11 Years of Digital India: eSaras online market and melas strengthening rural livelihoods through digital commerce

📌 Summary:

• As Digital India completes 11 years, eSaras — a government-backed digital commerce platform — is connecting rural SHG producers with customers nationwide
• Developed by Digital India Corporation (MeitY) with Ministry of Rural Development; implemented under Deendayal Antyodaya Yojana - National Rural Livelihoods Mission (DAY-NRLM); official e-commerce platform of MoRD
• Scale: 8.99 crore+ registered SHG members (one of the world largest women-led livelihood ecosystems); 1,400+ products; 800+ buyers via ONDC-enabled applications; 11+ ONDC buyer apps integrated; 50+ SARAS Melas annually
• Features: digital onboarding via LokOS, online catalogues, inventory management, secure digital payments, integrated logistics, multilingual access through BHASHINI — reducing dependence on intermediaries
• Supports the vision of 6 crore Lakhpati Didis by 2029; diversifies rural incomes beyond seasonal agriculture (food processing, handicrafts, handloom, honey, dairy, herbal products)
• Encourages value addition — converting raw produce into packaged products (chips, papad, pickles, jams, spices, bottled honey) for higher returns and better marketability

🎯 UPSC Relevance: GS2 — SHGs and women empowerment, e-governance and Digital Public Infrastructure for inclusion; GS3 — rural livelihood diversification, digital economy

📝 Prelims Facts:

• eSaras: developed by Digital India Corporation (MeitY) + MoRD; under DAY-NRLM
• 8.99 crore+ SHG members; 1,400+ products; ONDC-integrated; 50+ SARAS Melas a year
• LokOS (SHG digital ecosystem) and BHASHINI (multilingual AI) power the platform; Lakhpati Didi target: 6 crore by 2029

🔑 Key Term: DAY-NRLM — Deendayal Antyodaya Yojana-National Rural Livelihoods Mission, the flagship rural poverty alleviation programme organising rural women into SHGs for sustainable livelihoods