eSARAS Digital SHG Marketplace

eSARAS is the official online marketplace of the Deendayal Antyodaya Yojana–National Rural Livelihoods Mission (DAY-NRLM) for products made by women Self-Help Groups (SHGs) and their federations. The platform was launched on 28 October 2022 by Union Minister of State for Rural Development Faggan Singh Kulaste and was developed by the Digital India Corporation under the National Rural Livelihoods Mission.

Platform and institutional framework

DAY-NRLM is a flagship rural livelihoods programme of the Ministry of Rural Development. eSARAS provides marketing, branding, and logistics support for SHG products and connects rural producers with national markets. The platform is linked to the Ministry of Rural Development’s network, and 85% of its users were directly linked to that network as of February 2024.

Digital reach and commerce integration

As of 1 July 2026, more than 8.62 crore women SHG members had a digital storefront through eSARAS. The platform has integrated with the Open Network for Digital Commerce (ONDC) and the UMANG platform. Through ONDC, SHG products are available on more than 11 buyer applications and can reach over 20 crore potential buyers.

Product categories and regional crafts

eSARAS lists products in categories such as home and living, women’s and men’s apparel and accessories, personal care, food items, and kids’ toys and accessories. The marketplace includes Chanderi sarees from Madhya Pradesh, marble handicrafts from Rajasthan, and Pashmina products from Jammu and Kashmir.

Important Facts for Exams

• eSARAS is linked to DAY-NRLM, which is administered by the Ministry of Rural Development.
• ONDC is a digital commerce network that connects buyers and sellers across multiple applications.
• UMANG is a government mobile platform for access to public services in India.
• Self-Help Groups are small community-based collectives, and women SHGs form a major part of rural livelihood programmes.

Physical retail and premium collection

A permanent SARAS Aajeevika Gallery has been established at Baba Kharak Singh Marg in New Delhi. The Ministry of Rural Development introduced the premium SARAS Shakti Collection at the Rashtriya Gramin Vikas Sammelan 2026 for institutional and corporate buyers.