Introduction
eSARAS, also known as SARAS Aajeevika, is the official digital marketplace created to market products made by rural women associated with Self-Help Groups (SHGs) and their federations.
It operates under the Deendayal Antyodaya Yojana–National Rural Livelihoods Mission (DAY-NRLM) of the Ministry of Rural Development. The platform was developed by the Digital India Corporation, under the Ministry of Electronics and Information Technology, in collaboration with the Ministry of Rural Development.
It seeks to connect rural producers directly with consumers, reduce dependence on intermediaries and expand access to national digital markets.
Major Features
eSARAS provides an end-to-end e-commerce ecosystem for rural enterprises. Its important features include:
- Online seller onboarding through the LokOS ecosystem
- Digital product catalogues
- Inventory and order management
- Secure digital payments
- Integrated packaging and logistics
- Multilingual accessibility through BHASHINI
- Availability through the eSARAS website and mobile application
- Integration with the Open Network for Digital Commerce (ONDC)
Products available on the platform include handicrafts, handloom products, apparel, food products, toys, personal-care items, dairy products, honey, herbal products and home décor.
Institutional Framework
DAY-NRLM
eSARAS is implemented as a marketing initiative under DAY-NRLM, a centrally sponsored programme aimed at reducing rural poverty by organising women into SHGs and promoting sustainable livelihoods.
It complements other DAY-NRLM marketing initiatives, such as:
- SARAS Aajeevika Melas
- SARAS food festivals
- Physical retail galleries
- Partnerships with private e-commerce companies
- Training, branding and product-design support
eSARAS Fulfilment Centre
The eSARAS Fulfilment Centre was inaugurated in New Delhi in July 2023. It assists in processing, packaging and shipping products purchased through the portal and mobile application.
The centre is managed by the Foundation for Development of Rural Value Chains, a not-for-profit organisation constituted jointly by the Ministry of Rural Development and Tata Trusts.
ONDC Integration
eSARAS functions as a Seller Network Participant on ONDC. This allows SHG products to be purchased through multiple ONDC-enabled buyer applications rather than only through a single government portal.
Government data indicates that SHG products are available through more than 11 ONDC-linked buyer applications, substantially expanding their digital market reach.
Significance
Women’s Economic Empowerment
eSARAS gives rural women direct access to consumers and enables them to participate in pricing, branding, production and enterprise management. This can improve their income, bargaining power and role in household decision-making.
Market Access
Rural producers often remain dependent on local traders and periodic fairs. eSARAS provides access to a wider national market and permits year-round sales.
Reduction of Intermediaries
Direct digital marketing can ensure that a greater share of the final price reaches the producer rather than being absorbed by multiple intermediaries.
Diversification of Rural Livelihoods
Rural incomes remain heavily dependent on agriculture and may fluctuate with seasons and weather conditions. eSARAS promotes non-farm activities such as food processing, weaving, handicrafts, herbal products and rural services.
Preservation of Traditional Skills
The platform creates commercial demand for traditional crafts, textiles and region-specific products. It can therefore support artisans while preserving India’s cultural heritage.
Digital Inclusion
Seller onboarding, online payments and e-commerce participation help rural women acquire digital and entrepreneurial skills. Thus, eSARAS represents the use of Digital Public Infrastructure for grassroots livelihood creation.
Lakhpati Didi Initiative
By improving market access and supporting women-led enterprises, eSARAS contributes to the government’s objective of enabling SHG women to earn sustainable annual household incomes under the Lakhpati Didi initiative.
Progress
According to official information released in July 2026:
- The broader ecosystem covered over 8.99 crore registered SHG members.
- More than 1,400 products were featured on the platform.
- SHG products were available through more than 11 ONDC buyer applications.
- More than 50 SARAS Melas were being organised annually to provide physical marketing opportunities alongside the digital platform.
These figures reflect the convergence of online commerce with physical fairs, fulfilment facilities and government-supported producer networks.
Challenges
Digital Divide
Many rural women may lack smartphones, reliable internet connections or adequate digital literacy.
Product Standardisation
Variations in size, quality, packaging and labelling can make it difficult for small producers to compete in national e-commerce markets.
Logistics and Delivery Costs
Remote rural locations often face high transportation costs, delayed deliveries and weak reverse-logistics facilities.
Branding and Consumer Awareness
SHG products may struggle to compete with established private brands without sustained advertising and professional branding.
Working-Capital Constraints
Women producers may require credit for raw materials, bulk production, packaging and inventory maintenance before payments are received.
Compliance Requirements
Food safety certification, Goods and Services Tax requirements, barcoding, quality testing and intellectual-property protection can be difficult for small rural enterprises.
Way Forward
- Establish district-level e-commerce support and packaging centres.
- Provide continuous training in digital marketing, accounting and inventory management.
- Improve access to affordable working capital.
- Promote common quality standards and certification.
- Support professional branding, photography and product design.
- Strengthen cold-chain and logistics facilities for food products.
- Integrate eSARAS with tourism centres, airports, railway stations and government procurement.
- Encourage geographical indication tagging and traceability for traditional products.
- Use sales data to identify consumer demand and guide SHG production.
- Ensure that benefits reach actual producers rather than only better-connected federations.
Conclusion
eSARAS is more than an online shopping portal; it is a rural livelihood and women’s empowerment platform. By combining SHG mobilisation with digital commerce, logistics, branding and national market access, it seeks to transform rural women from small producers into independent entrepreneurs.
Its success will ultimately depend on whether digital visibility is converted into regular sales, fair producer incomes and sustainable rural enterprises.
