**Executive Summary**
The Department of Rural Development is implementing a comprehensive strategy to create six crore "Lakhpati Didis" by establishing 700 SHE-MARTs and 1,000 District Fulfilment Centres under the DAY-NRLM. Secretary Rohit Kansal has directed the issuance of revised SARAS Mela guidelines, the launch of a Producer Group App, and the creation of a unified national brand identity to enhance market access for women-led enterprises. Key priorities include capacity building, digital commerce transformation, and strict adherence to a new annual calendar of activities to ensure timely implementation.
**Key Points / Main Content**
**Infrastructure and Market Access**
* **SHE-MARTs and Fulfilment Centres:** Establishment of 700 SHE-MARTs in high-potential commercial locations and 1,000 District Fulfilment Centres to provide sustainable market linkages.
* **Retail Transformation:** Reimagining the flagship Saras Gallery in New Delhi to create an immersive customer experience and strengthening retail infrastructure for SHG products.
* **Centres of Excellence:** Creation of specialized centres and national hubs for product innovation, design development, packaging enhancement, and quality compliance.
**Branding and Digital Integration**
* **Unified National Identity:** Consolidating fragmented branding into "Saras Aajeevika," a single, premium national brand rooted in culture to improve product positioning.
* **e-Saras Portal Evolution:** Transforming the e-Saras portal from a single-vendor website into a multi-vendor, omni-channel marketplace to expand digital reach.
* **Digital Tools:** Launching the Producer Group App and utilizing the Jan Samarth Portal to streamline loan applications and operational tracking.
**Operational and Administrative Directives**
* **Standardized Guidelines:** Issuance of detailed operational guidelines and revised SARAS Mela Guidelines to provide a common framework for States and Union Territories.
* **Timeline Adherence:** Mandatory preparation of a comprehensive annual calendar of activities with a focus on strict adherence to deadlines.
* **Financial Inclusion:** Strengthening credit-linked schemes and increasing awareness among bankers to address delays in loan processing.
**Recognition and Awards**
* **Expanded Framework:** Implementation of an awards system to reward excellence within the rural livelihood ecosystem.
* **Award Categories:** Recognition for the Best Performing State, Best Women Entrepreneur, Lakhpati Didi Award, and Best Digitalization Initiative.
**Impact Analysis**
**Rural Women Producers and Self-Help Groups (SHGs)**
**Impact**
SHG members will transition from basic livelihood generation to owning professionally managed, community-owned enterprises with access to organized national and global markets.
**Action Required**
Adopt the unified "Saras Aajeevika" branding, utilize the Producer Group App, and engage with the new SHE-MART retail infrastructure.
**State and Union Territory Governments**
**Impact**
States and UTs are the primary drivers of execution, responsible for implementing the Ministry's strategic guidance at the local level.
**Action Required**
Implement the new operational guidelines, adhere to the annual calendar of activities, and strengthen State-Level Federations.
**Banking Institutions**
**Impact**
Bankers are identified as critical partners in the success of credit-linked schemes for rural enterprises.
**Action Required**
Increase awareness of DAY-NRLM schemes and expedite the processing of loan applications submitted through the Jan Samarth Portal to reduce delays.
Key Entities Referenced
Deendayal Antyodaya Yojana – National Rural Livelihoods Mission (DAY-NRLM): The primary national program focused on poverty alleviation and strengthening rural livelihoods through Self-Help Groups.
Lakhpati Didi: A government initiative aimed at enabling six crore rural women to earn a sustainable annual income of at least one lakh rupees.
SHE-MARTs: A proposed network of 700 retail outlets in high-potential commercial locations to provide market access for products made by women-led enterprises.
District Fulfilment Centres: A planned infrastructure initiative consisting of 1,000 centres to provide logistics and supply chain support for rural women producers.
Saras Aajeevika: The unified national marketing identity and brand established to consolidate and enhance the visibility of products made by Self-Help Groups.
Ministry of Rural Development
700 SHE-MARTs, 1,000 District Fulfilment
Centres to be set up to ensure 6 crore lakpati
didis
Secretary, Rural Development Reviews Marketing Initiatives
under DAY-NRLM; Calls for Strengthening Market Access for
Women-Led Enterprises
Capacity Building, Enterprise Promotion, ONDC Partnerships
and Financial Inclusion to Remain Key Priorities
प्रव तथ: 14 JUN 2026 8:52PM by PIB Delhi
Enhanced livelihood opportunities through enterprise promotion, improved financial inclusion for rural
women, focus on capacity building, marketing activities, training, and handholding support for Self-Help
Group (SHG) members are the key components of the strategy devised by the department of Rural
development to facilitate the creation of six crore Lakhpati Didis. This was discussed in meeting chaired
by Shri Rohit Kansal, Secretary, Department of Rural Development, Government of India to assess the
progress of the Deendayal Antyodaya Yojana – National Rural Livelihoods Mission (DAY-NRLM) and its
various sub-schemes. The meeting was attended by Joint Secretaries Ms. Swati Sharma and Ms. Jayashree
M.G., along with senior officials from the Rural Livelihoods Division and the National Mission
Management Unit (NMMU).The discussions focused on building a robust and integrated marketing ecosystem that would enable rural
women producers to transition from livelihood generation to ownership of professionally managed,
community-owned enterprises with sustained access to organised markets. Deliberations covered
community-owned retail systems, a unified national marketing identity, digital commerce platforms,
flagship retail infrastructure, institutional support mechanisms and the operational readiness of the
associated guidelines.
The meeting was informed that the establishment of 700 SHE-MARTs, 1,000 District Fulfilment Centres,
and Centres of Excellence, along with strengthening State-Level Federations to promote SHG-led
enterprises was being proposed by the department. It was further informed that the SHE-MARTs were
proposed to be set up in high-potential commercial locations with strong backward and forward market
linkages to ensure sustainable market access for SHG products. To strengthen implementation, the
Secretary directed the preparation of a comprehensive annual calendar of activities and stressed strict
adherence to timelines. He also emphasized recognizing and rewarding outstanding contributions of SHG
members and community institutions through an expanded awards framework. Proposed categories
include Best Performing State, Best Women Entrepreneur, Best Digitalization Initiative, Highest SHG
Fund Transfer Achievement, Lakhpati Didi Award, and other categories recognizing excellence within the
rural livelihood’s ecosystem.Reviewing non-farm livelihoods and marketing initiatives, the Secretary directed the development and
issuance of revised SARAS Mela Guidelines and encouraged an increase in the number of SARAS Melas
at both national and state levels to enhance sales opportunities and market outreach for SHG products. He
also issued directions for launch the Producer Group App and address delays in loan applications
submitted through the Jan Samarth Portal. He also stressed the importance of increasing awareness among
bankers regarding DAY-NRLM credit-linked schemes.
The review also examined the proposed unified national marketing identity for Saras Aajeevika, aimed at
consolidating fragmented branding into a single, premium and culturally rooted national brand. The
initiative seeks to enhance market visibility through improved product positioning and quality packaging
that highlights the artisans and communities behind the products.
Progress on the redesigned e-Saras portal was also reviewed. The platform is being transformed from a
single-vendor website into a multi-vendor, omni-channel marketplace to expand the digital reach of SHG
products. In addition, plans for the reimagining of the flagship Saras Gallery at Connaught Place, New
Delhi, were discussed, with a focus on creating a more immersive customer experience and strengthening
retail performance.
The proposal to establish national hubs for product innovation, design development, packaging
enhancement, quality compliance and capacity building was also considered. These hubs are expected to
play a critical role in improving the competitiveness and market readiness of SHG products.
A key component of the meeting was the presentation of detailed operational guidelines for each initiative.
These guidelines provide a common framework, standard operating procedures and clearly defined roles,
timelines and processes for States and Union Territories, ensuring effective implementation and timely
achievement of intended outcomes. With States and Union Territories driving execution and the Ministry
providing strategic guidance and support, these efforts are expected to significantly strengthen market
access for rural women entrepreneurs and position SHG products for success in premium national and
global markets.*****
RC/PU
(रलीज़ आईडी: 2272753) आगंतुक पटल : 619
इस वज्ञ को इन भाषाओ ंम पढ़: Gujarati , Malayalam