In order to empower local businesses and self-help groups (SHGs) through Central Government’s Deendayal Antyodaya Yojana – National Rural Livelihood Mission (DAY-NRLM) program, the e-marketplace Flipkart has signed a Memorandum of Understanding (MoU) with the Ministry of Rural Development (MoRD) on November 2, 2021.
- Under this MoU, these businesses, especially led by women, will utilize Flipkart’s e-commerce platform to sell their products to its 10 crore customers.
It was signed by Joint Secretary (Rural Livelihoods-RL), DAY-NRLM, Charanjit Singh, and Flipkart’s Chief Corporate Affairs Officer, Rajneesh Kumar during a ceremony in Delhi in the presence of Union Minister Giriraj Singh, MoRD; and Minister of State (MoS) MoRD Sadhvi Niranjan Jyoti.
i.This partnership is on the lines of DAY-NRLM’s focus to strengthen the skills of rural communities for self-employment and entrepreneurship to further boost Atmanirbhar Bharat.
ii.Notably this MoU is also a part of Flipkart Samarth program, launched in 2019, which aims to provide skilled yet under-served communities of craftsmen, weavers and artisans with national market access through the Flipkart marketplace along with dedicated support for knowledge, training, onboarding, cataloging, marketing, account management, business insights, and warehousing.
iii.The Central Government is targeting to enhance the income of SHGs to at least 1 lakh.
In April 2013, the Ministry of Rural Development (MoRD) launched the National Rural Livelihood Mission (NRLM) by restructuring Swarnajayanti Gram Swarojgar Yojana (SGSY). Later, on March 29, 2016, NRLM was renamed as DAY-NRLM.
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About Ministry of Rural Development (MoRD):
Union Minister Giriraj Singh Constituency– Begusarai (Bihar)
MoS Sadhvi Niranjan Jyoti Constituency– Fatehpur (Uttar Pradesh)
MoS Faggan Singh Kulaste Constituency– Mandla (Madhya Pradesh)