MoRD partners with Flipkart to connect rural women SHGs with e-commerce

The partnership is aligned with the DAY-NRLM’s goal of strengthening the capabilities of rural communities for self-employment and entrepreneurship
MoRD partners with Flipkart to connect rural women SHGs with e-commerce
MoRD partners with Flipkart to connect rural women SHGs with e-commerce. Left to Right: Flipkart’s CCAO, Rajneesh Kumar and Charanjit Singh, JS, MoRD while signing the MoU.

Flipkart, India’s homegrown e-commerce marketplace, has signed a memorandum of understanding (MoU) with the Ministry of Rural Development, Government of India (MoRD), for the Centre’s ambitious Deendayal Antyodaya Yojana – National Rural Livelihood Mission (DAY-NRLM) programme, to help empower local businesses and self-help groups (SHGs) – especially those that are led by women – by bringing them into the e-commerce fold. The partnership is aligned with the DAY-NRLM’s goal of strengthening the capabilities of rural communities for self-employment and entrepreneurship.

In the presence of Minister of Rural Development and Panchayati Raj, Giriraj Singh; Minister of State for Rural Development, Sadhvi Niranjan Jyoti, the MoU was signed today by the Joint Secretary (RL), DAY-NRLM, Charanjit Singh and Flipkart’s Chief Corporate Affairs Officer, Rajneesh Kumar.

On this occasion, Giriraj Singh said, “SHGs are the backbone of the rural economy and we are targeting to enhance their annual income to at least one lakh. We are identifying and collaborating with all possible partners who can contribute to this cause and a partnership between DAY-NRLM and Flipkart will help in the process. Rural products from SHGs have huge potential of acceptance among the masses in India and abroad and e-commerce platform will prove to be an effective tool to harness it.” Singh said that MoU would enable rural women to sell their products to more than 10 crores Flipkart’s customers.

This MoU is a part of the Flipkart Samarth programme and aims to provide skilled yet under-served communities of craftsmen, weavers and artisans with national market access through Flipkart’s marketplace, as well as dedicated support for knowledge and training. Flipkart Samarth seeks to break entry barriers for local communities by providing time-bound incubation and support with onboarding, cataloguing, marketing, account management, business insights, and warehousing. This will create more avenues for increasing business and trade inclusion and help in creating and sustaining better livelihood opportunities.

DAY-NRLM: Making a difference

The MoRD’s DAY-NRLM programme with its outreach in 6,768 blocks of 706 districts across all 28 states and six union territories has 7.84 crore women mobilised into more than 71 lakh SHGs is proving as the game-changing initiative to empower poor rural women. Under the mission, poor women from different cross-sections of class and caste form into SHGs and their federations, providing financial, economic and social development services to their members for enhancing their income and quality of life. As part of the efforts to promote livelihoods activities, continuous efforts have been made by NRLM at the state and national level for promoting rural products manufactured by these SHGs by providing platforms like Saras Fairs, Saras Gallery and retail outlets, state-owned online e-commerce platforms and other commercial e-commerce platforms.

Speaking on the collaboration, Charanjit Singh, Joint Secretary (Skills), DAY-NRLM, Ministry of Rural Development, said, “DAY-NRLM’s partnership with Flipkart Samarth provides a great platform for capacity-building, enhancing and impacting rural livelihoods, especially for women. This step will mobilise and channelise the resources required for building and supporting rural businesses to realise their full potential for growth, which is crucial for inclusive and robust national development, especially during the current post-COVID era.”

Highlighting the development, Rajneesh Kumar, Chief Corporate Affairs Officer, Flipkart Group said, “We are leveraging our knowledge of the Indian market to enhance social and economic development for the under-served communities, many of whom reside in rural areas. The crafts of India’s local artisans, weavers and self-help groups deserve to reach a far wider audience, including and beyond their respective regions. The Flipkart Samarth initiative provides them with access to potentially more than 350 million consumers on our platform spread across the country. We are delighted and honoured to partner with the DAY-NRLM and be able to contribute to a vital aspect of nation-building.”

What’s Flipkart Samarth?

The Flipkart Samarth programme was launched in 2019 as a sustainable and inclusive platform to empower underserved domestic communities and businesses with better opportunities and livelihoods. Flipkart Samarth is currently supporting the livelihoods of over 950,000 artisans, weavers and craftsmen across India, and is continuously working towards bringing even more sellers onto the platform.

Read more: NDDB inks MoU to manage Varanasi Milk Union for 5 years is now on Telegram. Click here to join Rural Marketing on Telegram and stay updated with the latest news and updates on rural business and the economy.

Previous article NDDB inks MoU to manage Varanasi Milk Union for 5 years
Next article Space-Tech start-up, SatSure raises undisclosed amount of funding from Baring Private Equity

How useful was this post?

Click on a star to rate it!

Average rating 4.1 / 5. Vote count: 33

No votes so far! Be the first to rate this post.

Write a Reply or Comment

Awarded 50 Most influencial Rural marketing Professionals of India With a passion for Print Media, brand and marketing communications, founded i9 Media ,a publishing house has come up with India's first rural magazine "Rural & Marketing"-Integrating Urban with rural markets and digital portal ruralmarketing. As Editor-In-Chief and Technology Expert for print media and Corporate Communications. Proven ability to fully run an editorial team and grow existing clients as well as winning new business. Over 20 years experience across all media channels including broadcast TV, print ads, interactive media, digital media, & emerging technologies As, after years of erudition, Ajay decided to nurture the canvas of India’s social fabric, he discovered himself afresh. His skills for coming up with plans and accomplishing projects fit him altruistic-at-heart, as he accommodates a school for the specially disabled children, and an entrepreneur-by-mind, as he manages the directions of his Full Service Advertising Agency, including a publishing unit, India’s first Integrated Urban & Rural Marketing Magazine. The author’s inclination towards social services has led him to contribute in project like water and sanitation in the schools, and it is dear to his heart. Presently, the author is pondering on the technological breakthroughs that are taking place in the Indian agriculture, and honing his expertise in Pro Bono Consulting, Knowledge Curation and getting closer to the knowing. You can get in touch with the author at
The Changing Face of Rural India