India’s digital revolution is no longer confined to cities, technology hubs or financial transactions. Across villages and rural communities, digital platforms are increasingly becoming instruments of economic empowerment, helping artisans, small entrepreneurs and women-led enterprises access opportunities that were once beyond their reach. One of the most significant examples of this transformation is eSARAS, a digital marketplace that is connecting rural producers directly with consumers while strengthening livelihoods and preserving India’s centuries-old craft traditions.
From the handwoven Chanderi sarees of Madhya Pradesh and intricate marble handicrafts of Rajasthan to the world-famous Pashmina products of Jammu & Kashmir, thousands of artisans are using digital commerce to reach customers across India. A large number of these artisans are women associated with Self-Help Groups (SHGs), who are now finding new avenues for income generation and entrepreneurship through technology-driven market access.
Developed by the Ministry of Rural Development under the Deendayal Antyodaya Yojana–National Rural Livelihoods Mission (DAY-NRLM), eSARAS has emerged as a flagship initiative that combines the vision of Digital India with grassroots economic development. By providing a dedicated online marketplace for SHG products, the platform is enabling rural women to participate in the digital economy while showcasing the diversity and richness of India’s traditional crafts.
Digital India and rise of rural entrepreneurship
Over the past eleven years, Digital India has transformed governance, service delivery and economic participation by making technology more accessible to citizens. The programme has expanded internet connectivity, promoted digital literacy, strengthened digital public infrastructure and enabled millions of people to access services through online platforms.
While much of the public attention has focused on initiatives such as Aadhaar, UPI, DigiLocker and Direct Benefit Transfers, Digital India has also quietly transformed rural entrepreneurship. Improved connectivity and digital access have created opportunities for artisans and micro-entrepreneurs to overcome one of their biggest challenges: reaching larger markets.
For decades, many rural producers depended on local fairs, exhibitions, middlemen and small retail networks to sell their products. While these channels provided some opportunities, they often limited market reach and reduced profit margins. The absence of direct access to consumers meant that artisans rarely received the full value of their work.
eSARAS was developed to address this gap. By leveraging digital technology, the platform allows rural entrepreneurs to connect directly with buyers across the country, reducing dependence on intermediaries and creating new possibilities for business growth.
Dedicated marketplace for SHG products
Unlike conventional e-commerce platforms that host products from businesses of all sizes, eSARAS has a distinct focus. It is the official online marketplace dedicated exclusively to products created by women Self-Help Groups and their federations.
The platform has been designed to provide SHG members with a dedicated digital storefront where they can showcase their products to a national audience. Every item available on the platform reflects the skills, traditions and craftsmanship of rural communities while also serving as a source of livelihood for the women who produce them.
The marketplace brings together products from different regions of the country, highlighting India’s extraordinary diversity of crafts and local specialities. Consumers purchasing through eSARAS are not simply buying a product; they are supporting rural entrepreneurs and helping sustain traditional occupations that have been passed down through generations.
Officials say the platform’s objective is not only to improve incomes but also to create a sustainable ecosystem where rural artisans can build long-term enterprises capable of competing in larger markets.
Bringing India’s craft traditions to digital consumers
One of the most remarkable aspects of eSARAS is the variety of products available through the platform. It serves as a digital showcase for some of India’s most celebrated traditional crafts while introducing consumers to products from lesser-known artisan communities.
Handwoven Chanderi sarees from Madhya Pradesh, known for their lightweight texture and intricate weaving techniques, are among the many traditional textiles available through the platform. Similarly, artisans from Rajasthan are using eSARAS to market handcrafted marble products that reflect generations of craftsmanship.
The platform also provides visibility to Pashmina artisans from Jammu & Kashmir, whose products have long been recognised for their quality and craftsmanship. In addition to these iconic products, eSARAS offers a wide range of home décor items, fashion accessories, personal care products, food products, toys and household goods.
By bringing these products into the digital marketplace, eSARAS is helping preserve traditional skills that often struggle to compete against mass-produced goods. The platform allows artisans to reach consumers who value authenticity, craftsmanship and cultural heritage.
This connection between traditional producers and modern consumers is creating new economic opportunities while ensuring that valuable craft traditions continue to thrive.
Empowering millions of rural women
At the heart of eSARAS lies the goal of women’s economic empowerment. The platform primarily serves women associated with Self-Help Groups, which have become one of the most successful grassroots development models in India.
Over the years, SHGs have enabled women to access savings, credit, training and livelihood opportunities. Many members have gone on to establish enterprises in sectors ranging from handicrafts and textiles to food processing and retail.
Despite these achievements, market access has remained a major obstacle. Many women entrepreneurs possess strong production skills but lack the resources and networks needed to reach customers beyond their local areas.
eSARAS helps overcome this challenge by providing a national marketplace where women entrepreneurs can showcase their products and connect directly with buyers. The platform enables them to expand their customer base, increase sales and build stronger brands.
This direct market access contributes to greater financial independence and encourages more women to participate actively in entrepreneurial activities.
Powered by strength of DAY-NRLM
The success of eSARAS is closely linked to the extensive network created under the Deendayal Antyodaya Yojana–National Rural Livelihoods Mission, one of the largest rural livelihood programmes in the world.
As of February 2024, more than 8.62 crore women were associated with Self-Help Groups across the country. Around 85 per cent of these members were directly linked to the Ministry of Rural Development’s network. The programme covered 7,627 blocks nationwide and was supported by a community cadre of approximately 1.51 crore members working at the grassroots level.
This vast institutional framework provides the foundation for eSARAS and ensures that women entrepreneurs receive support at multiple stages of enterprise development. The scale of the network also means that the platform has the potential to impact millions of livelihoods across rural India.
Officials believe that digital commerce platforms such as eSARAS can significantly enhance the economic potential of SHG enterprises by providing access to larger and more diverse markets.
Although eSARAS functions as an online marketplace, its role extends beyond facilitating product sales. The initiative has evolved into a broader support ecosystem designed to help rural entrepreneurs build sustainable businesses.
Many artisans and micro-entrepreneurs face challenges related to branding, packaging, marketing and logistics. While they may possess exceptional craftsmanship skills, they often lack the expertise required to operate successfully in competitive markets.
To address these challenges, eSARAS provides marketing assistance, branding support and logistics services. These interventions help entrepreneurs improve product presentation, reach new customers and strengthen their business operations.
By combining digital commerce with institutional support, the platform seeks to ensure that artisans are not only able to sell products online but also develop viable enterprises capable of long-term growth.
From web portal to comprehensive digital ecosystem
What started as a simple web portal has gradually evolved into a comprehensive digital commerce ecosystem.
The launch of the eSARAS portal provided the initial platform for online sales and marketing of SHG products. As participation increased, additional technological and logistical infrastructure was introduced to improve efficiency and scalability.
The introduction of the eSARAS mobile application made the platform more accessible to both sellers and consumers. A dedicated fulfilment centre was also established to streamline product collection, packaging, inventory management and shipping operations.
These developments have improved the overall user experience and strengthened the platform’s ability to handle growing demand. They have also enabled rural entrepreneurs to benefit from professional e-commerce support systems that were previously accessible mainly to larger businesses.
ONDC integration expands market reach
A major milestone in the growth of eSARAS has been its integration with the Open Network for Digital Commerce (ONDC), one of India’s most ambitious digital commerce initiatives.
The integration has significantly expanded the visibility of SHG products by making them available across multiple buyer applications connected to the ONDC network. Through this arrangement, products listed on eSARAS can now reach more than 20 crore potential buyers across the country.
More than 800 handcrafted products are currently available through the ONDC ecosystem, giving rural artisans unprecedented access to larger consumer markets. This expansion represents a major step towards democratising digital commerce and ensuring that small producers can compete alongside larger businesses.
Officials view the ONDC partnership as a critical component of the government’s efforts to create an inclusive digital marketplace that benefits entrepreneurs at every level.
Leveraging India’s growing digital public infrastructure
The expansion of eSARAS has also been supported by its integration with the UMANG platform, one of the key pillars of India’s Digital Public Infrastructure ecosystem.
As of June 2026, UMANG hosted 2,572 government services and had recorded more than 796.69 crore transactions. By integrating with UMANG, eSARAS gains access to a vast digital ecosystem that is already widely used by citizens across the country.
This integration strengthens the visibility and accessibility of SHG products while demonstrating how Digital Public Infrastructure can be leveraged not only for governance but also for economic development and entrepreneurship.
The Ministry of Rural Development has continued to expand the eSARAS ecosystem through new initiatives aimed at increasing market opportunities for SHG products.
One such initiative is the premium SARAS Shakti Collection, launched during the Rashtriya Gramin Vikas Sammelan 2026. The collection features carefully curated products designed for institutional buyers, corporate organisations and premium consumer segments.
In addition to strengthening its digital presence, the government has established the permanent SARAS Aajeevika Gallery at Baba Kharak Singh Marg in New Delhi. The gallery serves as a physical showcase for SHG products and provides another avenue for artisans to connect with customers.
Together, these initiatives complement the digital marketplace and create multiple channels through which rural entrepreneurs can market their products.
Building digitally empowered rural economy
The continued growth of eSARAS reflects a broader vision of rural development in which technology serves as a catalyst for economic empowerment, entrepreneurship and cultural preservation.
By connecting rural producers directly with consumers, supporting women-led enterprises and leveraging India’s expanding digital infrastructure, the platform is helping create sustainable livelihood opportunities across the country.
At the same time, it is ensuring that traditional crafts remain economically viable in a rapidly changing marketplace. The initiative demonstrates how digital technology can support both economic growth and cultural preservation, enabling artisans to compete in larger markets without sacrificing the authenticity of their work.
As eSARAS expands its presence across platforms such as ONDC and UMANG and reaches new consumers through both digital and physical channels, it is emerging as a powerful example of how Digital India is transforming lives at the grassroots. By bringing together technology, entrepreneurship and traditional craftsmanship, the platform is helping build a more inclusive, self-reliant and digitally empowered rural economy while ensuring that India’s rich artisanal heritage continues to flourish for future generations.
