eSaras Digital Commerce Platform Strengthens Rural Livelihoods
The Ministry of Electronics and Information Technology (MeitY) and Ministry of Rural Development (MoRD) have developed eSaras as a government-backed digital commerce platform under the Deendayal Antyodaya Yojana – National Rural Livelihoods Mission (DAY-NRLM). This initiative represents a significant component of India's Digital India programme, now completing eleven years, aimed at creating inclusive digital opportunities for rural citizens.
The platform serves as the official e-commerce platform of MoRD, connecting over 8.99 crore registered Self-Help Group (SHG) members with customers across India. eSaras features more than 1,400 products including chips, papad, honey, handicrafts, pickles, spices, millet-based foods, bamboo crafts, wooden handicrafts, terracotta products, handloom sarees, shawls, cotton garments, home décor items, herbal soaps, essential oils, dairy products, ghee, and woollen products.
Technology Infrastructure and Integration
eSaras is built on Digital Public Infrastructure principles with integration to UMANG, secure digital payment systems, logistics partners, and API-based digital verification services. The platform utilizes digital seller verification through LokOS ecosystem and offers multilingual services powered by BHASHINI. Accessibility features include text-to-speech support, adjustable text size, and visual accessibility options for persons with disabilities and senior citizens.
The platform has expanded through integration with the Open Network for Digital Commerce (ONDC), with 800+ buyers accessing SHG products through ONDC-enabled buyer applications and products available through 11+ buyer applications. The web portal launched on 28 October 2022, followed by the Android mobile application on 28 June 2023, with subsequent additions of Power BI-based analytics and expanded digital services.
Market Access and Sales Channels
Beyond digital commerce, the initiative organizes more than 50 SARAS Melas annually to promote rural enterprises. The platform enables rural women entrepreneurs and Agri Produce Collecting & Marketing FPOs to market their products nationwide, reducing dependence on intermediaries and enabling direct access to national markets.
Value Addition and Product Diversification
eSaras encourages value addition by supporting SHGs in processing and packaging agricultural produce into higher-value products such as chips, papad, pickles, jams, squashes, candies, packaged spices, processed pulses, and bottled honey. This approach helps rural producers earn higher returns from the same agricultural output while improving shelf life and branding.
Capacity Building and Training
Under DAY-NRLM, women associated with SHGs receive comprehensive training in digital onboarding, product listing, branding, packaging, product photography, digital marketing, inventory management, order processing, customer service, financial literacy, and logistics management. These capacity-building initiatives equip rural women with skills to independently manage online businesses.
Impact Measurement and Beneficiary Success
The programme supports the Government's vision of creating 6 crore Lakhpati Didis by 2029. A specific success story highlighted is Falak Self-Help Group from Khurja, Uttar Pradesh, which has been successfully selling GI-tagged Khurja Pottery through eSaras for three and a half years, expanding beyond local markets to customers across India with reliable logistics support for fragile handcrafted products.
Livelihood Diversification
eSaras helps diversify income beyond seasonal agricultural earnings by enabling SHGs and rural producer groups to generate revenue throughout the year through food processing, farm-based enterprises, handicrafts, handloom, honey, dairy products, herbal products, personal care items, and home décor, creating additional sustainable income opportunities particularly during non-harvesting seasons.