The Press Information Bureau said on 11 Jul 2026: India continues to leverage Digital Public Infrastructure to create inclusive opportunities for citizens across sectors. A significant example of this transformation is eSaras, a government-backed digital commerce platform that is connecting rural producers with customers across the country. Developed by the Digital India Corporation (DIC) under the Ministry of Electronics and Information Technology (MeitY) in collaboration with the Ministry of Rural Development (MoRD), eSaras is implemented under the Deendayal Antyodaya Yojana - National Rural Livelihoods Mission (DAY-NRLM). The platform enables Self-Help Groups (SHGs), women entrepreneurs, producer collectives and Farmer Producer Organisations (FPOs) to market their products through a trusted digital marketplace, creating sustainable livelihood opportunities while advancing the vision of inclusive digital growth.

Women-led Self-Help Groups have emerged as a key pillar of rural economic development under DAY-NRLM. eSaras strengthens this ecosystem by enabling SHGs to independently showcase and sell their products to customers across India through an end-to-end digital commerce platform. It provides digital onboarding through the trusted LokOS ecosystem, online product catalogues, inventory management, secure digital payments, integrated logistics, order management and multilingual access through BHASHINI. By reducing dependence on intermediaries and enabling direct access to national markets, the platform helps rural women improve incomes, build enterprises and participate more effectively in the digital economy. The platform is also enabling verified rural women entrepreneurs to access national markets, supporting the Government's vision of creating 6 crore Lakhpati Didis by 2029.

SARAS is a unique initiative by the Ministry of Rural Development to provide a marketing platform for the handcrafted products of the rural women artisans of self-help groups, ensuring a sustainable source of income for them and making them self-reliant. This encompasses the... Pic.twitter.com/DIDuARIm7p.

For millions of rural households, agriculture remains the primary source of income, but earnings are often seasonal. ESaras helps diversify income by enabling SHGs and rural producer groups to generate revenue throughout the year. The platform promotes a wide range of livelihood activities, including food processing, farm-based enterprises, handicrafts, handloom, honey, dairy products, herbal products, personal care items and home décor. This creates additional and sustainable income opportunities for rural families, particularly during the non-harvesting season, reducing dependence on seasonal agricultural earnings.

Beyond providing market access, eSaras encourages rural entrepreneurs to increase the value of their products before bringing them to market. SHGs are supported in processing and packaging agricultural produce into higher-value products such as chips, papad, pickles, jams, squashes, candies, packaged spices, processed pulses and bottled honey. For example, instead of selling raw potatoes or fruits, producer groups can convert them into packaged food products with improved shelf life and branding. Such value addition enhances product quality, improves marketability and enables rural producers to earn higher returns from the same agricultural output.

The success of digital commerce depends not only on technology but also on building the capabilities of rural entrepreneurs. Under DAY-NRLM, women associated with SHGs receive training in digital onboarding, product listing, branding, packaging, product photography, digital marketing, inventory management, order processing, customer service, financial literacy and logistics management. These capacity-building initiatives equip rural women with the skills required to independently manage online businesses and compete in wider markets. By combining training with digital infrastructure, eSaras is enabling women entrepreneurs to become active participants in India's expanding digital economy.

Built on the principles of Digital Public Infrastructure, eSaras integrates with UMANG, secure digital payment systems, logistics partners and API-based digital verification services. Digital seller verification through LokOS strengthens trust, while multilingual services powered by BHASHINI improve accessibility for users across different regions. The platform also offers accessibility features such as text-to-speech support, adjustable text size and visual accessibility options, making digital commerce more inclusive for persons with disabilities, senior citizens and users with diverse accessibility needs. These technology-driven features ensure a transparent, secure and citizen-friendly digital marketplace connecting rural producers with consumers nationwide.

The impact of eSaras is reflected in the success of Falak Self-Help Group (SHG) from Khurja, Uttar Pradesh, which is preserving the traditional GI-tagged Khurja Pottery while expanding its market through digital commerce. Earlier, the group's handcrafted pottery was sold mainly in local markets, exhibitions and regional fairs, limiting its market reach.