SARAS Expansion and Market Access for Rural Women SHGs
UPSC / SSC current affairs note
Why in news
The Ministry of Rural Development is strengthening market access for Self-Help Group (SHG) products across India, including Rajasthan, through retail outlets, SARAS melas, and digital platforms. This information was provided in a Rajya Sabha reply on July 31, 2026, highlighting ongoing efforts under DAY-NRLM.
Background
DAY-NRLM (Deendayal Antyodaya Yojana - National Rural Livelihoods Mission) is a flagship program for rural poverty alleviation, focusing on organizing rural women into SHGs and providing them with livelihood support. SARAS melas are exhibitions organized to provide marketing opportunities for SHG products.
Key facts
The Ministry of Rural Development is enhancing market access for SHG products through retail outlets, SARAS melas, and digital marketing platforms under DAY-NRLM.
All State Rural Livelihood Missions (SRLMs), including Rajasthan, can organize at least two SARAS melas annually as per ministry guidelines.
Rajasthan State Rural Livelihood Mission (Rajeevika) has identified locations for SARAS melas and retail outlets under the state SHG brand based on market potential and local needs.
Support to women SHGs includes development of state-level SHG brands, training on packaging, labeling, and product standardization, and participation in SARAS melas, exhibitions, and trade fairs.
SHGs are also listed on e-SARAS and other e-commerce platforms.
Capacity building initiatives focus on digital marketing and participation in select trade fairs and exhibitions to promote export-ready SHG products.
The National Institute of Rural Development and Panchayati Raj (NIRDPR) regularly conducts capacity building and skill development programs for SHG members on product development, branding, packaging, quality improvement, digital marketing, enterprise management, export procedures, and market readiness.
This information was given by the Minister of State for Rural Development, Dr. Chandra Shekhar Pemmasani, in a written reply in Rajya Sabha.
Prelims pointers
- SARAS melas
- e-SARAS
- DAY-NRLM
- SRLM
- Rajeevika
- NIRDPR
- Ministry of Rural Development
- Rajya Sabha
Mains angles
- Discuss the role of SHGs in rural women empowerment and poverty alleviation.
- Examine the effectiveness of marketing initiatives like SARAS melas in improving rural livelihoods.
- Analyze the challenges faced by SHGs in accessing markets and suggest measures to overcome them.