London, 13 October: The British Asian Trust is investing £2m (Rs 46 crores) of match funding from the
UK government – received in support of the Trust’s “If I Can, She Can” Appeal – into its Women’s
Economic Empowerment programme to help Pakistani women whose livelihoods have been impacted
by COVID-19.

The Women’s Economic Empowerment programme equips Pakistani women with the skills, knowledge
and confidence needed to find a job or start their own business in a post-COVID world. So far, it has
helped more than 9,800 women increase their income, placed more than 3,400 women in paid
internships and employment opportunities, and supported over 7,000 women in starting their own
enterprises.

Kamyla Marvi, Pakistan Director of the British Asian Trust, said, “With financial support from the UK
government’s Foreign, Commonwealth & Development Office (FCDO), the programme has helped over
10,000 women from 2017 to 2020 to obtain secure jobs or establish their own businesses.”
The British Asian Trust was founded in 2007, by HRH The Prince of Wales and British Asian business
leaders, to tackle widespread poverty, inequality and injustice in Pakistan, India, Bangladesh and Sri
Lanka.

Richard Hawkes, Chief Executive of the British Asian Trust said, “We are absolutely delighted to have
raised the incredible total amount of £4.69m (Rs 108 crores) – including the £2m matched by the UK
government – thanks to the incredible generosity of our supporters and the government. It is more
important than ever that we all come together to help marginalised people and communities – especially
those whose lives have been devastated due the pandemic.”

He added, “This is a great example of the government, the public and a charity working together on
something incredibly successful that will change the lives of hundreds of thousands of women.”
Other initiatives by the British Asian Trust to drive post-COVID recovery efforts include the “Palaces on
Wheels” charity cycle ride, which saw HRH The Prince of Wales ride a bicycle at Highgrove to see-off
Pakistani-origin and British Asian cyclists on a gruelling 400 km challenge.

The campaign was supported by British Asian Trust ambassadors, including international pop star Katy
Perry, British actor Sanjeev Bhaskar, TV presenter Konnie Huq, chart-topping British musician Naughty
Boy, England cricketer Jos Buttler and Pakistani music maestro Rahat Fateh Ali Khan.

As part of the fundraising efforts, the British Asian Trust collaborated with popular Pakistani channel
GEO TV for its first ever TV appeal. The British Asian Trust also joined Sunrise Radio for an advertising
campaign and the Naz Legacy Foundation to host a series of virtual Iftars.

– ENDS –

Notes to Editors:
For more information, please contact Saiansha Panangipalli at [email protected].

About the British Asian Trust
The British Asian Trust wants to see a South Asia that is prospering and fair for all. Our work supports
large-scale, sustainable solutions that enable poor and marginalised people to achieve their full
potential. Since we started in 2007, we have had a positive impact on the lives of almost 6.6 million
people in India, Pakistan, Bangladesh and Sri Lanka. By enabling our supporters to turn their values into
action, we transform lives. Together we support a South Asia that is better for all.
www.britishasiantrust.org

About UK Aid Match
UK Aid Match brings charities, the British public and the UK government together to collectively change
the lives of some of the world’s poorest and most vulnerable people. It is designed to provide
opportunities for the UK public to engage with international development issues and to allow the British
public to have a say in how UK aid is spent, whilst boosting the impact of the very best civil society
projects to reach the poorest people in developing countries.

The British Asian Trust was selected to be part of the UK Aid Match project run by the Foreign
Commonwealth and Development Office. This means that donations made to their “If I Can, She Can”
Appeal before 31st May 2021 by the UK public were doubled by the UK government, to support people
in the poorest parts of South Asia to rebuild their lives.

Public donations will fund the British Asian Trust’s vital programmes that work to reduce poverty and
disadvantage for communities across South Asia.

Match funding from the UK government will be used to fund their innovative Women’s Economic
Empowerment programme in Pakistan, which will equip women with the skills, knowledge and
confidence needed to find a job or start their own business in a post-COVID world.