Women drive micro-economy, says academic

Women dominate many small business spaces in Fiji—from vegetable and handicraft markets to food stalls—and with the right support they can achieve far more, says University of the South Pacific (USP) Graduate School of Business lecturer Avanish Shukla.

Mr Shukla was among presenters at the Empowering Women Entrepreneurs in Fiji: Cash Management and Business Skills Workshop held at the USP Lautoka Campus yesterday.

The workshop, developed by Business Assistance Fiji in partnership with the USP MBA programme, aims to strengthen micro, small and medium enterprises (MSMEs) through training in policy, profit management and digital capability.

It focuses on key challenges such as cash and inventory management, understanding business policies and accurate pricing strategies.

About 40 participants, including market vendors and start-up owners, took part in sessions on business policy, financial accounting and digital marketing.

Mr Shukla said women are central to Fiji’s micro-economy.

“If women are empowered well, they can do miracles,” he said.

“When you look at the micro level of the Fijian economy, many enterprises are managed by women—whether in vegetable markets, handicrafts or food businesses. It is important we empower them to sharpen their business skills.”

He said the current focus is on women entrepreneurs, with plans to expand future programmes.

Business Assistance Fiji acting general manager, Nitika Singh, highlighted the need for wider outreach, particularly through media partnerships, so more MSMEs can benefit from such initiatives.

She said some women entrepreneurs, especially in rural areas, tend to underestimate themselves.

“It is important to have a change of mindset,” Ms Singh said.

“They are creating real impact in our economy. They are not only contributing to their households but also to the wider economy.”

She added that the organisation has been conducting training sessions in villages and communities.

The free workshops emphasise bookkeeping, financial literacy and building self-confidence among women business owners.

Participant Daphne Tudreu, a farmer at Tudreu’s Eco Farm in Sabeto, Nadi, said the workshop was insightful.

“I have attended many workshops over the years, but this one has connected the dots,” she said.