Aseel: Revolutionizing Aid Distribution in Afghanistan

Providing Essential Aid and Empowering Afghan Artisans

Originally positioned as the "Etsy of Afghanistan," Aseelapp.com has emerged as a vital tool to direct aid to specific regions. Through its innovative app and website, Aseel connects local artisans producing exquisite handmade goods, such as blankets and jewelry, with customers worldwide. Moreover, Aseel serves as a platform for selling these unique creations and provides training in handicrafts and business practices to empower the artisans.

A Beacon of Hope Amidst a Humanitarian Crisis

In July 2021, Nasrat Khalid, the founder of Aseel, received distressing news while speaking on the phone with a colleague based in Kabul. Mohammed Nasir, the chief of operations for Aseel, informed Khalid about the dire situation: Kabul had transformed into a massive refugee camp, signifying a full-blown humanitarian crisis.

With the U.S. forces withdrawing from Afghanistan and the Taliban gaining control over various cities, Khalid, based in Washington, D.C., was worried about his home country. His team in Afghanistan faced immense challenges in shipping products to customers, and local artisans experienced a sharp decline in their incomes. Furthermore, the escalating danger prompted many artisans to flee their provinces.

A Systematic Approach to Aid Distribution

Motivated to make a difference, Khalid took decisive action to support his people. He allocated a portion of the company's savings to purchase food, which Nasir then delivered to a refugee camp in Kabul. Unfortunately, the hunger-stricken crowd swarmed the truck, tearing Nasir's clothes in desperation.

Recognizing the need for a more organized approach, Khalid implemented a comprehensive distribution system. Every aid recipient received a unique identification number, enabling Aseel's technology infrastructure to track each delivery meticulously. "We developed an entirely new distribution system," Khalid proudly stated.

To facilitate contributions, Aseel incorporated an emergency-response page on its website. This feature allows donors to contribute funds or purchase emergency packages containing food and supplies. Donors even have the option to choose a specific recipient, enabling expat Afghans to support their own family members.

Empowering Fundraising Efforts and Impact Expansion

Building upon their success, Khalid introduced a GoFundMe-style page on Aseel's website. This platform empowers individuals to launch fundraising campaigns targeting various causes, such as providing food to specific provinces or funding vocational programs for girls. Through strategic partnerships, including one with the U.S.-based organization Women for Afghan Women, Aseel has raised over US$750,000 and positively impacted the lives of half a million people as of early 2023.

One of the recipients, Fatima, a single mother living with 12 people in a cramped one-room house in Kabul, expressed her gratitude for Aseel's assistance. Through a translator, she shared, "Aseel's food packages helped me survive the most challenging days of my life." Prior to receiving Aseel's aid, Fatima and her sister struggled to provide enough food for their children while ensuring they could attend school. "I vividly remember the day I received the first food package. My children played music and danced throughout the entire day." Additionally, Fatima has enrolled in an Aseel apprenticeship program, which will equip her with the skills needed to secure employment with a local handicraft company.

In November 2022, Nasrat Khalid's exceptional leadership and innovative initiatives earned him the prestigious leadership and innovation award from the Society for International Development. Jason Criss Howk, the director of the U.S. advocacy group Global Friends of Afghanistan, commended Khalid for Aseel's charitable endeavors and its impactful for-profit operations.

"Aseel has become an indispensable tool for targeted aid distribution within the country," Howk praised. "By sourcing and distributing locally, they are actively stimulating the Afghan economy." He further believes that Khalid's model could be extended to help people in other nations, offering a low-overhead solution that traditional aid organizations often struggle to achieve.

Looking ahead, Khalid aims to expand Aseel's efforts in Turkey's Afghan refugee camps and forge collaborations with additional aid organizations. Khalid's determination to transform adversity into an opportunity for positive change is palpable. "When Afghanistan collapsed, I initially felt powerless," Khalid confided. "However, during this disaster, Aseel emerged as a lifeline for people in desperate need."