The Ministry of Rural Development has devised a comprehensive strategy under the Deendayal Antyodaya Yojana - National Rural Livelihoods Mission (DAY-NRLM) to facilitate the creation of 6 crore Lakhpati Didis through enhanced livelihood opportunities and improved financial inclusion for rural women. The strategy focuses on enterprise promotion, capacity building, marketing activities, training, and handholding support for Self-Help Group (SHG) members.
During a review meeting chaired by Secretary Shri Rohit Kansal, the department proposed establishing 700 SHE-MARTs in high-potential commercial locations with strong market linkages, 1,000 District Fulfilment Centres, and Centers of Excellence to strengthen State-Level Federations for promoting SHG-led enterprises. The Secretary directed preparation of a comprehensive annual calendar of activities with strict adherence to timelines and emphasized recognizing outstanding contributions through an expanded awards framework including Best Performing State, Best Women Entrepreneur, Best Digitalization Initiative, Highest SHG Fund Transfer Achievement, and Lakhpati Didi Award.
Key marketing initiatives include developing revised SARAS Mela Guidelines and increasing the number of SARAS Melas at national and state levels to enhance sales opportunities. The meeting reviewed the 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.
Digital transformation plans include launching the Producer Group App, addressing delays in Jan Samarth Portal loan applications, and increasing banker awareness of DAY-NRLM credit-linked schemes. The e-Saras portal is being redesigned from a single-vendor website to a multi-vendor, omni-channel marketplace to expand digital reach. The flagship Saras Gallery at Connaught Place, New Delhi will be reimagined for more immersive customer experience and stronger retail performance.
The proposal includes establishing national hubs for product innovation, design development, packaging enhancement, quality compliance, and capacity building to improve competitiveness of SHG products. Detailed operational guidelines provide a common framework with standard operating procedures, clearly defined roles, timelines, and processes for States and Union Territories to ensure effective implementation and timely achievement of outcomes.