In a bold step toward strengthening the rural economy and bridging the urban-rural economic divide, India has launched several initiatives under the Ministry of Rural Development to accelerate the growth of village e-commerce. Through the implementation of innovative programs and strategic collaborations, the ministry aims to enhance market accessibility for rural entrepreneurs, particularly women engaged in Self-Help Groups (SHGs). These efforts are underpinned by the Deendayal Antyodaya Yojana – National Rural Livelihoods Mission (DAY-NRLM), a flagship initiative designed to promote inclusive and sustainable economic growth in rural India.
One of the cornerstone achievements of this effort is the e-Saras portal, introduced in 2022 to provide an online marketplace for SHG products. The platform has already delivered impressive results, facilitating the sale of over 3.4 million products and distributing more than 8,000 unique items across 30 states and union territories. By granting SHGs direct access to a nationwide market, e-Saras has effectively showcased the talent and craftsmanship of rural producers, breaking down barriers to market entry and leveling the playing field for small-scale entrepreneurs.
In addition to the e-Saras initiative, the ministry has partnered with the Government e-Marketplace (GeM) to create a dedicated “SARAS Collection” storefront for SHG products. This storefront has further amplified the reach of rural artisans and weavers, giving them a prestigious platform to display their creations. Collaboration agreements have also been forged with prominent private-sector e-commerce players, including Flipkart, Amazon, Meesho, and JioMart. These partnerships leverage programs like Flipkart Samarth, Amazon Saheli, and Meesho’s initiatives, offering SHGs invaluable access to national markets and empowering artisans, weavers, and craftsmen through innovative digital marketing strategies.
As part of its forward-thinking approach, the Ministry of Rural Development has integrated with the Open Network for Digital Commerce (ONDC), further broadening the scope for rural SHGs to connect with buyers on this transformative platform. Several state governments have also taken proactive steps by developing their own e-commerce platforms tailored to support SHG products and promote local entrepreneurship.
Despite these advancements, rural entrepreneurs have faced challenges in adopting e-commerce platforms. Key obstacles include limited awareness of e-commerce operations such as product packaging, pricing, quality control, and order fulfillment. To address these issues, the government has provided training to over 4,500 SHG members, equipping them with the skills needed to thrive in the competitive e-commerce landscape. Logistical constraints and inadequate internet connectivity have also posed difficulties, prompting innovative solutions under the BharatNet project and the Universal Service Obligation Fund (USOF) schemes. These initiatives aim to bring broadband and 4G connectivity to remote villages, ensuring that rural entrepreneurs have the digital infrastructure necessary to succeed.
To further overcome logistical challenges, over 2,700 products from 170 SHGs have been onboarded to the e-Saras platform, supported by a dedicated fulfillment center. Under the Digital India initiative, technology-led startups and innovation schemes such as Technology Incubation and Development of Entrepreneurs (TIDE 2.0), Gen-Next Support for Innovative Startups (GENESIS), and domain-specific Centers of Excellence have been mobilized to enhance the e-commerce ecosystem in rural areas.
The rural e-commerce campaign has also benefited from targeted awareness-building efforts through digital marketing initiatives centered on the brand Saras Aajeevika. These efforts seek to establish the credibility of SHG products while fostering pride in rural craftsmanship.
By addressing structural challenges and providing targeted support, the government’s multi-pronged strategy is driving the integration of rural entrepreneurs into the mainstream economy. The collaboration between public and private stakeholders highlights the shared commitment to enabling rural transformation, empowering women, and harnessing the untapped potential of India’s vast rural workforce.
With these initiatives, India is charting a new course for rural economic development, showcasing a model of progress that blends tradition with innovation. The success of village e-commerce and SHG empowerment underlines the promise of a digital, inclusive economy that uplifts every citizen, regardless of their geographic location.
