Lucknow: Products made by women-led self-help groups (SHGs) in villages across Uttar Pradesh are being connected to online marketplaces, giving local producers access to digital sales channels beyond their immediate markets.
More than 3,000 SHG products are being made available through platforms including Amazon, Flipkart, Meesho, Prerna Mart, eSARAS and the Open Network for Digital Commerce (ONDC).
The initiative is part of efforts to strengthen the marketing and market-linkage network for products made by rural women.
543 Prerna Saras Stores Set Up Across UP
According to the information provided by the state government, 543 Prerna Saras stores have been established across Uttar Pradesh to provide physical outlets for products made by women-led SHGs.
Read Also: Uttar Pradesh Sees Growing Women’s Participation in Workforce, SHGs and Entrepreneurship
The state has also developed online and offline marketing channels for more than 3,000 products.
The marketing network covers activities such as:
- Product branding and packaging
- Retail and online sales
- Market linkages for SHG products
- Connecting rural producers with wider consumer markets
Online Platforms Expand SHG Market Access
The products are being connected with several established digital platforms, including:
- Amazon
- Flipkart
- Meesho
- eSARAS
- Prerna Mart
- ONDC
The Ministry of Rural Development has separately established eSARAS under the Deendayal Antyodaya Yojana–National Rural Livelihoods Mission (DAY-NRLM) and has partnerships with major e-commerce platforms to facilitate the marketing of SHG products. eSARAS is also a Seller Network Participant on ONDC.
Focus on Branding, Packaging and Market Linkages
Arun Kumar, Mission Director of the Rural Livelihoods Mission, said the focus is on creating entrepreneurship opportunities for women in SHGs rather than limiting their activities to savings and credit.
He said the state’s approach combines production, packaging, branding and market linkages to support women-led rural enterprises.
According to Kumar, access to markets is an important requirement after production. The state has therefore been developing systems to connect local products with buyers through both physical stores and digital platforms.
Bijnor Aggregation Centre Begins Online Marketing
Online marketing has also begun through the Bijnor state aggregation centre, according to Kumar.
The aggregation model brings products from different SHGs together on a common platform for marketing and sales.
The broader government-backed SHG ecosystem already uses platforms such as GeM, Amazon, Flipkart, Meesho, eSARAS and ONDC to connect rural producers with wider markets.
The Uttar Pradesh initiative combines the network of 543 Prerna Saras stores with digital sales channels for more than 3,000 products, creating both physical and online avenues for marketing products made by women-led SHGs.
Read Also: UP Cabinet Clears Funds for New Cities in Lucknow, Unnao and Rae Bareli
