The eSARAS (SARAS Aajeevika) platform, developed by the Ministry of Rural Development under the Deendayal Antyodaya Yojana–National Rural Livelihoods Mission (DAY-NRLM), serves as the official online marketplace exclusively for products made by women Self-Help Groups and their federations. The platform provides digital storefront access to 8.62 crore women SHG members, with 85% directly linked to the Ministry of Rural Development's network as of February 2024, offering institutional support for marketing, branding, and logistics while eliminating intermediaries.
Platform Scope and Categories
eSARAS features handcrafted goods from rural artisans across India, including weavers of Chanderi sarees from Madhya Pradesh, marble artisans from Rajasthan, and Pashmina producers from Jammu & Kashmir. The platform lists local products across six major categories: Home and Living, Women's Apparel and Accessories, Men's Apparel and Accessories, Personal Care, Food Items, and Kids Toys & Accessories.
Institutional Support and Reach
DAY-NRLM covers 7,627 blocks nationwide and has built a cadre of 1.51 crore community members to support these enterprises at the grassroots level. The initiative represents a significant outcome of the Digital India programme, transforming how rural craft reaches consumers through digital infrastructure.
Platform Evolution and Integrations
What began as a simple web portal has evolved into a full-stack e-commerce ecosystem with several key milestones: the eSARAS Portal Launch (https://www.esaras.in/) for better marketing of SARAS products; Mobile App Launch alongside the eSARAS Fulfilment Centre for processing, packaging and shipping; integration with ONDC making SHG products available across 11+ buyer apps reaching 20 crore+ buyers with 800+ handcrafted products listed; and listing on UMANG which now serves 2,572 services with 796.69 crore transactions as of June 2026.
Additional Initiatives
The platform has expanded with the SARAS Shakti Collection, a premium curated gift collection launched at Rashtriya Gramin Vikas Sammelan 2026 for institutional and corporate markets, and the establishment of a permanent retail gallery at Baba Kharak Singh Marg, New Delhi, showcasing curated SHG products. With expanding integrations across digital platforms, eSARAS is positioning rural producers to compete in larger markets while preserving India's craft heritage and driving inclusive, women-led rural development.