Mashaal Khan From Karvaan Crafts - An NGO Empowering Female Entrepreneures

Written by Aliza Faisal

Edited by Yena Lee

Introduction - Mashaal Khan: 

Mashaal Khan is the Head of Strategic Communication, Learning Sharing, and Innovation at Karvaan Crafts Foundation, a Pakistani organization that has been running since 2004 and is dedicated to empowering entrepreneur women through skill development and market access. Mashaal has an incredibly high academic background in Graphic Design from the American University in Dubai as well as Masters in Transdisciplinary Design from Parsons School of Design in New York. Mashaal combines design thinking with social innovation to address complex societal challenges. Her and the organization's work focuses on making ideas creative while exploring technology, communication, and collaboration with other foundations to create opportunities for rural women artisans. Her perspective makes her an insightful voice on the role of technology in advancing women's economic empowerment in Pakistan. 

Interview: 

1. How has technology changed the opportunities available to women artisans in Pakistan? 

Technology has significantly expanded opportunities for women who already know traditional skills but have limited access to markets. Before digital tools were heavily used, many of the rural women engaged in physical exhibitions to sell their work. However, as more technology is being integrated into our systems, it has allowed them to present their personal portfolios online, connect with customers internationally, and host online exhibitions.

2. What barriers affect rural women's ability to use technology?

Not having a lot of access to technology, internet, and digital knowledge can make it difficult for rural women to benefit from these opportunities. Language can also become a barrier when communicating with international customers. However, I emphasize that these women are highly resilient and are able to navigate around challenges themselves or get assistance from their community and regional offices.

3. How has Karvaan Crafts integrated digital tools? 

During the pandemic, we introduced Zoom meetings and online exhibitions. We gave women the idea to transform their bedrooms or houses into exhibition spaces by placing their products on their walls, tables, and other areas that are shown through their camera. The foundation also taught women how to photograph their work and showcase their portfolios digitally. Additionally, digital payment systems like JazzCash and Easypaisa were introduced so they could receive payments online and independently, which helped them gain a better understanding of managing their finances. Social media, mainly Instagram, has also helped these women with easy collaborations.

4. How important is digital literacy alongside traditional skills?

Digital literacy has started becoming more important in the training of rural women as it lets these artisans express themselves through not only their creativity in their products but also in their words. We see the importance in teaching women how to photograph and market their products effectively, communicate with customers, manage digital payments, and use online platforms.

5. Has technology affected women's confidence and financial independence? 

The greatest change I have noticed is the growth in confidence amongst the women involved in our programs. Women who first appeared shy soon evolved into more comfortable individuals who could easily communicate, advocate for themselves, and begin to advocate for other women in their communities. 

6. What are some pros and challenges AI creates?

We introduced artificial intelligence into our work last year and launched an AI school to encourage more female participation in a field mainly dominated by men. We want women to contribute their perspectives to the development of more gender-responsive AI. It is being used to improve product photography, such as converting awkward-angle pictures by editing the backgrounds and lighting without changing the handmade product. Nevertheless, I emphasize that AI should remain an assistant to these women's creativity rather than replace it.

7. What technological developments could have the greatest impact in the future? 

Digital literacy programs and the development of multipurpose centers across the four main regions of Pakistan are being used as an important step to move forward. I believe that involving women with digital and AI skills can help them enter the workforce while contributing to more inclusive technologies.

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8. What advice would you give young people using technology for social impact? 

I encourage young people to remain connected with real communities and not depend entirely on technology or AI-generated information. I always state the importance of fact-checking, speaking directly with people, visiting communities, and understanding real experiences by pushing yourself to connect offline before turning to technological solutions.

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Interview summary and personal opinion:

The interview with Mashaal Khan demonstrated that technology can play a huge role in women's economic empowerment when it is combined with traditional skills and training. A point that stood out was that many women artisans already have the talent needed to create handmade products and that their only limitation is often their ability to access markets and communicate their work to bigger audiences. Technology has helped close this gap by allowing women to work with photography to promote their products, participating in online and in person exhibitions, communicating with customers, and receiving online payments. 

The pandemic had also seemed to be a turning point for Karvaan Crafts. Even though the pandemic created huge challenges, it also forced the organization to get creative with digital solutions such as Zoom meetings, online exhibitions, and “digital diaries” helping these women be more open about their feelings. These strategies helped women become more comfortable with technology. 

Something I found significant was that the impact of technology was not limited to income. Mashaal had expressed how women who were initially shy had become more confident after being involved in these programs for 2-3 years. This shows that digital empowerment can contribute to both economic and personal independence. 

Lastly, I find it unique that instead of viewing AI as something that should take over their foundation and its creativity, the organization is exploring how women can use this tool to help them enhance their products. This is significant as technology is most effective when it supports people rather than replaces their skills, experience, and creativity. The interview showed me that empowering women through technology is not only about handing them a device but is more about giving them the knowledge and confidence to use these tools independently.