Market Expansion Boost for Rural Women SHGs in Rajasthan
In a significant move to empower rural women, the Ministry of Rural Development has unveiled a comprehensive plan to strengthen market access for Self Help Groups (SHGs) in Rajasthan. Under the Deendayal Antyodaya Yojana–National Rural Livelihoods Mission (DAY-NRLM), the Ministry aims to expand the reach of SHG products through retail stores, SARAS Melas, and digital marketing platforms.
SARAS Melas: A Platform for SHG Products
The Ministry has directed all State Rural Livelihoods Missions (SRLMs), including Rajasthan, to organize at least two SARAS Fairs annually in their respective States. The Rajasthan State Rural Livelihoods Mission (Rajeevika) has identified potential locations for SARAS Melas and retail outlets under the State SHG brand. These initiatives will enhance market access for SHG products, enabling rural women to showcase their skills and entrepreneurship.
Market Access and Capacity Building
Under DAY-NRLM, the Ministry of Rural Development provides support to women SHGs in rural and aspirational districts of Rajasthan through various marketing interventions. These include:
- Development of State-level SHG brands
- Training on packaging, labelling, and product standardization
- Participation in SARAS Melas, exhibitions, and trade fairs
- Onboarding on eSARAS and e-commerce platforms
- Capacity building on digital marketing, product development, and market readiness
Capacity Building and Skill Development
The National Institute of Rural Development and Panchayati Raj conducts regular capacity building and skill development programs to support SHG members. These programs focus on product development, branding, packaging, quality improvement, digital marketing, enterprise management, export procedures, and documentation. The aim is to strengthen SHG members’ access to domestic and international markets.
Minister’s Assurance
The Minister of State for Rural Development, Dr. Chandra Sekhar Pemmasani, has assured that the Ministry will continue to support rural women SHGs in their entrepreneurial endeavors. In a written reply to Rajya Sabha on July 31, 2026, the Minister highlighted the Ministry’s efforts to empower rural women through market access and capacity building initiatives.
A New Era for Rural Women SHGs
The expansion of SARAS Aajeevika and market access for rural women SHGs marks a significant milestone in the journey of empowering rural women in Rajasthan. With the Ministry’s support, rural women SHGs can now tap into new markets, develop their skills, and showcase their products to a wider audience. This initiative is a testament to the Government’s commitment to promoting women’s empowerment and rural development in the country.