In a significant step towards realising Prime Minister Narendra Modi’s vision of ‘Go Vocal for Local’, business conglomerate RIL’s retail arm Reliance Retail has collaborated with the Deendayal Antyodaya Yojna — National Rural Livelihoods Mission (DAY-NRLM), a government’s flagship to enable local artisans of the Self Help Groups (SHGs) to showcase their products on its e-commerce platform Jiomart.

It will also help set-up and support the rural SHGs artisans to navigate and operate their account on the marketplace.

With this alliance, SHGs associated with the DAY-NRLM will get to widen their market and visibility and offer their curated products to customers of JioMart across the country, Additional Secretary, Rural Livelihoods, Union Ministry of Rural Development Charanjit Singh said after a pact was signed in this regard at an event here on Friday.

“This collaboration will enable SHGs to be on-board as sellers onto the e-commerce fold on JioMart and this initiative will further boost the Ministry’s provision under the SARAS collection to be available to a larger consumer base.

“With this alliance, SHGs will get to widen their market and visibility and offer their curated products to customers of JioMart across India. As part of the partnership between MoRD and JioMart, once on-boarded, all SHG sellers associated with the DAY-NRLM will get to avail benefits and guidance in growing their businesses online,” said Joint Secretary, Ministry of Rural Development Swati Sharma.

Commenting on the venture, President and Chief of Public Policy and Regulatory, Reliance Retail Limited, Dr. Ravi Prakash Gandhi said that partnering reflects the government’s ‘Make in India’ initiative and this partnership helps us align and further strengthens our commitment.

We aim to transform the digital retail ecosystem in the country and through this collaboration we want to empower growth and also facilitate digitization of millions of SHGs.

The DAY-NRLM is a flagship poverty alleviation program of the Government and is the world’s largest initiatives to improve the livelihoods of the rural poor while JioMart is Reliance Retail’s e-tail arm boasts to have one of India’s largest home-grown e-marketplace destinations.