Govt's eSaras boosts digital commerce for nearly 9 crore SHG members
New Delhi, July 11
As the Digital India programme completes 11 years, the government's eSaras platform is expanding digital market access for more than 8.99 crore registered Self-Help Group members by enabling rural producers, women entrepreneurs and Farmer Producer Organisations to sell their products across the country through a trusted online marketplace, according to an official statement on Saturday.
Developed by the Digital India Corporation (DIC) under the Ministry of Electronics and Information Technology (MeitY) in collaboration with the Ministry of Rural Development (MoRD), eSaras operates under the Deendayal Antyodaya Yojana-National Rural Livelihoods Mission (DAY-NRLM).
According to the government, the programme covers 8.99 crore registered SHG members, creating one of the world's largest women-led livelihood ecosystems.
The platform currently features over 1,400 products, while more than 800 buyers access SHG products through Open Network for Digital Commerce (ONDC)-enabled buyer applications. More than 50 SARAS Melas are organised annually, and SHG products are available through over 11 buyer applications integrated with ONDC.
The government said eSaras enables women-led SHGs to independently showcase and sell products nationwide through digital onboarding, online product catalogues, inventory management, secure digital payments, integrated logistics and multilingual access powered by BHASHINI.
Moreover, the platform supports a wide range of rural products, including handicrafts, handloom, processed food, honey, dairy products, herbal products, home décor and millet-based food items, helping rural households diversify income beyond agriculture and improve earnings through value-added products.
Women associated with SHGs are also provided training in digital onboarding, branding, packaging, product photography, digital marketing, inventory management, customer service and financial literacy to help them manage online businesses independently.
The government said eSaras integrates with ONDC, UMANG, digital payment systems and logistics partners, while seller verification through LokOS and multilingual support via BHASHINI are aimed at making the platform more secure, accessible and inclusive.
— IANS
Reader Comments
This is a game-changer for rural women! My aunt is part of a SHG in Tamil Nadu and they used to rely on local markets only. Now with eSaras, their organic turmeric powder reached customers in Delhi and Bangalore. The digital training they received helped them take good product photos too. But I hope the government also focuses on last-mile internet connectivity — many villages still struggle with network issues.
Impressive numbers — 9 crore SHG members! That's no small feat. I work with an NGO in Rajasthan and we've seen firsthand how ONDC integration helps small producers. However, I'm a bit skeptical about the logistics aspect. Will the government provide subsidized shipping for these rural entrepreneurs? Many SHG products are low-margin, and high courier costs could eat into their earnings. Let's hope the execution matches the ambition.
As someone who's worked in e-commerce in the US, I'm genuinely impressed by the scale here. 1,400 products with ONDC integration and BHASHINI multilingual support is very progressive. India is leapfrogging traditional retail in rural areas. If they can maintain quality control and trust in the marketplace, this could become a model for other developing nations. Way to go, Digital India!
A small step towards Atmanirbhar Bharat! But I'm concerned about the digital divide. Many SHG members are older women who may not be comfortable with smartphones or digital payments. We need more on-ground training and physical helpdesks in villages. Also, buyer verification through LokOS is good, but will small buyers from tier-3 cities be able to register easily? The platform's inclusivity should extend beyond just sellers.
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