Flipkart, India’s homegrown e-commerce marketplace, has signed an MoU with the Ministry of Rural Development of the Government of India (MoRD) for their ambitious Deendayal Antyodaya Yojana – National Rural Livelihood Mission (DAY-NRLM) programme, which aims to empower local businesses and self-help groups (SHGs) – particularly those led by women – by bringing them into the e-commerce fold.
The relationship supports the DAY-objective NRLM’s of increasing rural communities’ self-employment and entrepreneurial capacities, giving new momentum to Prime Minister Narendra Modi’s vision of an “Atmanirbhar Bharat.”
On November 02, 2021, the MoU was signed in Delhi by the Joint Secretary (RL), DAY-NRLM, Shri Charanjit Singh, and Flipkart’s Chief Corporate Affairs Officer, Shri Rajneesh Kumar, in the presence of Minister of Rural Development and Panchayati Raj, Shri Giriraj Singh, and Minister of State for Rural Development, Sadhvi Niranjan Jyoti.
“SHGs are the backbone of the rural economy,” Shri Giriraj Singh remarked at the event. “We are seeking to increase their yearly income to at least 1 lakh.” We’re finding and cooperating with all available partners who can help us achieve our goal, and the relationship between DAY NRLM and Flipkart will aid us in this endeavour. Rural items from SHGs have a big potential for popular adoption in India and beyond, and an e-commerce platform would be an excellent instrument to tap into it.” According to Shri Singh, the MoU would allow rural women to market their items to Flipkart’s 10 million consumers.
This MoU is part of the Flipkart Samarth initiative, which seeks to give national market access to talented but underserved groups of craftsmen, weavers, and artisans via the Flipkart marketplace, as well as targeted expertise and training assistance. Flipkart Samarth aims to help local communities break down obstacles to entry by offering time-limited incubation and assistance with onboarding, cataloguing, marketing, account management, business analytics, and warehousing. This will open up additional options for business and trade inclusion, as well as aid to establish and maintain improved livelihood prospects.
The Ministry of Rural Development’s DAY-NRLM programme, which has reached 6768 blocks in 706 districts across 28 states and six UTs, has mobilised 7.84 crore women into over 71 lakh SHGs, is proving to be a game-changing effort to empower disadvantaged rural women. Poor women from various classes and castes create SHGs and their federations under the mission, which provide financial, economic, and social development services to its members in order to improve their income and quality of life. NRLM has made continuous efforts at the state and national levels to promote rural products manufactured by these SHGs by providing platforms such as Saras Fairs, Saras Gallery and retail outlets, state-owned online e-commerce platforms, and other commercial e-commerce platforms as part of its efforts to promote livelihoods activities.
“DAY-relationship NRLM’s with Flipkart Samarth gives a tremendous platform for capacity-building, strengthening, and affecting rural lives, particularly for women,” stated Shri Charanjit Singh, Joint Secretary (Skills), DAY-NRLM. This move will mobilise and channel the resources needed to help rural enterprises reach their full potential for growth, which is critical for inclusive and vigorous national development, particularly in the post-COVID period.”
“We are utilising our understanding of the Indian market to boost social and economic growth for the under-served people, many of whom dwell in rural regions,” stated Rajneesh Kumar, Chief Corporate Affairs Officer, Flipkart Group. Local artists, weavers, and self-help organisations in India deserve to reach a far larger audience, both inside and beyond of their individual areas. The Flipkart Samarth programme gives them access to over 350 million prospective customers on our platform, which is scattered throughout the nation. We are ecstatic and humbled to be working with the DAY-NRLM and to be able to contribute to such an important area of nation-building.”
The Flipkart Samarth initiative was introduced in 2019 as a sustainable and inclusive platform to provide improved chances and livelihoods to underprivileged domestic communities and enterprises. Flipkart Samarth is presently supporting the livelihoods of over 9,50,000 artisans, weavers, and craftspeople throughout India, and is working hard to bring on many more merchants.
Source: Press Information Bureau