Rural development ministry signs MoU with Flipkart to sell products made by artisans

The Rural Development Ministry of India has signed an MoU with an e-commerce giant Flipkart to sell products made by artisans under the Deendayal Antyodaya Yojana – National Rural Livelihood Mission (DAY-NRLM) program on the e-commerce platform. This move by the Government of India will help millions of artisans reach to out 10 crores of Flipkart's existing customers, thus substantially scaling their outreach.
MoU Sign between Flipkart and Rural Develpoment minisrty



India’s homegrown e-commerce marketplace leader Flipkart has signed a memorandum of understanding (MoU) with the Ministry of Rural Development for Deendayal Antyodaya Yojana – National Rural Livelihood Mission (DAY-NRLM) program. The statement was released by The Rural Development Ministry.

The move will help to empower local businesses and Self-help Groups (SHGs), especially those that are driven by women, by bringing them into the e-commerce platform.

The Memorandum of Understanding (MoU) is a part of Flipkart's Samarth program and aims to provide skilled yet under-served communities of craftsmen, weavers and artisans with national market access through the Flipkart marketplace, as well as dedicated support for knowledge and training.

Flipkart's Samarth program was first launched in 2019 as a sustainable and inclusive platform that aim to empower underserved domestic communities and businesses with better market opportunities and better livelihoods. Flipkart Samarth is currently supported for knowledge and training.

Flipkart's Samarth is currently supporting the livelihoods of over 9,50,000 artisans, weavers and craftsmen across India, and is continuously working towards bringing more sellers onto its platform.

Key features of MoUs

  • Self-help Group (SHG) members and Clusters (geographical grouping of SHGs) will be provided training support for onboarding products.
  • Waiver of all commission charges for selling on the platform for a period of 6 months.
  • Cataloguing support for a maximum of 100 products per seller.
  • Other benefits like support for warehousing and account management etc.
The Ministry of Rural Development in collaboration with the Government e-Marketplace (GeM) has created the “Saras Collection” as a Store Front in GeM for the marketing of SHG products.
Rural Development ministry signs MoU with flipkart



The States of Assam, Bihar, Chhattisgarh, Gujarat, Himachal Pradesh, Jharkhand, Karnataka, Kerala, Madhya Pradesh, Maharashtra, Odisha, Punjab, Rajasthan, Uttarakhand, Uttar Pradesh & West Bengal have supported SHGs in registering on the GeM portal.

Jharkhand has supported SHGs to register on Amazon and Flipkart while Kerala and Maharashtra have supported SHGs to register on Amazon.

Besides, the four states of Assam, Bihar, Kerala and Madhya Pradesh have developed their e-commerce platforms to support SHGs. The names are Asomi (Assam), Jeevika Shop (Bihar), Kudumbashree Bazaar (Kerala), and Madhya Pradesh Aajeevika Mart (Madhya Pradesh).

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