**Executive Summary**
This report details the eSARAS (SARAS Aajeevika) platform, an initiative by the Ministry of Rural Development under DAY-NRLM to empower rural women by providing direct market access for handcrafted products. The document, dated July 1, 2026, highlights the transition of eSARAS from a simple web portal to a full-stack e-commerce ecosystem integrated with ONDC and UMANG. Key milestones include the launch of the SARAS Shakti Collection at the Rashtriya Gramin Vikas Sammelan 2026 and the establishment of a logistics fulfillment centre.
**Key Points / Main Content**
**Overview and Purpose**
* **Official Marketplace:** eSARAS serves as the official online marketplace for products manufactured by women Self-Help Groups (SHGs) and their federations.
* **Mission Integration:** Developed under the Deendayal Antyodaya Yojana–National Rural Livelihoods Mission (DAY-NRLM) to eliminate intermediaries and provide direct consumer access.
* **Product Range:** Categories include Home and Living, Apparel and Accessories, Personal Care, Food Items, and Kids Toys.
**Platform Reach and Infrastructure**
* **Scale of Impact:** As of February 2024, over 8.62 crore women SHG members have digital storefronts, with DAY-NRLM covering 7,627 blocks nationwide.
* **Support Cadre:** A cadre of 1.51 crore community members supports these grassroots enterprises.
* **Physical Presence:** Includes the SARAS Aajeevika Gallery (a permanent retail space in New Delhi) and 50+ annually scheduled SARAS Melas.
* **Logistics:** The eSARAS Mobile App and Fulfilment Centre manage the processing, packaging, and shipping of products.
**Digital Ecosystem and Milestones**
* **ONDC Integration:** SHG products are available across 11+ buyer apps on the ONDC platform, reaching over 20 crore buyers with 800+ products listed.
* **UMANG Platform:** eSARAS is listed on UMANG, which has recorded nearly 800 crore transactions as of June 2026.
* **Premium Collections:** The "SARAS Shakti Collection" was launched in 2026 to target institutional and corporate gift markets.
**Impact Analysis**
**Rural Women and Self-Help Groups (SHGs)**
**Impact**
They gain direct access to national markets, institutional support for branding, and digital infrastructure that bypasses intermediaries, leading to economic empowerment and livelihood strengthening.
**Action Required**
SHG members must utilize the eSARAS mobile app for processing and packaging, and leverage the fulfillment centre for shipping products to a national consumer base.
**Consumers and Institutional Buyers**
**Impact**
Buyers can access over 1,400 curated, handcrafted goods from diverse regions (e.g., Chanderi sarees, Pashmina) through various digital touchpoints like ONDC, UMANG, and the official web portal.
**Action Required**
Consumers can purchase directly through the eSARAS portal or integrated buyer apps on the ONDC platform; corporate buyers can access the premium SARAS Shakti Collection for gifting.
**Ministry of Rural Development (DAY-NRLM)**
**Impact**
The Ministry oversees a massive network of 8.62 crore members and manages the logistics and marketing framework that connects rural artisans to the digital economy.
**Action Required**
The Ministry must continue to expand digital integrations and maintain the 7,627-block support network to ensure the sustainability of rural enterprises.
Key Entities Referenced
eSARAS (SARAS Aajeevika): An official online marketplace and e-commerce ecosystem developed to provide rural women Self-Help Groups (SHGs) direct access to national markets.
Deendayal Antyodaya Yojana–National Rural Livelihoods Mission (DAY-NRLM): The flagship mission providing the institutional framework and support for rural livelihoods under which the eSARAS platform was developed.
Ministry of Rural Development: The primary ministry responsible for the development, implementation, and management of the eSARAS platform and DAY-NRLM.
Digital India programme: The national initiative driving the digital transformation of governance and public services that facilitates tools for rural economic empowerment.
Open Network for Digital Commerce (ONDC): A key digital infrastructure integration that enables eSARAS products to be accessible across multiple buyer applications and a larger consumer base.
PIB Backgrounder
eSARAS: Expanding Markets, Empowering Rural
Women
प्रव तथ: 01 JUL 2026 12:02PM by PIB Delhi
From weavers and potters to women-led cooperatives, rural artisans are powering India's inclusive growth story. Through the
eSARAS platform, thousands of Self-Help Groups are gaining direct access to national markets, digital infrastructure and
institutional support. By eliminating intermediaries and integrating with major commerce platforms, eSARAS is transforming how
rural craft reaches the consumer. The platform's expanding reach across blocks and districts nationwide underscores its growing
significance in rural livelihoods. Initiatives like eSARAS continue to play a pivotal role in driving women's entrepreneurship,
preserving cultural heritage and building a digitally empowered, self-reliant rural economy.
Crafting Change from the Grassroots
Over the past eleven years, the Digital India programme has transformed governance and public service delivery- making them more
transparent, accessible and efficient. This transformation has reached beyond cities into rural India, where technology is now a tool for
economic empowerment, livelihood strengthening and community-led enterprise.
Within this landscape, eSARAS (SARAS Aajeevika) has emerged as one of the most significant outcomes. It is developed by the Ministry of
Rural Development under the Deendayal Antyodaya Yojana–National Rural Livelihoods Mission (DAY-NRLM). It stands as a flagship
example of how digital infrastructure can be channelled into grassroots economic change.
What is eSARAS?
eSARAS is the official online marketplace of DAY-NRLM, built exclusively for products made by women Self-Help Groups and their
federations. The well curated handrafted goods emerge from the very heart of the country- from weavers in Chanderi sarees from Madhya
Pradesh to marble artisans in Rajasthan. They also include Pashmina producers nestled in the hills of Jammu & Kashmir. Every product on
eSARAS carries a story, and every purchase is a direct connection to the artisan behind it.
The platform lists local products across major categories:
Home and Living
Women's Apparel and Accessories
Men's Apparel and AccessoriesPersonal Care
Food Items
Kids Toys & Accessories
Over 8.62 crore women SHG members have a digital storefront through eSARAS, of whom 85% are directly linked to the Ministry of Rural
Development's network (as on February 2024). It gives them not just a marketplace, but institutional support for marketing, branding and
logistics.
DAY-NRLM covers 7,627 blocks nationwide and has built a cadre of 1.51 crore community members to support these enterprises at the
grassroots level.
From Portal to e-Commerce Ecosystem: Key Milestones
What started as a simple web portal has, in just a few years, grown into a full-stack e-commerce ecosystem. It now combines a mobile app,
physical gallery, national melas, a logistics fulfilment centre and integrations with India's largest online marketplace platforms.
Platform Evolution Detail
eSARAS Portal Launch e-Commerce portal https://www.esaras.in/ launched for better and more effective
marketing of Saras products
eSARAS Mobile App Launch Mobile app launched alongside the eSARAS Fulfilment Centre. It is used for processing,
packaging and shipping of products.
ONDC SHG products made available across 11+ buyer apps (20 crore+ buyers on ONDC
platform) with 800+ handcrafted products listed
UMANG eSARAS listed on UMANG; platform now serves 2,572 services with 796.69 crore
transactions (June 2026)
SARAS Shakti Collection Premium curated gift collection launched at Rashtriya Gramin Vikas Sammelan 2026 for
institutional and corporate markets
SARAS Aajeevika Gallery Permanent retail gallery established at Baba Kharak Singh Marg, New Delhi, showcasing
curated SHG products.The Road Ahead: Craft, Commerce and Community
With expanding integrations across ONDC, UMANG and other digital platforms, eSARAS is positioning rural producers to compete in larger
markets while preserving India's craft heritage. As the ecosystem grows, it is expected to play an increasingly important role in creating
sustainable livelihoods and advancing inclusive rural development.
In doing so, eSARAS exemplifies how Digital India is empowering women, preserving India's rich craft heritage and driving
inclusive, women-led rural development.
References
Ministry of Rural Development
https://cdnbbsr.s3waas.gov.in/s3d69116f8b0140cdeb1f99a4d5096ffe4/uploads/2026/04/202604211510022943.pdf
https://sansad.in/getFile/loksabhaquestions/annex/184/AU2884_xtODlC.pdf?source=pqals
https://www.pib.gov.in/PressReleasePage.aspx?PRID=2278288®=48&lang=1
https://www.pib.gov.in/PressReleaseIframePage.aspx?PRID=1871641®=48&lang=2
https://www.pib.gov.in/PressReleasePage.aspx?PRID=1937055®=48&lang=2
https://www.pib.gov.in/PressReleasePage.aspx?PRID=2278288®=3&lang=1
Ministry of Electronics and Information Technology (MEITy)
https://en.vikaspedia.in/viewcontent/social-welfare/entrepreneurship/important-days/esaras-portal-for-handicrafts?lgn=en
https://negd.gov.in/
https://www.facebook.com/OfficialUmangApp/posts/to-promote-local-artisans-and-self-help-groups-esaras-on-umang-facilitates-citiz/131346
1524124692/
Ministry of Commerce & Industry
https://www.pib.gov.in/PressReleaseIframePage.aspx?PRID=2146920&ref=official-press.com®=48&lang=2
PIB Archives
https://www.pib.gov.in/PressReleasePage.aspx?PRID=2267960®=48&lang=2
https://www.pib.gov.in/PressNoteDetails.aspx?NoteId=159055&ModuleId=3®=48&lang=2
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PIB Research
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