700 SHE-MARTs, 1000 Fulfilment Centres Planned to Help Create 6 Crore Lakhpati Didis

New Delhi: The Union Ministry of Rural Development is planning to establish 700 SHE-MARTs and 1,000 District Fulfilment Centres across the country as part of a comprehensive strategy to support the creation of six crore Lakhpati Didis and strengthen market access for women-led enterprises.

The proposed initiatives were discussed during a review meeting chaired by Rohit Kansal, secretary, Department of Rural Development, to assess the progress of the Deendayal Antyodaya Yojana – National Rural Livelihoods Mission (DAY-NRLM) and its various sub-schemes.

Senior officials from the Rural Livelihoods Division and the National Mission Management Unit participated in the meeting, which focused on building a robust marketing ecosystem for products made by self-help groups (SHGs).

According to the ministry, enterprise promotion, improved financial inclusion, capacity building, marketing support, training and handholding assistance for SHG members form the core pillars of the strategy to enable six crore rural women to achieve annual incomes of ₹1 lakh or more.

The department informed the meeting that SHE-MARTs are proposed to be established in high-potential commercial locations with strong market linkages to ensure sustainable sales channels for SHG products. The plan also includes the creation of Centres of Excellence and strengthening state-level federations to support women-led enterprises.

Kansal directed officials to prepare a comprehensive annual calendar of activities and ensure strict adherence to implementation timelines. He also stressed the need to recognise outstanding contributions within the rural livelihoods ecosystem through an expanded awards framework.

The proposed awards include categories such as Best Performing State, Best Women Entrepreneur, Best Digitalisation Initiative, Highest SHG Fund Transfer Achievement and the Lakhpati Didi Award.

Reviewing non-farm livelihoods and marketing initiatives, the secretary called for revised SARAS Mela guidelines and an increase in the number of SARAS Melas at national and state levels to expand sales opportunities and market outreach for SHG products.

He also directed the launch of the Producer Group App, expedited processing of loan applications through the Jan Samarth Portal and enhanced awareness among bankers regarding DAY-NRLM credit-linked schemes.

The ministry reviewed plans for a unified national marketing identity for Saras Aajeevika, aimed at consolidating multiple brands under a single premium national identity. The initiative is expected to improve product positioning, packaging standards and market visibility while highlighting the artisans and communities behind the products.

Progress on the redesigned e-Saras portal was also examined. The platform is being transformed into a multi-vendor, omni-channel marketplace to expand the digital footprint of SHG products and improve access to online consumers.

Officials also discussed plans to revamp the flagship Saras Gallery in Connaught Place, New Delhi, to create a more immersive retail experience and enhance sales performance.

The ministry is additionally considering the establishment of national hubs dedicated to product innovation, design development, packaging enhancement, quality compliance and capacity building. These hubs are expected to improve the competitiveness and market readiness of products made by rural women entrepreneurs.

The department said detailed operational guidelines are being prepared to provide a common framework for states and union territories, with clearly defined roles, timelines and implementation processes to ensure timely execution of the initiatives.

With states leading implementation and the ministry providing strategic support, the proposed measures are expected to significantly strengthen market access for rural women entrepreneurs and position SHG products for wider acceptance in premium domestic and international markets.