Centre Highlights eSARAS Platform as Digital Marketplace Expands Opportunities for Rural Women Entrepreneurs
Digital platform connects women-led Self-Help Groups to national markets through ONDC, UMANG and e-commerce ecosystem
Developed by the Ministry of Rural Development, the platform serves as the official online marketplace for products made by women SHGs and their federations.
New Delhi: The Centre has highlighted the growing role of eSARAS, the digital marketplace developed under the Deendayal Antyodaya Yojana–National Rural Livelihoods Mission (DAY-NRLM), in expanding market access for women-led Self-Help Groups (SHGs) and strengthening rural livelihoods through technology-enabled commerce.
In a background note released on the occasion of Digital India completing 11 years, the government said eSARAS has evolved into a comprehensive digital commerce ecosystem that enables rural artisans and women entrepreneurs to sell handcrafted products directly to consumers, reducing dependence on intermediaries while improving income opportunities.
Developed by the Ministry of Rural Development, the platform serves as the official online marketplace for products made by women SHGs and their federations. It features a wide range of handcrafted products, including home décor, apparel, personal care items, food products and children’s accessories sourced from artisans across the country.
According to the government, more than 8.62 crore women SHG members have access to a digital storefront through eSARAS, with around 85% directly linked to the Ministry’s rural livelihoods network. The DAY-NRLM programme currently covers 7,627 blocks nationwide and has built a cadre of 1.51 crore community members to support grassroots enterprises.
The platform has also expanded its digital reach by integrating with several national digital public infrastructure initiatives. SHG products are now available across 11 or more buyer applications on the Open Network for Digital Commerce (ONDC), giving access to a marketplace with over 20 crore potential buyers. More than 800 handcrafted products are currently listed through the ONDC network.
In addition, eSARAS has been integrated with the UMANG platform, while its dedicated mobile application supports product processing, packaging and shipping through an integrated fulfilment centre. The government has also established the SARAS Aajeevika Gallery in New Delhi as a permanent retail outlet and recently launched the SARAS Shakti Collection, a curated range of premium products targeting institutional and corporate buyers.
The platform currently lists over 1,400 products across categories including home and living, fashion, personal care and food items. More than 50 SARAS Melas are organised annually to promote SHG products and expand market opportunities for rural producers.
The government said eSARAS demonstrates how Digital India initiatives are being leveraged to promote women’s entrepreneurship, preserve India’s traditional crafts and strengthen rural livelihoods through digital commerce. With continued expansion across ONDC, UMANG and other digital platforms, the initiative is expected to create sustainable income opportunities while advancing inclusive rural development.
