The Ministry of Rural Development convened a meeting chaired by Secretary Shri Rohit Kansal to review marketing initiatives under the Deendayal Antyodaya Yojana - National Rural Livelihoods Mission (DAY-NRLM) with the objective of creating six crore Lakhpati Didis. The strategy focuses on enhanced livelihood opportunities through enterprise promotion, improved financial inclusion for rural women, capacity building, marketing activities, training, and handholding support for Self-Help Group (SHG) members.
Infrastructure Development
The department proposed establishing 700 SHE-MARTs in high-potential commercial locations with strong backward and forward market linkages to ensure sustainable market access for SHG products. Additionally, 1,000 District Fulfilment Centres and Centres of Excellence will be set up, along with strengthening State-Level Federations to promote SHG-led enterprises. These infrastructure developments aim to enable rural women producers to transition from livelihood generation to ownership of professionally managed, community-owned enterprises with sustained access to organised markets.
Operational Directives and Guidelines
Secretary Kansal directed the preparation of a comprehensive annual calendar of activities with strict adherence to timelines. He emphasized recognizing outstanding contributions through an expanded awards framework including categories for Best Performing State, Best Women Entrepreneur, Best Digitalization Initiative, Highest SHG Fund Transfer Achievement, and Lakhpati Didi Award. The meeting also reviewed detailed operational guidelines providing a common framework, standard operating procedures, and clearly defined roles, timelines, and processes for States and Union Territories.
Marketing and Digital Initiatives
The review examined a proposed unified national marketing identity for Saras Aajeevika aimed at consolidating fragmented branding into a single, premium national brand with improved product positioning and quality packaging that highlights artisans and communities. Progress on the redesigned e-Saras portal was reviewed, which is being transformed from a single-vendor website into a multi-vendor, omni-channel marketplace to expand digital reach. Plans for reimagining the flagship Saras Gallery at Connaught Place, New Delhi were discussed to create a more immersive customer experience.
Additional Initiatives
The Secretary directed development of revised SARAS Mela Guidelines and encouraged increasing the number of SARAS Melas at national and state levels to enhance sales opportunities. He issued directions to launch the Producer Group App and address delays in loan applications through the Jan Samarth Portal, while stressing increased awareness among bankers regarding DAY-NRLM credit-linked schemes. The proposal to establish national hubs for product innovation, design development, packaging enhancement, quality compliance, and capacity building was considered to improve competitiveness and market readiness of SHG products.