Rural Development Ministry reviews DAY-NRLM marketing strategy to strengthen women-led enterprises, SHG products and market access.
NEW DELHI (India CSR): The Department of Rural Development has proposed setting up 700 SHE-MARTs and 1,000 District Fulfilment Centres to strengthen market access for women-led Self-Help Group enterprises and support the national goal of creating six crore Lakhpati Didis under the Deendayal Antyodaya Yojana – National Rural Livelihoods Mission.
The proposal was discussed at a review meeting chaired by Rohit Kansal, Secretary, Department of Rural Development, Government of India. The meeting reviewed the progress of DAY-NRLM and its sub-schemes. Joint Secretaries Swati Sharma and Jayashree M.G., along with senior officials from the Rural Livelihoods Division and the National Mission Management Unit, attended the meeting.
Market Access For Women Producers
The review focused on building a stronger and more integrated marketing ecosystem for rural women producers. The objective is to help women move from livelihood generation to ownership of professionally managed, community-owned enterprises.
The discussions covered community-owned retail systems, a unified national marketing identity, digital commerce platforms, flagship retail infrastructure, institutional support systems and operational guidelines.
The Ministry said improved market linkages, enterprise promotion, financial inclusion, capacity building, training and handholding support will remain central to the strategy.
SHE-MARTs And Fulfilment Centres
The Department proposed 700 SHE-MARTs, 1,000 District Fulfilment Centres and Centres of Excellence. It also proposed strengthening State-Level Federations to promote SHG-led enterprises.
The SHE-MARTs are planned for high-potential commercial locations. They are expected to support both backward and forward market linkages for SHG products. The aim is to provide sustainable market access and improve the visibility of products made by rural women.
Kansal directed officials to prepare a comprehensive annual calendar of activities. He also called for strict adherence to timelines.
Awards For SHG Excellence
The Secretary also stressed the need to recognise outstanding contributions of SHG members and community institutions through an expanded awards framework.
The proposed categories include Best Performing State, Best Women Entrepreneur, Best Digitalization Initiative, Highest SHG Fund Transfer Achievement and Lakhpati Didi Award. Other categories may also recognise excellence within the rural livelihoods ecosystem.
Saras Melas And Digital Platforms
The meeting reviewed non-farm livelihoods and marketing initiatives. Kansal directed the development and issuance of revised SARAS Mela Guidelines.
He also encouraged an increase in the number of SARAS Melas at national and state levels. The objective is to enhance sales opportunities and market outreach for SHG products.
Officials were also directed to launch the Producer Group App and address delays in loan applications submitted through the Jan Samarth Portal. The Secretary also highlighted the need to increase awareness among bankers about DAY-NRLM credit-linked schemes.
Unified National Brand
The review examined the proposed unified national marketing identity for Saras Aajeevika. The initiative aims to bring fragmented branding under one premium and culturally rooted national brand.
The Ministry said better product positioning, quality packaging and storytelling around artisans and communities can improve market visibility for SHG products.
The redesigned e-Saras portal was also reviewed. It is being transformed from a single-vendor website into a multi-vendor, omni-channel marketplace. The change is expected to expand the digital reach of SHG products.
Plans to reimagine the flagship Saras Gallery at Connaught Place, New Delhi, were also discussed. The focus will be on improving customer experience and strengthening retail performance.
Product Innovation And Capacity Building
The proposal to establish national hubs for product innovation, design development, packaging enhancement, quality compliance and capacity building was also considered.
These hubs are expected to help improve competitiveness and market readiness of SHG products. The meeting also reviewed detailed operational guidelines for each initiative.
The guidelines provide a common framework, standard operating procedures and defined roles, timelines and processes for States and Union Territories.
With States and Union Territories leading execution and the Ministry providing strategic guidance, the initiatives are expected to strengthen market access for rural women entrepreneurs and improve the positioning of SHG products in national and global markets.
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