Samarth: Flipkart’s initiative to bring Indigenous Artisans on platform

Indian e-commerce giant Flipkart launched Samarth, an initiative to bring Indian artisans, weavers, and makers of handicrafts to its platform. It was launched by Anurag Thakur, Minister of State, Finance and Corporate Affairs, along with Kalyan Krishnamurthy, CEO, Flipkart Group.

Walmart-owned Flipkart has partnered with 5 non-governmental organisations (NGOs) to help artisans use online marketplace to sell their products.

About Samarth Initiative

It will support artisans, weavers and handicraft maker by on-boarding them and helping them in process of selling on internet.

In 1st phase of programme, Flipkart will have access to 35,000 artisans through partnerships with NGOs.

Support Provided: includes product cataloguing, account management, seller support, and warehousing support.

Flipkart is in discussions with 5-10 Indian States, including Himachal Pradesh, with regard to Samarth initiative. Company also plans to eventually sell these products in international market.


This initiative could give indigenous communities and their products access to Flipkart’s Indian customer base of over 150 million.

As per some estimates, Flipkart e-commerce will exceed $100 billion by 2022 can potentially create 1 million-plus jobs in coming years.

NOTE: Earlier, Amazon had partnered with Tribal Cooperative Marketing Development Federation of India (TRIFED) to sell products made by tribal communities which are now available on its global marketplace.




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