Homerun successfully concludes second edition of its 'Mav Diriya' initiative; Empowers 100 mothers with seed capital to develop small businesses

Having propagated children’s education in Sri Lanka for over six decades, the country’s oldest stationary brand, Homerun, successfully conducted the second ‘Homerun Mav Diriya’ recently on 3rd April 2024, at the Elpitiya Ananda Central College. ‘Homerun Mav Diriya’ was launched early this year as a women’s empowerment entrepreneurship programme that seeks to be the voice of voiceless underprivileged mothers who aspire to improve their economic independence, contribute to social development and uplift their families' living conditions. The initiative supports mothers through home-based entrepreneurship to create a positive impact on their lives and the well-being of their families and communities.

This second Homerun Mav Diriya Event coincided with the International Women’s Day event organized by the Divisional Secretariat of Elpitiya. At the event, Homerun announced the selection of selected 10 mothers to receive seed capital of up to Rs. 100,000 to support their ongoing self-employment ventures, such as apparel manufacturing, poultry farming, mushroom cultivation and more. In the first edition of the programme a batch of 50 women were provided comprehensive training on critical aspects including financial planning, business basics, self-development, product promotions etc. After evaluating their proposals, Homerun selected 10 mothers to receive seed capital of up to LKR 100,000 in the second edition. The second edition of the Homerun Mav Diriya programme takes the company one step closer to its mission to support 2,500 mothers by 2030 while facilitating their financial independence in home-based businesses. Mothers interested in submitting business proposals can find the necessary details printed on the back of all Homerun product packaging. The program was inaugurated with the signing of a Memorandum of Understanding between Homerun and the Ministry of Women and Child Affairs to collaborate on selecting, training and supporting women entrepreneurs from across the country.

This programme was conceptualised due to the impact of the pandemic and economic crisis which forced many women to search for employment. Additionally, due to the trend of maternal migration, children too face many challenges, including involvement in economic activities, dropping out of school, and facing physical and sexual abuse. Studies show that impacted by relentless hardships and challenges, in Sri Lanka, 63% of females are engaged in housework without employment, with 36% interested in self-employment but lacking the necessary capital and guidance. In addition, Sri Lanka’s female labour force has reduced from 37% in 2017 to 33% in 2022[i]. 

Established in 1959, Homerun has a rich heritage in Sri Lanka and manufactures a range of products including pastels, pencils, colour pencils and books. Homerun' as a part of Atlas Axillia Co. (Pvt) Ltd is dedicated to creating positive change in the lives of those who need it the most, inspiring these women to not only create sustainable businesses but also to cultivate a sense of independence and confidence.