The Ministry of Rural Development has launched a National Campaign on Entrepreneurship to strengthen non-farm livelihoods and accelerate income growth among rural women under the Deendayal Antyodaya Yojana–National Rural Livelihoods Mission (DAY-NRLM).
The campaign was launched on January 12, by the Additional Secretary (Rural Development), in the presence of senior officials and representatives from key institutions, including NITI Aayog, NABARD, Bill & Melinda Gates Foundation, IFMR LEAD (KREA University), EDII, IIM Calcutta Innovation Park, and State Rural Livelihoods Missions (SRLMs).
DAY-NRLM aims to bring sustained improvements in the income levels of rural women by promoting diversified and sustainable livelihood opportunities. Non-farm rural enterprises have emerged as a key pathway in achieving this objective. Over the years, initiatives such as the Start-up Village Entrepreneurship Programme have demonstrated the effectiveness of community-based enterprise models supported by trained local cadres.
These community cadres play a crucial role at the grassroots level by assisting in enterprise identification, start-up support, mentoring, and continuous handholding for rural entrepreneurs.
The Ministry has set a target of enabling three crore Lakhpati Didis, referring to women self-help group (SHG) members earning ₹1 lakh or more annually. Achieving this goal requires a significant expansion of trained community resource persons engaged in enterprise promotion.
The National Campaign on Entrepreneurship aims to train 50,000 community resource persons in enterprise development and provide entrepreneurship development programme (EDP) training to 50 lakh SHG members across the country.
The official statement said that the campaign offers a strategic opportunity to deepen enterprise development in rural areas, strengthen local economies, and unlock the entrepreneurial potential of SHG women. It is expected to create a strong ecosystem for rural enterprises and improve access to formal financial institutions, including enterprise loans for grassroots entrepreneurs.
