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Flipkart signs an MoU with Rural Development Ministry for the DAY-NRLM program

  • India Infoline News Service |
  • 03 Nov, 2021 |
  • 3:24 PM
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India's homegrown e-commerce marketplace, Flipkart has signed a Memorandum of Understanding (MoU) with the Ministry of Rural Development of the Government of India (MoRD), for their ambitious Deendayal Antyodaya Yojana – National Rural Livelihood Mission (DAY-NRLM) program, to help empower local businesses and self-help groups (SHGs) – especially those that are led by women – by bringing them into the e-commerce fold.

The partnership is aligned with the DAY-NRLM’s goal of strengthening the capabilities of rural communities for self-employment and entrepreneurship, thus providing further impetus to the Prime Minister’s vision of an “Atmanirbhar Bharat”.

Minister of Rural Development and Panchayati Raj, Giriraj Singh said that "SHGs are backbone of the rural economy and we are targeting to enhance their annual income to at least 1 lakh.  We are identifying and collaborating with all possible partners who can contribute to this cause and partnership between DAY NRLM and Flipkart will help in the process. Rural products from SHGs have huge potential of acceptance among the masses in India and abroad and e-commerce platform will prove to be an effective tool to harness it.”

Singh said that MoU will enable rural women to sell their products to more than 10 crore Flipkart's customers.

This MoU is a part of the Flipkart Samarth program and aims to provide skilled yet under-served communities of craftsmen, weavers and artisans with national market access through the Flipkart marketplace, as well as dedicated support for knowledge and training. Flipkart Samarth seeks to break entry barriers for local communities by providing time-bound incubation and support with onboarding, cataloging, marketing, account management, business insights, and warehousing. This will create more avenues for increasing business and trade inclusion and help in creating and sustaining better livelihood opportunities.

The MoRD’s DAY-NRLM programme with its outreach in 6768 blocks of 706 districts across all 28 States and 6 UTs has 7.84 crore women mobilized into more than 71 lakh SHGs is proving as the game-changing initiative to empower poor rural women.

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