Homerun unveils 'Mau Diriya' initiative empowering underprivileged mothers as Entrepreneurs to create safe and happy homes for children

The country’s oldest stationary brand ‘Homerun’, having served Sri Lankan children for over six decades, formally launched ‘Homerun Mav Diriya’, a women empowerment entrepreneurship program with an aim to create safe and happy homes.

As a result of Covid and the financial crisis, marginalized mothers are forced to abandon their children in search of employment, impacting the family's stability and well-being. Additionally, due to maternal migration children too face many challenges, including involvement in economic activities, dropping out of school, and facing physical and sexual abuse.

Further 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].

The Homerun Mav Diriya program aims to be the voice of the voiceless to these resilient yet underprivileged mothers to improve their economic independence, contribute to social development, and uplift their families' living conditions.

It embodies a comprehensive initiative, empowering the mothers through home-based entrepreneurship, and creating a positive impact on their lives, the well-being of their families and communities.

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.

The program also emphasizes the importance of retaining mothers at home through sustainable business ventures and minimizing children's involvement in economic activities. The program will encourage 2,500 mothers by 2030 enabling financial independence in starting home-based businesses.

As an initial step, Homerun seeks to select and train mothers based on their business proposals, providing them with training on how to start a business. The first batch of 50 women will be provided comprehensive training on critical aspects including financial planning, business basics, self-development, product promotions etc.

After evaluating their proposals, Homerun will select 10 mothers to receive seed capital of up to LKR 100,000 and support to kickstart their ventures such as home-baking, handicrafts, apparel manufacturing, salon services etc. The goal is to enable these mothers to sustain their families without having to leave their homes, ensuring that their children remain in school and the family is protected.

Established in 1959, Homerun has a rich heritage in Sri Lanka and manufactures a range of products including pastels, pencils, colour pencils and books. Mothers interested in submitting business proposals can find the necessary details printed on the back of all Homerun product packaging.

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.