The Deendayal Antyodaya Yojna- National Rural Livelihoods Mission (DAY-NRLM) has launched a mobile app called eSARAS to support the marketing of products made by women in Self-help Groups (SHGs). The app was launched by Shailesh Kumar Singh, Secretary of the Ministry of Rural Development, Government of India. As part of the launch, a fulfillment center for eSARAS was also opened at the Ministry’s Janakpuri office in New Delhi.
The eSARAS fulfillment center will be managed by the Foundation for Development of Rural Value Chains (FDRVC), a Not for Profit Company jointly constituted by the Ministry of Rural Development and Tata Trust. The center will handle the processing, packaging, and shipping of products purchased through the eSARAS Portal and mobile app, ensuring that orders are delivered to customers’ doorsteps.
The eSARAS app is an e-commerce platform designed to market the handmade products made by women in SHGs. It is an initiative by the DAY-NRLM and the Ministry of Rural Development to promote the marketing of authentic handicrafts and handlooms. Secretary Shailesh Kumar Singh described the app as a way to further promote the spirit of “Vocal for Local” by making it easier to market products made by SHG Didis (women in SHGs). The Ministry aims to ensure that each SHG household has multiple sources of livelihood, and non-farm enterprises, such as selling SHG products, are an important part of this strategy.
During the event, Charanjit Singh, Additional Secretary of Rural Livelihoods, briefed Secretary Shailesh Kumar Singh on DAY-NRLM’s marketing initiatives. The Secretary emphasized that DAY-NRLM’s approach is comprehensive, including online marketing initiatives like the eSARAS app and portal, as well as on-ground events like SARAS Melas and Saras Food Festivals. The goal is to promote SHG products through both online and offline platforms.
Raghvendra Pratap Singh, Director of Rural Livelihoods, expressed that the support provided by DAY-NRLM has been well received by SHGs across the country, and they are enthusiastic about participating in these initiatives. Bipin Bihari, Co-Lead of FDRVC, thanked the delegates and stated that FDRVC will work with partners to further leverage the e-commerce boost provided by the eSARAS app. The event was attended by senior officers of the Ministry and delegates from other partner organizations.
