Deendayal Antyodaya Yojana – National Rural Livelihoods Mission (DAY-NRLM) has taken a significant step towards strengthening the marketing support for products made by women belonging to Self-help Groups (SHGs). The mission has launched the eSARAS mobile app, which will serve as a platform for eCommerce initiatives, enabling easier marketing and sales of SHG products. The app was inaugurated by Shailesh Kumar Singh, Secretary of the Ministry of Rural Development, Government of India, along with the opening of the eSARAS Fulfillment Centre in New Delhi.
The eSARAS fulfillment centre, managed by the Foundation for Development of Rural Value Chains (FDRVC), will handle the processing, packaging, and shipping of products purchased through the eSARAS Portal and mobile app, ensuring smooth logistics and timely delivery to customers.
With the launch of the eSARAS app, DAY-NRLM aims to provide a more effective platform for marketing authentic handicrafts and handlooms created by women in SHGs. This initiative aligns with the mission’s goal of promoting local products and livelihoods. Secretary Shailesh Kumar Singh emphasized the importance of supporting SHGs and enabling multiple sources of livelihood for each household. The app brings the products made by SHG members to the fingertips of customers, enhancing accessibility and customer-friendliness.
The event also highlighted DAY-NRLM’s comprehensive marketing strategy, which includes both online initiatives like the eSARAS app and on-ground events such as SARAS Melas and Saras Food Festivals. These initiatives aim to create a 360-degree approach to promoting and showcasing SHG products. The support extended by DAY-NRLM and the eSARAS app has received a positive response from SHGs nationwide, empowering them to participate actively in marketing their products.
FDRVC, as a partner organization, expressed their commitment to leveraging the eCommerce boost provided by the eSARAS app. The launch event witnessed the presence of senior officials from the Ministry and delegates from partner organizations, highlighting the collaborative efforts towards empowering women-led SHGs and promoting their products in the market.