The Ministry of Rural Development (MoRD) has signed a Memorandum of Understanding (MoU) with Reliance Retail’s JioMart to empower rural artisans and bolster their livelihoods. This strategic partnership aims to bring thousands of Self-Help Groups (SHGs) under the Deendayal Antyodaya Yojana-National Rural Livelihoods Mission (DAY-NRLM) onto the e-commerce platform, providing them with a wider market reach and a platform to showcase their unique handcrafted products.
DAY-NRLM is a flagship poverty alleviation program of the Government of India and is the world’s largest initiative to improve the livelihoods of the rural poor. The Mission seeks to achieve its objective through investing in four core components viz., (a) social mobilization and promotion and strengthening of self-managed and financially sustainable community institutions of the rural poor; (b) financial inclusion of the rural poor; (c) sustainable livelihoods; and (d) social inclusion, social development and convergence
Speaking at the event, Additional Secretary for Rural Livelihoods at MoRD, Charanjit Singh, hailed the collaboration as a game-changer for SHGs. He emphasized that this tie-up will not only onboard SHGs as sellers on JioMart but also expand the reach of MoRD’s SARAS collection, making these exquisite handlooms and handicrafts accessible to a wider audience across India.
This initiative promises a multitude of benefits for SHGs. They will gain access to a vast customer base, offering their curated products to JioMart’s millions of users. Additionally, MoRD and JioMart will provide comprehensive support, including onboarding assistance, account management guidance, and training workshops to familiarize sellers with the e-commerce platform. Post-launch, JioMart will continue to offer support and marketing opportunities to ensure sustained growth for these rural businesses.
Commenting on the partnership, President and Chief of Public Policy and Regulatory at Reliance Retail Limited, Dr. Ravi Prakash Gandhi, expressed the company’s commitment to the government’s “Make in India” initiative. He stated that this collaboration aligns perfectly with their vision of transforming the digital retail landscape and empowering millions of SHGs through digitization.
This collaboration extends beyond individual businesses; it holds the potential to revitalize rural communities. By providing SHGs with a stable income source and increased visibility, it can strengthen local economies and create new employment opportunities.
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