Empowering Grassroots Artisans: How eSARAS Is Digitizing India’s Rural Economy
Driven by DAY-NRLM and the Digital India mission, the eSARAS platform connects over 8.62 crore women SHG members directly to national e-commerce channels.
Over the past eleven years, the Digital India initiative has redefined governance and public service delivery, extending far beyond urban centers into the heart of rural India. Among its most impactful outcomes is eSARAS (SARAS Aajeevika), an official e-commerce platform developed by the Ministry of Rural Development under the Deendayal Antyodaya Yojana–National Rural Livelihoods Mission (DAY-NRLM). By eliminating intermediaries, eSARAS provides rural artisans, weavers, and women-led Self-Help Groups (SHGs) direct access to national and corporate markets.
Product Portfolio and Grassroots Reach
Every handcrafted product on eSARAS reflects India's rich cultural heritage—from Madhya Pradesh’s Chanderi sarees and Rajasthan’s marble crafts to Kashmir’s authentic Pashmina products. Serving over 8.62 crore women SHG members, the storefront spans six primary categories:
Home and Living: Traditional handicrafts, decor, and utility goods.
Apparel & Accessories: Handloom garments and accessories for men and women.
Personal Care: Organic and natural wellness products.
Food Items: Locally sourced processed goods and regional specialties.
Kids Toys & Accessories: Handcrafted wooden and fabric toys.
Platform Evolution and Digital Ecosystem
What began as a foundational web portal has expanded into a full-stack digital ecosystem incorporating mobile applications, physical retail spaces, national exhibitions, and seamless API integrations with India's digital public infrastructure.
| Milestone / Integration | Key Operational Feature |
|---|---|
| eSARAS Web Portal | Dedicated digital storefront (esaras.in) for marketing curated SHG products directly to consumers nationwide. |
| eSARAS Mobile App & Fulfilment Centre | Integrated mobile application coupled with a dedicated central processing, packaging, and shipping facility to streamline supply chains. |
| ONDC Integration | Over 800 handcrafted products listed across 11+ buyer applications, expanding reach to more than 20 crore buyers on the Open Network for Digital Commerce. |
| UMANG Integration | Onboarded onto the unified government service app, facilitating access alongside thousands of public service transactions. |
| SARAS Shakti Collection | Premium curated gift line launched at the Rashtriya Gramin Vikas Sammelan 2026, targeted specifically at corporate and institutional buyers. |
| SARAS Aajeevika Gallery | Permanent physical retail gallery established at Baba Kharak Singh Marg, New Delhi, offering high-visibility offline retail space. |
Driving Sustainable Rural Livelihoods
By combining digital infrastructure with institutional support for marketing, branding, and logistics, eSARAS ensures that rural producers can compete effectively in modern commercial markets. The platform continues to serve as a vital catalyst for women's entrepreneurship, cultural preservation, and inclusive rural economic growth.
