New Delhi: The Department of Rural Development proposed 700 SHE-MARTs and 1,000 district fulfilment centres to create better market opportunities for rural women and support six crore Lakhpati Didis.
The strategy focuses on enterprise promotion, financial inclusion, capacity building and stronger market access for Self-Help Group members. Rural Development Secretary Rohit Kansal reviewed the initiatives with senior officials and the National Mission Management Unit.
The department discussed a stronger marketing framework for rural women producers. Moreover, officials aimed to transform small livelihood activities into professionally managed community enterprises.
SHE-MARTs to expand market opportunities for SHG products
The government will establish the proposed SHE-MARTs in commercially strong locations with effective market linkages. Furthermore, it will strengthen State-Level Federations and create Centres of Excellence to improve product quality and competitiveness.
The Secretary instructed officials to prepare a detailed annual calendar and follow strict timelines. Additionally, he called for expanded awards to honour outstanding SHG members, states and digital initiatives.
Officials also reviewed non-farm livelihood programmes and plans to increase SARAS Melas. Therefore, the department will update SARAS Mela guidelines to provide more sales opportunities for SHG products.
The department examined the Producer Group App launch and instructed officials to speed up Jan Samarth loan processing. It also asked banks to improve awareness of DAY-NRLM credit schemes.
The government discussed Saras Aajeevika as a single national brand to improve product identity. Besides this, the initiative will promote better packaging, stronger branding and wider recognition for rural artisans.
The redesigned e-Saras portal will function as a multi-vendor marketplace and increase digital sales. In addition, authorities will redesign Saras Gallery at Connaught Place in New Delhi to offer a better shopping experience.
The department also considered national hubs for innovation, product design, packaging improvement and quality standards. Consequently, these initiatives will help SHG products compete more effectively in national and global markets.
States and Union Territories will implement these initiatives with support from the Centre. As a result, the programme will create stronger business opportunities for rural women and help achieve the six crore Lakhpati Didis target.
