Promotion of exports of products by self-help groups (SHGs)

[YAGAY andSUN]

Promotion of exports of products by self-help groups (SHGs) can be an effective way to empower local communities, create economic opportunities, and promote sustainable development. Self-Help Groups are typically grassroots organizations that aim to support and uplift marginalized communities, often comprising women, rural artisans, farmers, and other small-scale producers. These groups create various products ranging from handmade crafts, organic food items, textiles, and handicrafts to agricultural produce.

To promote the export of products by SHGs, several strategies can be implemented:

1. Capacity Building and Skill Development

• Training Programs: Organizing workshops and training sessions to improve product quality, packaging, and understanding of international markets.
• Product Diversification: Encouraging SHGs to expand their product range by adding new designs, product variations, or improving existing ones to meet international demand.

2. Market Research and Identification of Export Opportunities

• Identifying Global Markets: Conducting research to identify international markets that have demand for the products manufactured by SHGs, focusing on market trends and consumer preferences.
• Networking with International Buyers: Connecting SHGs with international distributors, retailers, and e-commerce platforms to increase visibility.

3. Branding and Packaging

• Developing Unique Branding: Creating a strong and distinctive brand identity that reflects the craftsmanship and cultural significance of the products.
• Improved Packaging: Ensuring that products are packaged according to international standards, with clear labels, quality assurance, and attractive packaging.

4. Collaboration with Export Agencies and Platforms

• Partnership with Export Agencies: Collaborating with government export promotion agencies, NGOs, and trade bodies that help SHGs with export logistics, certifications, and marketing support.
• E-Commerce and Digital Platforms: Helping SHGs to sell their products on international online platforms (like Amazon, Etsy, or Alibaba) to reach a wider audience.

5. Government Support and Policy Advocacy

• Access to Export Incentives: Advocating for SHGs to access government export incentives, grants, subsidies, and financial schemes that support export activities.
• Export Documentation and Certifications: Assisting SHGs in understanding and fulfilling export documentation and obtaining required certifications like ISO, Fair Trade certification, organic certification, etc.

6. Building a Strong Supply Chain

• Logistics and Distribution: Providing SHGs with knowledge and resources to set up an efficient supply chain, ensuring timely delivery of products internationally.
• Quality Control: Implementing systems for regular quality checks to ensure that products meet international standards.

7. Leveraging Social Media and Digital Marketing

• Online Promotion: Using social media platforms (Instagram, Facebook, Pinterest, etc.) to promote SHG products globally.
• Content Creation and Storytelling: Sharing the stories behind the products, highlighting the artisans and their craft to attract international consumers who are increasingly interested in supporting sustainable and ethical businesses.

8. Creating Export Consortia

• Collaborative Export Groups: Encouraging SHGs to form export consortia or federations that pool resources, share expertise, and access larger international markets together.

9. Facilitating Trade Fairs and Exhibitions

• Participating in International Trade Fairs: Helping SHGs participate in global trade fairs and exhibitions, which can be key opportunities for networking, learning, and securing export deals.
• Domestic Trade Fairs for International Buyers: Hosting or attending local trade fairs that attract international buyers.

10. Financial Assistance and Credit Access

• Microfinance and Credit Facilities: Ensuring SHGs have access to affordable credit to finance export-related activities, such as production scaling, logistics, and marketing.
• Export Insurance: Encouraging SHGs to take export credit insurance to protect against risks related to international trade.

By following these strategies, SHGs can successfully promote their products in international markets, improve their economic stability, and contribute to the sustainable development of local communities. Empowering these groups through exports not only fosters economic growth but also helps preserve traditional skills and crafts while ensuring social inclusion.

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Annexure – 1

Ministry of Rural Development

Promotion Export of Products by Self-Help Groups

As a marketing initiative under Deendayal Antyodaya Yojana- National Rural Livelihoods Mission (DAY-NRLM) SARAS Aajeevika Mela is organised at national and state levels. An export pavilion was in place at SARAS Aajeevika Mela 2025 at Noida, Uttar Pradesh organised by the Ministry of Rural Development to showcase products of Self-Help Groups (SHGs) having export potential, with the primary goal of encouraging and promoting SHGs towards export of their products. Training sessions cum Workshops were conducted in this Mela for capacity building and generating export potential in SHGs, and to creating awareness.

National Institute of Rural Development & Panchayati Raj (NIRD&PR) has conducted a national-level workshop in Delhi on 14th and 15th May 2024 to deliberate the scope of 'Export Marketing of Handicraft and Handloom Products of SHGs'.

Ministry of Textiles under Marketing component of National Handloom Development Programme (NHDP), organized the following events to provide a marketing platform to artisans and promote export of handicrafts:

(I) Domestic Marketing events including Gandhi Shilp Bazar/Fashion Show/Hiring of Stalls in events organized by other organizations/CDAP.

(II) International Marketing Events in India & Abroad include:

1. International Marketing Events.
2. International Craft Exposure Programme.
3. Buyer Seller Meet & Reverse Buyer Seller Meet.
4. Fairs/Exhibitions/Events on Virtual Platforms.

The Ministry has undertaken tie-ups with eCommerce Players for promotion of SHG products. In collaboration with Government e-Marketplace (GeM) a “SARAS Collection” has been created as a Store Front in GeM for marketing of SHG products. Also, Memorandum of Understandings (MoUs) have been entered between Ministry and Flipkart Internet Pvt. Ltd., Amazon, Fashnear Technologies Pvt. Ltd. (Meesho) and Jiomart respectively to allow the Self Help Groups (SHGs) producers including the artisans, weavers and craftsmen to access national markets through the Flipkart Samarth programme, Amazon Saheli initiative, Meesho and Jiomart for marketing of SHGs products. An e-Commerce platform (www.esaras.in) has also been launched by the Ministry for online marketing of SHG products. eSARAS is also live as a Seller Network Participant on ONDC. Curated products of women SHGs are available on 11 Apps of ONDC network i.e. Paytm, Mystore, Craftsvilla, Jagran, Snapdeal, Novopay, Easypay, Gonuclei, Rubaru, Mappls, Himira.

This information was given by the Minister of State for Rural Development Dr. Chandra Sekhar Pemmasani in a written reply in Lok Sabha today.