An initiative aimed at strengthening small women-led businesses from rural areas was launched on 18 February 2026 in Leskovac. The event was organized by the Institute for Development and Innovation (IRI), together with the Center for Development of Jablanica and Pčinja Districts.
This event marked the beginning of a broader, structured support process that will continue in the coming months. The initiative focuses on providing practical assistance in branding and graphic design to women entrepreneurs who run small businesses in villages across the Jablanica and Pčinja districts. Following a selection process, five of the most prominent women entrepreneurs were selected to receive tailored support and took part in the first working meeting in Leskovac.
The main objective of the initiative is to help these women improve their market visibility, strengthen their brand identity, and expand their presence in local and regional markets. During the initial event, participants received introductory guidance on visual identity development, product presentation, packaging design, and communication strategies, laying the foundation for further individual work.
In the months ahead, the Institute for Development and Innovation, together with members of the ESIRA Multi-Actor Platform (MAP) from the Jablanica and Pčinja districts, will continue to work closely with the selected participants. Through ongoing mentoring, technical assistance, and advisory support, the partners aim to provide continuous, hands-on guidance adapted to the specific needs of each business. The intention is not only to enhance branding and market positioning, but also to strengthen business sustainability, strategic planning, and long-term growth potential.
Supporting women’s entrepreneurship in rural areas is particularly important for southern Serbia, where many villages face depopulation, limited employment opportunities, and structural economic challenges. Women frequently bear a disproportionate share of unpaid care and agricultural work, while at the same time encountering limited access to markets, finance, professional services, and development networks.
By strengthening their small businesses, the initiative contributes not only to individual income generation, but also to greater household stability, diversification of local economic activities, reinforcement of short value chains, and increased resilience of rural communities. Empowered women entrepreneurs play a key role in sustaining local economies and preserving the social fabric of rural areas.
Through this launch event, IRI reaffirmed their commitment to inclusive local development and the long-term socio-economic revitalization of the Jablanica and Pčinja districts.
