Under the auspices and in the presence of Dr. Maya Morsy, Minister of Social Solidarity, along with other dignitaries, eFinance Investment Group and Sonaa El Kheir Foundation, launch the first-of-its-kind mobile sustainability center. These centers aim to provide training and employment opportunities for rural women in the fields of traditional crafts and handmade products, aligning with the global celebration of the International Day of Rural Women on October 15.

Ibrahim Sarhan, Chairman and CEO of eFinance Investment Group, stated, “With the launch of our first mobile sustainability center, we continue our journey of social responsibility, emphasizing women’s empowerment by providing rural women with the resources and opportunities they need.” He emphasized that these mobile centers offer women essential training and tools to build a sustainable income, thereby enhancing their quality of life and promoting financial independence. This initiative falls within the Group's broader strategy for direct social investment while supporting the preservation of traditional crafts.

Ibrahim Sarhan highlighted the partnership with Sonaa El Kheir, underscoring that this initiative aligns with the Group’s strategy to fulfill its pivotal role in supporting rural women and the social and economic empowerment of women across Egypt’s villages. He added that these mobile centers help revive traditional crafts and embed them with modern techniques, creating scalable creative industries that can employ more women within their communities in an eco-friendly manner. The initiative thus furthers key sustainable development goals, including “Decent Work and Economic Growth” and “Reduced Inequality.”

Mostafa Zamzam, Chairman of Sonaa El Kheir Foundation’s Board of Trustees, noted that the launch event will include an exhibition showcasing the products from these sustainability centers and a formal unveiling of the “Innovation Bus.” This bus is a pivotal element of the project, which not only trains rural women in traditional crafts but also equips them with production lines, delivers raw materials, and collects finished goods for marketing, ensuring broader project success.

Zamzam explained that the collaboration with EFIG in launching the first mobile sustainability center forms part of the Foundation’s efforts to expand economic empowerment for underserved communities, particularly women in Egypt’s most vulnerable rural areas. The initiative provides dignified income opportunities while promoting the preservation of traditional crafts and textiles, supporting small and medium-sized enterprises, and improving local livelihoods.

He added that the concept of these sustainability centers emerged from the need for entrepreneurship projects that align with Egypt’s sustainability goals, supporting national priorities like reviving traditional crafts and environmentally friendly labor-intensive industries. This initiative also builds upon previous collaborative projects between Sonaa El Kheir and EFIG, including the development of the Safih village in Fayoum and the Al-Farisiya village in Esna, Luxor, through home renovations and providing essential resources to vulnerable families, such as fishing boats and comprehensive medical support.

The partnership also extends to the “Takafou” scholarship program, which provides funding to underprivileged students excelling at technological universities, covering their tuition throughout their studies, provided they maintain academic excellence.