In 2018, Washington-based Aseel started its journey as a tech-driven solutions provider, with a commitment to uplift artisans and underserved communities in Afghanistan and Turkey. The company foresees onboarding all 46 underdeveloped countries to the digital economy, paving the way to connect three billion people excluded from active participation in the digital economy. Aseel remains steadfast in delivering sustainable and innovative ideas that serve a broader audience, yielding a more substantial impact.
Aseel has become an online marketplace that connects the aspiring skilled artisans from developing countries with global buyers who value unique, artistic handmade products. The platform caters to a diverse audience, offering a wide array of products ranging from handmade ceramics, art/painting, wooden products, bags and accessories, jewellery, and books. Practising the principle of “Buy Good,” every item showcases a captivating fusion of timeless and contemporary designs.
Another principle at the core of Aseel’s operations is “Do Good,” where a transparent and seamless aid platform works to ensure each donated dollar reaches the right hand. It offers its global users various options, from donating emergency packages, launching or exploring the latest Campaigns and Grand Challenges, to allowing Aseel to decide.
Aseel recently introduced an update to its app called “DirectAid Beta,” which presents a three-in-one approach: Send Aid, Track Aid, and Receive a Video, aiming to make aid delivery more transparent, engaging, and impactful. Through partnerships with reputable organisations and “Atalan Network,” the company delivers crucial humanitarian assistance to vulnerable Afghan families and individuals with registered Omid IDs.
Aseel has launched another large-scale humanitarian initiative to support returnees arriving in Afghanistan. To know more about the campaign, International Finance caught up with Nasrat Khalid, the founder and CEO of Aseel app, who shed further insights into the initiative and “Campaign + by Aseel,” another crowdfunding effort.
Could you share details about Aseel’s recently launched large-scale humanitarian initiative to support returnees arriving in Afghanistan?
At Aseel, we believe the journey doesn’t end with emergency aid—it starts there. Many aid efforts tend to be one-off responses, but we’re building a long-term pathway for returnees to rebuild their lives with dignity. Our approach begins by registering individuals upon arrival and providing immediate support: emergency nutrition packages, trauma care kits for children (including toys), and temporary shelters like tents. But we don’t stop at relief—our work continues as these families return to their home provinces.
A key component of our campaign is the registration of returnee families through our Omid ID system. This digital identification allows us to track families wherever they move within Afghanistan and ensures that aid can be delivered to them consistently, even beyond the border area. Through our Atalan Network—a dedicated group of local humanitarians—we reconnect with each family to ensure they’re not forgotten. This last-mile delivery system helps us offer continued support and reintegration assistance at the community level.
Given the scale of Aseel’s humanitarian efforts, what logistical or financial challenges has the campaign encountered?
Aseel’s humanitarian campaign for Afghan returnees at Torkham has faced several logistical and financial challenges. Torkham is located around one and a half hours from Jalalabad city, which already makes aid delivery time-consuming. On top of that, some essential supplies, especially shelter items and tents, are not available in bulk in Jalalabad. We often have to transport these items from Kabul, which is about six to seven hours away, adding both time and cost to the process.
While we haven’t faced issues with storage, the short stay of many returnees at the border camp creates an additional challenge. Most families leave shortly after arrival, making it hard to distribute aid directly at the camp. To solve this, we’ve introduced the Omid ID system.
Each family is registered and given an Omid Card, allowing us to locate and assist them once they reach their final destination in any province. This system helps us continue to support them even after they leave the camp and ensures they don’t have to carry heavy aid supplies themselves.
Financially, the increasing number of returnees is placing growing pressure on our resources. Fundraising takes time, and even when we reach our targets, the funds usually cover only a small group of those in need.
Shelter kits and clothing kits are especially costly, so we rely on surveys to prioritise the most vulnerable families. With more funding, we could expand this support to reach many more individuals and provide more comprehensive assistance.
Could you elaborate on the types of support Aseel provides to returnees, and share the measurable impact the initiative has made so far?
Our campaign has already reached over 800 individuals with emergency food packages delivered directly to their tents. We’re now scaling this effort day by day—aiming to serve 500, then 5,000, and beyond. Every new arrival receives a one-week emergency food package as we assist with their transition back to their home provinces. Our next step is to give them temporary shelters for a week and then arrange transportation to their home province.
Can you provide insights into Aseel’s crowdfunding initiative, “Campaign + by Aseel,” and how it supports humanitarian relief?
Campaign+ is Aseel’s purpose-built crowdfunding tool for humanitarian crises like the current returnee emergency. Unlike platforms based in the world’s 20 wealthiest countries, Campaign+ empowers underserved nations to raise funds transparently. Donors receive clear, verifiable proof of impact through images, videos, and documents, showing exactly how their contributions helped.
Could you tell us about collaborations or partnerships Aseel has formed with international NGOs or global humanitarian organisations?
Aseel has partnered with top global institutions to rethink humanitarian aid from the ground up. Our platform, AidOS, was developed through structured research and collaboration with organisations like USAID and MIT. Additional partnerships with groups like Humanity during Ramadan, and cultural initiatives such as a circus show for children affected by the Herat earthquake, show how we combine relief with dignity, joy, and innovation.
Tell us more about “Aseel Atalan,” and how it connects purpose-driven individuals around the world to those in need.
Atalans, meaning “heroes,” are the backbone of our delivery system. They manage the last mile of distribution by picking up care packages from local vendors and delivering them directly to verified beneficiaries. Like modern logistics networks, they’re equipped to provide donors with proof of delivery, ensuring transparency and accountability in every action.
Additionally, Aseel Atalan is built as a robust network to support artisans who create handmade products. From identifying talented artisans in their communities to facilitating shipping overseas, Atalan’s initiatives help transform struggling families into sustainable earners through digital solutions.
Could you explain in detail what “Omid ID” is and how it allows donors to send direct aid to those in need?
Omid ID was recognised as a semifinalist by MIT Solve for its smart approach to humanitarian aid. It’s a special ID card that includes each beneficiary’s verified information and a wishlist of what they need. When a donor selects a care package, our system matches it to someone whose wishlist includes that exact item, making sure the help is relevant and impactful. A powerful example comes from the recent floods in Baghlan.
One affected person shared that he had lost his home and almost everything in it, but he was receiving wheat. What he needed most at that moment was a tent, followed by cooking equipment. This is exactly the kind of gap Omid ID helps to fill. By letting people share what they need, we ensure every donation is useful, timely, and truly life-changing.