The Deendayal Antyodaya Yojana – National Rural Livelihoods Mission (DAY-NRLM) has launched the eSARAS mobile app to enhance marketing assistance for products created by women belonging to Self-help Groups (SHGs). This pioneering initiative by the DAY-NRLM and the Ministry of Rural Development (MoRD) aims to promote and market authentic handicrafts and handlooms. The eSARAS mobile app enables customers to easily access and purchase handmade products created by SHG members, bridging the gap between rural artisans and customers.
Bridging the Gap: eSARAS Mobile App
The eSARAS mobile app serves as a platform to promote products made by women in self-help groups. It is a user-friendly application that allows customers to explore and purchase a wide range of authentic handicrafts and handlooms directly from the SHG members. By making these products easily accessible, the app empowers rural artisans and promotes their economic independence.
Fulfillment Center by FDRVC
To streamline the process of product delivery, the eSARAS fulfillment center is managed by the Foundation for Development of Rural Value Chains (FDRVC). This center plays a crucial role in processing, packaging, and shipping products purchased through the eSARAS portal and mobile app. By taking care of all logistical requirements, the fulfillment center ensures that customers receive their online orders promptly at their doorstep.
Promoting the “Vocal for Local” Movement
The launch of the eSARAS mobile app aligns with the government’s “Vocal for Local” movement, which emphasizes the promotion of locally made products. By providing a platform for SHG-produced goods, the app strengthens the local economy and encourages sustainable livelihoods. It aims to ensure that each household belonging to an SHG has multiple sources of livelihood, thereby improving their socio-economic conditions.
Enhancing Market Linkages
One of the key objectives of the eSARAS mobile app is to establish market linkages for SHG products. Non-farm enterprises play a vital role in generating income for the rural poor, and the app serves as a significant intervention in providing market access for these products. By connecting rural artisans directly with customers, the app eliminates intermediaries and empowers SHGs to earn fair prices for their products.
Empowering Women Entrepreneurs
The eSARAS mobile app is a powerful tool in empowering women entrepreneurs associated with SHGs. It provides a platform for women to showcase their skills, creativity, and craftsmanship to a wider audience. By offering their products on the app, women artisans gain visibility and recognition, leading to increased economic opportunities and empowerment.
Promoting Rural Artisans in India
The launch of the eSARAS mobile app marks a significant milestone in promoting and preserving India’s rich cultural heritage. By supporting rural artisans and promoting their handicrafts and handlooms, the app plays a crucial role in sustaining traditional craftsmanship. It not only boosts the rural economy but also highlights the unique artistic traditions and skills present in different regions of the country.
