Cyber smart certification programme – Mission for Elimination of Poverty in Municipal Areas,Andhra Pradesh

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Case Study

The Cyber Smart Certification Programme by the Mission for Elimination of Poverty in Municipal Areas (MEPMA), Andhra Pradesh, represents a transformative initiative in digital empowerment aimed at bridging the digital divide among the urban poor, especially women. MEPMA, established by the Government of Andhra Pradesh, has played a significant role in mobilizing over 28 lakh women into Self-Help Groups (SHGs), fostering socio-economic upliftment through collective action. While MEPMA has made notable strides in empowering urban communities, a persistent barrier remained—low levels of digital literacy. Recognizing that access to technology and digital tools is no longer optional but essential for full participation in society, MEPMA launched the Cyber Smart Certification Programme in December 2024 to address this critical gap.

Despite a relatively high general literacy rate of 78.52% in Andhra Pradesh, digital literacy stands at a starkly low 20%. This disparity places SHG women at a disadvantage, restricting their ability to access financial services, engage in e-commerce, and protect themselves from cyber threats. Many of these women rely heavily on intermediaries for basic digital tasks, which not only adds to their costs but also limits their autonomy. Additionally, a lack of digital awareness increases their vulnerability to scams, misinformation, and data breaches. The inability to leverage online platforms also means lost opportunities for entrepreneurship and market expansion. MEPMA’s response through the Cyber Smart Certification Programme was designed to reverse these disadvantages and empower women to participate confidently and safely in the digital economy.

The programme’s primary objective was to build digital confidence and self-reliance among SHG women, enabling them to access markets, manage digital transactions, and protect themselves online. The training modules covered a wide range of topics including digital literacy, use of financial tools, awareness of artificial intelligence applications, and essential cybersecurity practices. These modules were crafted with input from stakeholders to ensure relevance and ease of understanding, and were delivered through a combination of video lessons and practical training. The training content, prepared in the local Telugu language, focused on four key areas—data privacy, device security, scam detection, and social media awareness. This regionalized and accessible approach was central to the programme’s success.

To implement the initiative, MEPMA partnered with REACH Foundation for training delivery and secured financial support from WNS Global Foundation, which contributed ₹4 per participant. Trainers of Trainers (ToTs) were selected and equipped to disseminate the knowledge across all Urban Local Bodies (ULBs). A well-coordinated training schedule ensured wide geographic coverage, reaching urban women even in under-resourced areas. Over the course of three months, from December 2024 to March 2025, more than 3.05 lakh SHG women were trained and certified. This rapid scale-up was possible due to meticulous planning, community participation, and the robust SHG network built over the years.

The programme was not without its challenges. Many participants had minimal exposure to digital devices, necessitating continuous handholding and technical support. Limited access to smartphones and internet connectivity posed logistical difficulties, especially in remote urban areas. The generally low literacy levels among participants also made it harder for some to fully grasp digital concepts, requiring the content to be simplified and illustrated with relatable examples. Moreover, sourcing skilled trainers who could explain complex digital safety concepts in simple, vernacular terms was a hurdle. Finally, the need for ongoing content updates to keep pace with fast-changing digital threats added to the complexity of the initiative.

Despite these challenges, the Cyber Smart Certification Programme achieved significant outcomes. Smartphone adoption among participants rose to 64%, and digital tool proficiency increased from 20% to 40%. Women reported higher confidence in conducting digital transactions, accessing government schemes, and promoting their products through online platforms. The most remarkable milestone came on March 8, 2025, when over 1.37 lakh e-commerce transactions amounting to ₹2.16 crores were completed by SHG women in a single day. This unprecedented achievement earned the programme several accolades, including a Guinness World Record for “Most Users in an e-Business Video Lesson” and three titles from the World Records Union, recognizing it as the largest state-led e-commerce initiative promoting women entrepreneurs.

The success of the initiative has also laid the groundwork for scalability and replication. MEPMA plans to integrate the programme into its Pragnya Virtual Training Academy, offering monthly, self-paced courses to continuously upgrade SHG members’ digital skills. The programme’s structure—leveraging the CBO hierarchy from Zilla Urban Samakhyas down to individual SHGs—offers a replicable model for other states and government departments. Its top-to-bottom approach ensures standardized training while allowing localized implementation.

Reflections from the initiative underscore the importance of regular monitoring, feedback loops, and technical support to ensure training effectiveness. It also highlights the necessity of investing in infrastructure—particularly internet access and device availability—without which digital literacy efforts cannot be sustained. Another major takeaway was the critical role of customized content, which must evolve with participants’ needs and emerging digital trends. The programme also revealed that the real impact of digital training comes not only from imparting skills but from changing attitudes—giving women the confidence and motivation to explore new possibilities and take control of their digital lives.

The Cyber Smart Certification Programme by MEPMA stands as a compelling example of how public policy, when thoughtfully designed and inclusively implemented, can significantly transform lives. In just three months, the initiative brought over 300,000 women into the fold of the digital economy, not just as users but as empowered contributors. Beyond digital skills, the programme instilled self-confidence, opened up economic avenues, and strengthened SHG members’ roles as decision-makers in their households and communities. In a time when technology is both an opportunity and a risk, this initiative has shown how vulnerable populations can be equipped not only to survive but to thrive in the digital age.

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For more information, please contact:
Tej Bharath N at mdmepma2@apmepma.gov.in

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