“Indian e-commerce marketplace Flipkart has signed a Memorandum of Understanding with the Ministry of Rural Development for the Deendayal Antyodaya Yojana – National Rural Livelihood Mission (DAY-NRLM) scheme,” the Ministry of Rural Development said in a statement.
“This move will help empower local businesses and self-help groups (SHGs), especially those run by women, by bringing them into the e-commerce fold,” he said.
“We are identifying and collaborating with all possible partners who can contribute to this cause and the partnership between DAY NRLM and Flipkart will help in the process,” Rural Development Minister Giriraj Singh said.
According to Minister Singh, rural SHG products have huge potential for acceptance among the masses in India and abroad and e-commerce platforms will prove to be an effective tool to tap into it. “This MoU will enable rural women to sell their products to more than 10 crore Flipkart customers,” he added.
The MoU is part of the Flipkart Samarth program and aims to provide skilled but underserved communities of artisans, weavers and artisans with access to the national market through the Flipkart Marketplace, as well as dedicated knowledge and to training.
The Flipkart Samarth program was launched in 2019 as a sustainable and inclusive platform to empower underserved communities and national businesses with better opportunities and livelihoods. Flipkart Samarth currently supports the livelihoods of over 9,50,000 artisans, weavers and craftsmen across India, and continuously strives to attract even more sellers to the platform.
The DAY-NRLM program of the Ministry of Rural Development, with its reach in 6,768 blocks of 706 districts in all 28 states and 6 UTs, has 7.84 crore women mobilized in over 71 lakh SHGs.
As part of this mission, poor women of different types of classes and castes form self-help groups and their federations, providing financial, economic and social development services to their members to improve their incomes and quality of life. .