eSARAS an e-commerce mobile app will be used as a more effective platform for marketing of the products made by women of self-help groups. It is an initiative conceptualized by the DAY-NRLM, Ministry of Rural Development (MoRD), towards the marketing of the best, authentic handicrafts and hand-looms. Launching the App, Secretary Shri Shailesh Kumar Singh Secretary, Ministry of Rural Development, Government of India, termed it as an initiative that promotes the spirit of Vocal for Local even further with easier marketing of products prepared by SHG Didis. He added that the Ministry is targeting that each SHG household has at least 2-3 sources of livelihood. One of the multiple sources of livelihood for the poor is non-farm enterprise. The major intervention in non-farm livelihoods is the provision of market linkages for SHG products. “Through the eSARAS mobile App, the handmade products made by SHG Didis are now available at everyone’s fingertips in an even more customer-friendly way”, he said. Shri Singh further stated that DAY-NRLM’S strategy is a 360-degree approach with online marketing initiatives like the eSARAS App and Portal and popular on-grounds events like SARAS Melas and Saras Food Festivals and cross-promotion of activities at online and on-ground platforms.
Sideways with inaugurating the eSARAS App, Shri Shailesh Kumar Singh also inaugurated eSARAS Fulfillment Centre at the Ministry’s Janakpuri office in New Delhi on this occasion. The eSARAS fulfillment center will be managed by the Foundation for Development of Rural Value Chains (FDRVC – a Not for Profit Company constituted jointly by the Ministry of Rural Development and Tata Trust) and will be used for processing, packaging, and shipping of products that customers purchase through the eSARAS Portal and eSARAS mobile App. It will handle the logistics required to bring an online order to a customer’s doorstep.