How GeM's SWAYATT Initiative is Changing the Landscape of Public Procurement?

In a bustling digital economy, where access to government contracts has long been dominated by large corporations and established businesses, a quiet but significant transformation has been taking place. It’s happening on the Government e-Marketplace (GeM), a platform that has gradually opened the doors of public procurement to thousands of women entrepreneurs, startups, and youth-led businesses. TICE brings you key details of this platform.

This transformation, powered by the SWAYATT (Startups, Women & Youth Advantage through eTransactions) initiative, recently marked its sixth anniversary—an occasion that not only celebrated its success but also reflected on the road ahead. With women-led enterprises now making up 8% of total registered sellers on GeM, the initiative is proving that digital marketplaces can be powerful enablers of economic inclusivity.  

From a Handful to a Thriving Community

When SWAYATT was launched in 2019, it was an ambitious attempt to break barriers in government procurement. Back then, women entrepreneurs were significantly underrepresented in public sector contracts. The numbers were discouraging: only about 6,300 women-led businesses and around 3,400 startups were onboarded on GeM.  

Fast forward to 2024, and the landscape looks strikingly different. Today, over 177,786 Udyam-verified women micro and small enterprises (MSEs) are actively fulfilling government orders through the platform, with total transactions crossing an astounding ₹46,615 crore.  

This transformation did not happen overnight. It was the result of a carefully designed strategy that tackled three major obstacles:  

Access to markets – Women entrepreneurs often struggled to compete for government contracts due to a lack of visibility. GeM’s Womaniya storefront and startup-friendly policies changed that.  

Access to finance – Many small businesses faced challenges in securing working capital. The platform enabled better financing options through direct government procurement.  

Access to value addition – By ensuring fair pricing and eliminating middlemen, GeM made the process transparent and profitable for small sellers.  

A Game-Changing Partnership for Women Entrepreneurs

One of the major highlights of the sixth anniversary celebration of SWAYATT was the signing of a Memorandum of Understanding (MoU) between GeM and FICCI Ladies Organisation (FICCI-FLO), an organization representing over 9,500 women entrepreneurs across India.  

This partnership is expected to further eliminate intermediaries, allowing women-led businesses to deal directly with government buyers. The direct impact? Better pricing, fairer competition, and higher profit margins for women entrepreneurs.  

"Digital platforms like GeM have democratized access to opportunities for women entrepreneurs," said Joyashree Das Verma, President of FICCI-FLO. She emphasized the role of training and awareness programs in helping more women navigate the platform effectively.  

The Bigger Picture: Startups and Women Entrepreneurs on the Rise

It’s not just women-led businesses that are benefiting from GeM’s expansion. The platform has also emerged as a major catalyst for startups in India. Since the launch of SWAYATT, startups have bagged government contracts worth ₹35,950 crore, with over 29,000 startups now actively engaged in public procurement.  

These numbers underline a broader shift in how India’s startup ecosystem interacts with government buyers. Earlier, public procurement was considered a complex and opaque process, but GeM’s Startup Runway has changed the game. This dedicated storefront allows startups to showcase their innovations to government departments that are actively looking for cutting-edge solutions.  

The Indian government has ambitious targets for the next phase of GeM:  

- Onboarding 100,000 startups registered with the Department for Promotion of Industry and Internal Trade (DPIIT)

- Doubling the number of women entrepreneurs on the platform  

- Increasing the share of women-led businesses in national procurement beyond the current 3.78%

What’s Next for GeM and Women Entrepreneurs?

The journey of GeM and SWAYATT is not just about numbers. It’s about reshaping India’s business landscape and ensuring that entrepreneurship is not limited to large corporations. By bringing last-mile sellers, small-scale businesses, and women entrepreneurs into the fold, the platform is redefining who gets to participate in India's economic growth story.  

But challenges remain. While 8% participation by women entrepreneurs is a positive sign, it also highlights the vast potential yet to be tapped. Increasing this percentage will require greater awareness, financial incentives, and simplified procurement processes that encourage more women to take the leap into government contracting.  

As GeM moves ahead with its vision for the next decade, one thing is clear: public procurement in India is no longer the same. What was once a domain of the privileged few is now becoming a level playing field—one where small businesses, young entrepreneurs, and women-led enterprises have a fair shot at success.  

And that, perhaps, is the biggest success story of SWAYATT.