Key Points
- eSaras platform now covers over 8.99 crore registered SHG members nationwide
- More than 1,400 products available through 11 buyer applications integrated with ONDC
- Platform supports government target of creating 6 crore Lakhpati Didis by 2029
The eSaras digital commerce platform has reached over 8.99 crore registered Self-Help Group members, according to government data released on the eleventh anniversary of the Digital India programme. The platform, which enables rural women entrepreneurs to sell products directly to customers across India, now lists more than 1,400 products and connects to over 800 buyers through ONDC — the Open Network for Digital Commerce, a government-backed interoperable network that allows different e-commerce applications to transact with each other.
Developed by the Digital India Corporation under MeitY in collaboration with the Ministry of Rural Development, eSaras operates under the Deendayal Antyodaya Yojana – National Rural Livelihoods Mission. The platform supports the Centre’s target of creating 6 crore Lakhpati Didis — women with annual household incomes exceeding ₹1 lakh — by 2029.
The marketplace enables Self-Help Groups, women entrepreneurs and Farmer Producer Organisations to bypass intermediaries and access national markets directly. FPOs are collectives of farmers who pool resources to improve bargaining power and access to markets. Products available on the platform include processed foods such as chips, papad and pickles, alongside handicrafts, handloom textiles, honey, dairy products and herbal items.
Digital Infrastructure and Market Access
The platform provides digital onboarding through LokOS — the government’s digital identity verification ecosystem — along with online catalogues, inventory management, secure payments and integrated logistics. Multilingual access is enabled through BHASHINI, the government’s translation platform, supporting users across different language regions.
More than 50 SARAS Melas, physical exhibitions promoting rural enterprises, are organised annually alongside the digital platform. SHG products are now available through 11 buyer applications integrated with ONDC, expanding market visibility beyond traditional fairs and exhibitions.
The platform encourages value addition by supporting SHGs in processing raw agricultural produce into packaged products. Instead of selling raw potatoes or fruits, producer groups convert them into packaged food items with improved shelf life and branding, enabling higher returns from the same agricultural output.
Training and Capacity Building
Women associated with SHGs receive training in digital onboarding, product listing, branding, packaging, product photography, digital marketing, inventory management, order processing, customer service and financial literacy under DAY-NRLM. These programmes aim to equip rural entrepreneurs with skills to manage online businesses independently.
The platform includes accessibility features such as text-to-speech support, adjustable text size and visual accessibility options for persons with disabilities and senior citizens.
By the numbers
- 8.99 crore
- Registered SHG members on eSaras platform
- 1,400+
- Products listed on the marketplace
- 6 crore
- Lakhpati Didi target by 2029
The Falak Self-Help Group from Khurja in Uttar Pradesh has used the platform to sell GI-tagged Khurja Pottery to customers across India for three and a half years. The group, which previously sold handcrafted pottery primarily at local markets and regional fairs, now accesses nationwide customers through eSaras. Integrated logistics support has helped ensure safe delivery of fragile handcrafted products, according to information released by the government.
The eSaras web portal was launched on 28 October 2022, followed by an Android mobile application on 28 June 2023. Subsequent integration with ONDC, logistics partners, payment gateways and Power BI-based analytics has expanded the platform’s reach.
Your Questions, Answered
What is eSaras and how does it work?
eSaras is a government-backed digital commerce platform that enables Self-Help Groups and rural women entrepreneurs to sell products directly to customers across India. It provides digital onboarding, online catalogues, inventory management, secure payments and integrated logistics.
How many members does eSaras currently have?
The platform now covers over 8.99 crore registered Self-Help Group members across India, making it one of the largest women-led livelihood ecosystems globally.
What products are available on eSaras?
The platform lists over 1,400 products including processed foods like chips, papad, pickles and honey, alongside handicrafts, handloom textiles, dairy products, herbal items and home décor.
How is eSaras connected to ONDC?
eSaras products are available through 11 buyer applications integrated with ONDC, the Open Network for Digital Commerce. This allows products listed on eSaras to be discovered and purchased through multiple e-commerce platforms.
