Why in news?
The Ministry of Rural Development recently announced new features for its eSARAS mobile app and fulfilment centre. The app serves as a digital marketplace for products made by women’s self‑help groups (SHGs). Integration with the Open Network for Digital Commerce (ONDC) is expanding market access for rural artisans.
Background
eSARAS is part of the Deendayal Antyodaya Yojana – National Rural Livelihoods Mission (DAY‑NRLM), a scheme that aims to reduce rural poverty by organising women into SHGs and strengthening their livelihoods. The portal was launched in October 2022 to provide artisans a place to list and sell handmade goods. In July 2023 the Ministry introduced a mobile app and a fulfilment centre managed by the Foundation for Development of Rural Value Chains (FDRVC), a joint initiative of the government and Tata Trusts.
Key features
- Marketplace: The app allows SHG members to upload product photos, set prices and manage orders. Customers can browse local crafts, textiles, snacks and other goods, pay online and track deliveries.
- Fulfilment centre: Orders are processed at the eSARAS Fulfilment Centre, where items are packaged and shipped across India. This helps standardise quality and logistics.
- Integration with ONDC: Listing products on the open network increases visibility on multiple e‑commerce platforms, giving rural artisans access to larger markets.
- Support for SHGs: Training in digital skills, packaging and branding is provided. Profits flow directly to women’s collectives, promoting economic independence.
Benefits
- Empowerment: By connecting producers to buyers, the app helps rural women earn better incomes and reduces dependence on middlemen.
- Vocal for Local: The platform aligns with national campaigns encouraging purchase of Indian‑made goods.
- Digital inclusion: Participation in online commerce enhances digital literacy among rural communities and encourages adoption of cashless payments.
Conclusion
The eSARAS app and fulfilment centre exemplify how digital tools can empower rural women. By providing market access, logistics support and training, the initiative helps women’s collectives build sustainable businesses. Integration with ONDC will further broaden their customer base and contribute to inclusive growth.