This study evaluates the role of "Joyeeta," a significant government initiative in Bangladesh, as a transformative platform for women's empowerment. By providing a dedicated space for women entrepreneurs to showcase and sell their products, Joyeeta addresses the critical challenge of market access that many rural and urban women face. The research analyzes how this platform fosters economic independence, enhances entrepreneurial skills, and promotes social recognition for women. Through a sociological lens, the paper examines the impact of Joyeeta on the traditional socio-economic structures of Bangladesh, highlighting its success in creating a brand identity for women-led businesses. The findings suggest that by bridging the gap between producers and consumers, Joyeeta not only improves the livelihood of individual women but also contributes to the broader national goal of gender equality and inclusive economic growth. The study concludes that such institutional platforms are vital for dismantling patriarchal barriers and institutionalizing women's participation in the mainstream economy.

Keywords: Joyeeta, Women Empowerment, Entrepreneurship, Economic Independence, Bangladesh.