eSARAS: Empowering Rural Women

eSARAS is dedicated to improving the livelihoods of women in rural communities through digital commerce. Read here to learn more.

The eSARAS platform, developed by the Ministry of Rural Development under the Deendayal Antyodaya Yojana-National Rural Livelihood Mission (DAY-NRLM), is a dedicated e-commerce marketplace that enables women Self-Help Groups (SHGs) and their federations to sell their products directly to consumers across India.

By combining digital technology with rural entrepreneurship, eSARAS promotes women’s economic empowerment, cultural heritage preservation, and inclusive rural development.

What is eSARAS?

eSARAS is the official online marketplace exclusively designed for products manufactured by:

• Women Self-Help Groups (SHGs)
• Village Organisations (VOs)
• Cluster Level Federations (CLFs)
• Women-led producer collectives under DAY-NRLM

The platform eliminates intermediaries by providing rural women entrepreneurs with direct market access through digital commerce.

Objectives of eSARAS

• Promote women-led rural entrepreneurship.
• Provide nationwide market access for SHG products.
• Increase income and sustainable livelihoods.
• Preserve India’s traditional crafts and handicrafts.
• Encourage digital inclusion in rural areas.
• Support the vision of Atmanirbhar Bharat and Vocal for Local.

Products Available on eSARAS

The platform offers a diverse range of rural products, including:

Home & Living

• Handcrafted décor
• Bamboo products
• Household utilities

Apparel & Accessories

• Chanderi sarees
• Handloom textiles
• Traditional garments
• Fashion accessories

Handicrafts

• Marble crafts
• Pottery
• Wooden handicrafts
• Tribal art
• Handmade gifts

Food Products

• Organic foods
• Pickles
• Spices
• Millets
• Honey
• Traditional snacks

Personal Care

• Herbal soaps
• Natural cosmetics
• Ayurvedic wellness products

Toys & Crafts

• Handmade toys
• Educational crafts
• Eco-friendly products

Specialty Products

• Pashmina products
• Regional handicrafts
• GI-tagged traditional items

Institutional Support under eSARAS

Beyond being an online marketplace, eSARAS provides end-to-end support to rural women entrepreneurs through:

• Marketing assistance
• Product branding
• Packaging support
• Processing facilities
• Logistics management
• Shipping services
• Digital promotion
• Capacity building

This enables SHGs to compete effectively in national markets.

Evolution of eSARAS

The platform has evolved into a comprehensive digital ecosystem comprising:

• eSARAS E-commerce Portal
• Mobile Application
• Fulfilment Centres
• ONDC (Open Network for Digital Commerce) Integration
• UMANG Platform Integration
• SARAS Shakti Collection
• SARAS Aajeevika Gallery (New Delhi)

These initiatives significantly expand the visibility and accessibility of rural products.

Significance of eSARAS

Women Empowerment

• Enhances women’s financial independence.
• Encourages entrepreneurship.
• Strengthens women’s participation in rural economic activities.

Market Access

• Provides direct access to customers across India by reducing dependence on intermediaries and increasing producers’ profit margins.

Digital Inclusion

Introduces rural women to:

• e-commerce,
• digital payments,
• online marketing,
• digital entrepreneurship.

Preservation of Cultural Heritage

Promotes traditional Indian crafts such as:

• Chanderi weaving,
• Pashmina products,
• marble carving,
• pottery,
• handloom textiles,
• indigenous handicrafts.

Rural Livelihoods

• Creates sustainable income opportunities through value addition and improved market connectivity.

Inclusive Economic Growth

• Supports equitable development by integrating marginalised rural communities into the formal digital economy.

Deendayal Antyodaya Yojana – National Rural Livelihood Mission (DAY-NRLM)

DAY-NRLM is the flagship rural poverty alleviation programme of the Ministry of Rural Development.

Objectives

• Reduce rural poverty.
• Promote sustainable livelihoods.
• Mobilise poor households into Self-Help Groups.
• Facilitate access to credit and financial services.
• Enhance skill development.
• Support self-employment and wage employment opportunities.

The mission focuses on empowering rural households through social mobilisation, financial inclusion, enterprise promotion, and livelihood diversification.

Key Features of DAY-NRLM

• Formation and strengthening of Self-Help Groups (SHGs).
• Promotion of women-led enterprises.
• Financial inclusion through bank linkage.
• Skill development and capacity building.
• Livelihood diversification.
• Support for producer groups and producer enterprises.
• Market linkages through initiatives like eSARAS.

Importance for India

eSARAS contributes to several national priorities:

• Women-led Development
• Digital India
• Atmanirbhar Bharat
• Vocal for Local
• Make in India
• Financial Inclusion
• Rural Industrialisation
• Sustainable Livelihoods

It also advances multiple Sustainable Development Goals (SDGs), including:

• SDG 1: No Poverty
• SDG 5: Gender Equality
• SDG 8: Decent Work and Economic Growth
• SDG 9: Industry, Innovation and Infrastructure
• SDG 10: Reduced Inequalities
• SDG 12: Responsible Consumption and Production

Challenges

• Limited digital literacy among rural artisans.
• Logistics and last-mile delivery issues.
• Intense competition from commercial e-commerce platforms.
• Need for consistent product quality and branding.
• Limited awareness among consumers.
• Scaling production while maintaining traditional craftsmanship.

Way Forward

• Expand digital literacy and entrepreneurship training for SHGs.
• Strengthen logistics and warehousing infrastructure.
• Promote GI-tagged and indigenous products globally.
• Integrate with more e-commerce and digital payment platforms.
• Enhance branding, quality certification, and export promotion.
• Facilitate access to affordable credit and technology for rural enterprises.

Conclusion

eSARAS represents a transformative step in empowering rural women by connecting traditional craftsmanship with the digital economy.

By providing market access, institutional support, and digital platforms for women-led Self-Help Groups, it not only strengthens livelihoods and preserves India’s rich cultural heritage but also contributes to inclusive and sustainable rural development.

As it expands through initiatives such as ONDC integration and mobile-based commerce, eSARAS is poised to become a cornerstone of women-led rural entrepreneurship and a digitally empowered, self-reliant India.