The government will establish 700 SHE-MARTs and 1,000 district fulfilment centres to strengthen market access for women-led enterprises and support the goal of creating six crore “Lakhpati Didis”, the Ministry of Rural Development said on Sunday.
The initiative is part of a broader strategy under the Deendayal Antyodaya Yojana–National Rural Livelihoods Mission (DAY-NRLM), which focuses on enterprise promotion, financial inclusion, capacity building and marketing support for Self-Help Group (SHG) members.
The proposals were discussed at a review meeting chaired by Rural Development Secretary Rohit Kansal to assess progress under DAY-NRLM and its sub-schemes. Senior officials, including Joint Secretaries Swati Sharma and Jayashree M.G., also attended the meeting.
According to the Ministry of Rural Development, the planned SHE-MARTs will be set up in high-potential commercial locations with strong backward and forward linkages to ensure sustainable market access for SHG products. The district fulfilment centres and Centres of Excellence will further strengthen logistics, branding and distribution networks for rural women entrepreneurs.
The meeting also reviewed efforts to build a unified national marketing identity under “Saras Aajeevika”, aimed at consolidating fragmented branding into a single national platform to improve visibility and market positioning of SHG products.
Officials also discussed expansion of digital platforms, including the revamped e-Saras portal, which is being developed into a multi-vendor, omni-channel marketplace to widen the reach of SHG products across the country.
The ministry also reviewed plans for SARAS Melas at national and state levels, along with proposals for revised guidelines, improved packaging and design support, and establishment of innovation and capacity-building hubs.
The government said the initiatives are aimed at enhancing livelihood opportunities for rural women, strengthening SHG-led enterprises and ensuring greater integration with organised and digital markets, supported by platforms such as ONDC and improved financial linkages.
With states and Union Territories responsible for execution and the Centre providing strategic guidance, officials said the reforms are expected to significantly strengthen rural women entrepreneurship and accelerate progress towards the goal of six crore Lakhpati Didis.
