The Ministry of Rural Development is expanding market access for rural women Self Help Groups (SHGs) under the Deendayal Antyodaya Yojana–National Rural Livelihoods Mission (DAY-NRLM). The initiative focuses on strengthening market access through multiple channels including retail stores, organization of SARAS Melas, and promotion of SHG products through digital marketing platforms across the country, with specific mention of Rajasthan.
All State Rural Livelihoods Missions (SRLMs), including Rajasthan's Rajeevika, are required to organize at least two SARAS Fairs annually in their respective states. The Rajasthan State Rural Livelihoods Mission has identified locations for organizing SARAS Melas and establishing retail outlets under the State SHG brand based on market potential and local requirements.
The Ministry supports women SHGs from small towns, rural areas, and aspirational districts of Rajasthan through various marketing interventions. These include development of State-level SHG brands, training on packaging, labelling, product standardization, and participation in SARAS Melas, exhibitions, and trade fairs. SHGs are also onboarded on eSARAS and other e-commerce platforms.
Capacity building initiatives focus on digital marketing and facilitation of participation in selected business fairs and exhibitions to promote export-ready SHG products. The National Institute of Rural Development and Panchayati Raj regularly conducts capacity building and skill development programs covering product development, branding, packaging, quality improvement, digital marketing, enterprise management, export procedures and documentation, and market readiness to strengthen SHG access to domestic and international markets.
This information was formally provided by the Minister of State for Rural Development, Dr. Chandra Sekhar Pemmasani, in a written reply in Rajya Sabha on July 31, 2026.