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DAY -NULM signed MoU with Amazon for E-Marketing of Products Made by Self Help Groups across the Country

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On March 5, 2020 Deendayal Antyodaya Yojana- National Urban Livelihoods Mission (DAY- NULM) functions under the Ministry of Housing and Urban Affairs(MoHUA) signed MoU (Memorandum of Understandings) with Amazon for electronic marketing (e-Marketing) of products made by Self Help Groups (SHGs) across the Country.Deendayal Antyodaya Yojana National Urban Livelihoods MissionKey Points:

i.Durga Shankar Mishra, Secretary, MoHUA, added that in the first phase of the e-marketing nearly 2,500 products will be on sale from March 28, 2020.

ii.About 24 states, 40 clusters and 350 SHGs have been enrolled in the 1st phase and has the potential to generate around Rs 45 crore in the next one year and aims Rs 500 crore turnover in the next 3 years.

iii.By promoting the products made by SHGs, helps in preserving & documenting the unique traditional art and crafts of different states.

iv.About Amazon Saheli: The Saheli store is a dedicated storefront on to display and sell products of women entrepreneurs to thousands of Amazon customers across the country.

v.DAY-NULM mission has also signed an MoU with Flipkart in January 2020, for selling the products of women SHGs on an e-commerce platform.

vi.These collaborations are the key initiatives for the 2nd edition of Shehri Samridhi Utsav to be organized from March 28 to April 12, 2020.


  • The scheme aims to reduce poverty & vulnerability of the urban poor households by enabling them to access gainful self employment & skilled wage employment opportunities resulting in an appreciable improvement in their lives on a sustainable basis.
  • Highlights of the scheme: Employment through skill training & placement, Social mobilization & Institution Development, Subsidy to urban poor, Shelter for urban homeless.

About Amazon:
Headquarters- Washington, United States (US).
Chairman & CEO (Chief Executive Officer)- Jeffrey Preston Bezos.