Flipkart, India’s local e-commerce marketplace, has signed a Memorandum of Understanding with the Government of India’s Ministry of Rural Development (MoRD), for its ambitious Deendayal Antyodaya Yojana – National Rural Livelihood Mission (DAY-NRLM) program, to help empower local businesses and self-help groups (SHGs) – especially those led by women – by involving them in e-commerce. The partnership is aligned with DAY-NRLM’s goal of building the capacity of rural communities for self-employment and entrepreneurship, thus giving new impetus to the Prime Minister’s vision of an “Atmanirbhar Bharat”.
In the presence of Minister of Rural Development and Panchayati Raj, Shri Giriraj Singh, Minister of State for Rural Development Sadhvi Niranjan Jyoti, the MoU was signed at a ceremony in Delhi by the Joint Secretary (RL) , DAY-NRLM, Shri Charanjit Singh. and Flipkart Corporate Affairs Director Shri. Rajneesh Kumar on November 02, 2021.
On this occasion, Shri Giriraj Singh said: “Self-help groups are the backbone of the rural economy and we aim to increase their annual income to at least 1 lakh. We identify and collaborate with all possible partners who can contribute to this cause and a partnership between DAY NRLM and Flipkart will help in the process. The rural products of SHGs have enormous potential for acceptance among the masses in India and abroad and the e-commerce platform will prove to be an effective tool to exploit it. Shri Singh said the MoU will allow rural women to sell their products to more than 10 crore Flipkart customers.
This MoU is part of the Flipkart Samarth program and aims to provide skilled but underserved communities of artisans, weavers and craftsmen with domestic market access through the Flipkart Marketplace, as well as dedicated knowledge and support support. to training. Flipkart Samarth seeks to break down barriers to entry for local communities by providing time-limited incubation and assistance with integration, cataloging, marketing, account management, business information and warehousing. . This will create more opportunities to increase the inclusion of business and commerce and help create and maintain better livelihood opportunities.
MoRD’s DAY-NRLM program with its reach in 6768 blocks of 706 districts in 28 states and 6 UT has 7.84 crore of women mobilized in over 71 lakh SHG proves to be the revolutionary initiative to empower rural women poor. As part of this mission, poor women from different class and caste groups form self-help groups and their federations, providing financial, economic and social development services to their members to improve their income and quality of life. . As part of the efforts to promote livelihood activities, continued efforts have been made by the NRLM at the state and national levels to promote the rural products produced by these self-help groups by providing platforms such as Saras Fairs, Saras Gallery and point of sale commerce platforms and other e-commerce platforms.
Shri Charanjit Singh, Joint Secretary (Skills), DAY-NRLM said: “DAY-NRLM’s partnership with Flipkart Samarth provides an excellent platform for capacity building, improvement and impact on livelihoods. rural areas, especially for women. This step will mobilize and channel resources. needed to create and support rural businesses to realize their full growth potential, which is crucial for inclusive and robust national development, especially in the current post-COVID era. “
Rajneesh Kumar, Corporate Affairs Director of Flipkart Group, said: “We are leveraging our knowledge of the Indian market to improve the social and economic development of underserved communities, many of whom reside in rural areas. Handicrafts from local artisans of India, Weavers and self-help groups deserve to reach a much wider audience, including and beyond their respective regions. The Flipkart Samarth initiative gives them access to potentially more than 350 million consumers on our platform spread across the country. We are thrilled and honored to partner with DAY-NRLM and be able to contribute to a vital aspect of nation building. “
The Flipkart Samarth program was launched in 2019 as a sustainable and inclusive platform to give underserved communities and national businesses better opportunities and better livelihoods. Flipkart Samarth currently supports the livelihoods of over 9.50,000 artisans, weavers and artisans across India, and is continuously working to attract even more vendors to the platform.
(With inputs from GDP)