Egypt expands ‘Ayadi Masr’ to enhance digital marketing of handicrafts

Egypt’s Minister of Social Solidarity and Chair of the Rural and Environmental Industries Support Fund Maya Morsy signed a cooperation protocol with Minister of Local Development Manal Awad to support Ayadi Masr Initiative, aimed at marketing heritage and handmade products and promoting economic empowerment.

The agreement outlines joint efforts between the two ministries to advance local economic development and empower vulnerable groups, including women and youth, while supporting economic clusters across Egypt’s governorates.

The protocol also focuses on expanding the digital marketing of handicrafts through Ayadi Masr online platform by promoting digital transformation and the use of information and communication technologies. This includes greater use of mobile applications and wider internet access in both rural and urban areas, ensuring rural communities benefit from digital inclusion.

Attribution: Amwal Al Ghad English
Subediting: M. S. Salama

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