New Delhi: The Ministry of Rural Development is strengthening market access for women-led Self Help Groups (SHGs) through the eSARAS digital marketplace and SARAS Melas, enabling rural producers to reach customers across the country through both online and offline platforms.
The initiatives, implemented under the Deendayal Antyodaya Yojana–National Rural Livelihoods Mission (DAY-NRLM), aim to improve the market reach of SHG products while equipping rural entrepreneurs with digital and business skills.
eSARAS Expands Digital Market Access for SHGs
The Ministry has developed and launched the eSARAS platform as a dedicated digital marketplace for products made by Self Help Groups.
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In addition to facilitating direct sales through its own platform, eSARAS also enables SHG products to be sold on major e-commerce platforms, including Flipkart, Amazon and Meesho, expanding their access to customers nationwide.
The platform has been developed in collaboration with the Digital India Corporation to support women-led SHGs, rural artisans and producer collectives in marketing their products across India.
Training and Digital Support for Rural Entrepreneurs
To help more SHGs and rural producer organisations join the platform, the Ministry provides digital onboarding support, including:
- Online product cataloguing
- Inventory management
- Secure digital payment facilities
Women associated with SHGs are also provided training in digital onboarding, branding, packaging, product photography, digital marketing, customer service and product pricing.
The Ministry has further established a dedicated Fulfilment Centre to streamline product collection, packaging, inventory management and last-mile delivery of SHG products.
In addition, the National Institute of Rural Development and Panchayati Raj (NIRDPR) regularly conducts capacity-building and skill development programmes covering:
- Product development
- Branding and packaging
- Quality improvement
- Enterprise management
- Export procedures and documentation
It also covers market readiness to help SHGs to strengthen their access to domestic and international markets.
SARAS Melas Continue to Generate Market Opportunities
Under the Ministry’s guidelines, all State Rural Livelihoods Missions are encouraged to organise at least two SARAS Melas every year in their respective States and Union Territories.
According to the Ministry, four national-level SARAS Melas were organised during FY 2025–26, recording cumulative sales of ₹35.73 crore.
According to the Ministry, SARAS Melas provide SHGs with direct marketing opportunities, improve product visibility, facilitate interactions with institutional and retail buyers and generate substantial sales.
Year-Round Market Access Through Physical and Digital Platforms
The Ministry regularly reviews the performance of the eSARAS platform and SARAS Melas through sales reports and consultations with States.
According to the Ministry, the assessment indicates that the initiatives have significantly improved market access for women SHGs by connecting them with customers beyond their local markets through both physical exhibitions and digital platforms.
While SARAS Melas offer direct marketing opportunities and buyer interactions, the eSARAS platform enables year-round online access to markets, helping rural enterprises expand their business reach.
