) are leveraging digital storytelling to document and promote the traditional crafts of rural women. Through video documentaries and podcasts featuring these artisans, CAP is not only preserving cultural practices for future generations but also fostering greater appreciation for their work.
• Training and Skill Development through E-Learning Platforms: We all know that the very barrier that prevents our rural women from learning digital skills is the lack of educational resources. Digital tools have the potential to address this gap through e-learning platforms that offer skill development courses in areas such as digital marketing, photography, business management, and product development.
Initiatives like the SheMeansBusiness program by Facebook have provided digital literacy training to thousands of women across Pakistan, teaching them how to use social media for business and how to leverage digital tools to enhance their entrepreneurial skills.
• Reviving and Preserving Traditional Art Forms: Digital tools are also being used to revive and preserve endangered art forms that are at risk of fading away due to modernization. Platforms like Heritage Pakistan and Patari are working to digitise traditional folk music, storytelling, and visual arts to ensure that these cultural treasures are not lost. By creating digital archives, these platforms not only make the art forms accessible to younger generations but also provide rural women with a platform to record and share their cultural heritage with the world.
For instance, the revival of Sufi music and traditional folk songs has gained new life on digital streaming platforms, reaching younger audiences who may not have had the chance to experience these art forms otherwise. This digital exposure helps preserve the cultural heritage while also creating new revenue streams for the artists involved.
• Crowdfunding and Financial Inclusion: The lack of capital is one of the leading issues that empower women in business based on arts and crafts in rural areas. Specifically, the GoFundMe and Indiegogo platforms have been developed to solve this problem, allowing women to receive funds for the purchase of raw materials, equipment, training, etc. These platforms enable them to engage with donors and supporters who have an interest in promoting cultural conservation and women’s economic self-reliance.
Further, the multipurpose mobiles, specifically Easypaisa and JazzCash working in Pakistan have provided deep insights into gender and banking, particularly in the case of rural women. These tools empower women financially and they can manage transactions, and receive cash and savings independently. 
Challenges in Digital Empowerment
While digital tools have immense potential to transform the lives of rural women in Pakistan, several challenges persist:
•    Digital Divide: Access to technology and the internet in rural areas remains limited, with connectivity issues and high data costs posing significant barriers.
•    Gender Inequality: Cultural norms and gender biases often restrict women’s access to digital tools, as male family members may control the use of technology.
•    Lack of Training: Although digital literacy is increasing, there is still a lack of comprehensive training programs that equip women with the skills needed to maximise their use of digital platforms.
The Way Forward: Recommendations for Sustainable Change
To ensure that digital tools effectively empower rural women in Pakistan, a collaborative approach involving government, NGOs, and private sector initiatives is essential. Here are some recommendations:
•   Invest in Infrastructure: The government should address the issue of how to provide affordable and enhanced the internet connectivity in the rural areas in order to close the digital gap and make digital tools accessible for women.
•  Promote Digital Literacy: NGOs and educational institutions should develop tailored digital literacy programs that focus on the specific needs of rural women artisans, including how to use social media for business and e-commerce.
•  Encourage Public-Private Partnerships: Collaboration between the private sector and local communities can provide resources, training, and mentorship to women artisans, helping them scale their businesses and reach broader markets.
•  Create Gender-Inclusive Policies: Policies that support women’s access to technology, reduce gender-based restrictions, and promote financial inclusion are critical to empowering rural women through digital means.
If Pakistan ever thinks to revitalise its platform of art and culture, digital tools is a way to go as it will not only empower rural women but it is a significant step toward gender equality, cultural preservation, and economic development. Digital technology has the potential to transform our lives and uplift communities. The cultural fabric of Pakistan strengthens when we empower our women and it leads us to be a resilient society.
If we take a step forward and invest in our digital infrastructure, education, and policy support, Pakistan can unlock the full potential of its rural women artisans, turning them into key contributors to the nation’s cultural and economic growth. HH

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