eSARAS is the official online marketplace of the Deendayal Antyodaya Yojana–National Rural Livelihoods Mission (DAY-NRLM) for products made by women Self-Help Groups (SHGs) and their federations. Launched on 28 October 2022, it was developed by the Digital India Corporation under the National Rural Livelihoods Mission.
🏛️ Platform & Institutional Framework
DAY-NRLM is a flagship rural livelihoods programme of the Ministry of Rural Development. eSARAS provides marketing, branding and logistics support for SHG products and connects rural producers with national markets. As of February 2024, 85% of its users were directly linked to the Ministry’s network.
📱 Digital Reach & Commerce Integration
As of 1 July 2026, more than 8.62 crore women SHG members had a digital storefront through eSARAS. The platform has integrated with the Open Network for Digital Commerce (ONDC) and the UMANG platform.
- 8.62 crore+ women SHG members with a digital storefront.
- Integrated with ONDC and the UMANG platform.
- Through ONDC, products reach 11+ buyer apps and 20 crore+ potential buyers.
🧵 Product Categories & Regional Crafts
eSARAS lists products across home and living, apparel and accessories, personal care, food items and kids’ toys. It features Chanderi sarees from Madhya Pradesh, marble handicrafts from Rajasthan and Pashmina products from Jammu and Kashmir.
🏬 Physical Retail & Premium Collection
A permanent SARAS Aajeevika Gallery operates at Baba Kharak Singh Marg in New Delhi. The Ministry of Rural Development also introduced the premium SARAS Shakti Collection at the Rashtriya Gramin Vikas Sammelan 2026 for institutional and corporate buyers.
📌 Key Points (Important Facts for Exams)
• eSARAS is the official online marketplace of DAY-NRLM (Ministry of Rural Development).
• Launched on 28 October 2022; developed by Digital India Corporation.
• 8.62 crore+ women SHG members had a digital storefront by 1 July 2026.
• Integrated with ONDC and UMANG platforms.
• UMANG is a government mobile platform for public services in India.
🎯 Conclusion
eSARAS empowers rural women entrepreneurs by giving SHG products national digital reach through ONDC and UMANG — strengthening rural livelihoods, market access and value addition under DAY-NRLM.
📝 Practice MCQs
Q1. eSARAS is the online marketplace of which mission?
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Q2. eSARAS primarily sells products made by:
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Q3. eSARAS was launched in which year?
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Q4. eSARAS was developed by:
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Q5. DAY-NRLM is administered by which ministry?
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Q6. eSARAS has integrated with which digital commerce network?
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Q7. UMANG is best described as:
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Q8. Chanderi sarees featured on eSARAS are from which state?
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Q9. Pashmina products on eSARAS come from:
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Q10. The permanent SARAS Aajeevika Gallery is located at:
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