Emirates NBD Egypt and ENID Partner to Empower Women in Upper Egypt Through Heritage Handicrafts Revival
Emirates NBD Egypt has signed a strategic cooperation protocol with the Egyptian Network for Integrated Development (ENID / "El Nidaa") to launch a comprehensive socio-economic development initiative in Upper Egypt. Focused primarily on the Qena governorate, the project aims to revive traditional pottery and heritage handicrafts while providing localized economic empowerment, sustainable income generation, and market integration for women.
The partnership bridges cultural preservation with tangible economic advancement, establishing an end-to-end ecosystem that guides beneficiaries from vocational training through to commercial production and market sales.
Project Scope and Implementation Strategy
The initiative transcends standard vocational training by integrating operational support and direct commercialization channels to ensure long-term financial sustainability for the participants:
Implementation PillarOperational Details
Target BeneficiariesDirect training and capacity building for 50 female artisans in Upper Egypt.
Capacity Building & QualityAdvanced training in pottery craftsmanship to elevate product quality, alongside specialized modules in marketing and export-readiness.
Operational SupportProvision of raw materials, production supplies, and new equipment, coupled with maintenance and upgrading of existing machinery to boost production capacity.
Market IntegrationThe partnership includes direct purchasing agreements for the crafted products, securing an immediate local market channel and paving the way for future export expansion.
Stakeholder Perspectives
Emirates NBD Egypt: Dr. Amgad Doma, Chief Strategy and Sustainability Officer, emphasized the bank's commitment to transforming Corporate Social Responsibility (CSR) into sustainable economic engines. He noted that the initiative preserves an authentic component of Egyptian heritage while directly enhancing the financial resilience of local families.
ENID (El Nidaa): Dr. Walid Brikaa, Executive Director, and Dina El Beltagy, Marketing and Corporate Communications Manager, highlighted the project's holistic model. By linking skills development directly to production upgrades and tangible marketing opportunities, the initiative effectively transitions traditional crafts into viable, competitive economic enterprises capable of accessing new markets.