Flipkart Signed MoU for National Marketplace Access to Rural Communities

The leading eCommerce website, Flipkart, has signed a deal with the Ministry of Rural Development (MoRD) to create newer avenues for enhancing business and trade inclusion for better livelihood opportunities.

The company has signed up a memorandum of understanding (MoU) with the MoRD of the Government of India for establishing the Deendayal Antyodaya Yojana - the National Rural Livelihood Mission (DAY-NRLM) program to empower the local businesses and self-help groups (SHGs) especially run by women entrepreneurs and bringing them in the frontrunner eCommerce webspace.

The MoU aims at strengthening and empowering the capabilities of rural communities' self-employment and entrepreneurship. The deal is signed as a part of Flipkart’s Samarth program that ensures to provide skilled yet under-served communities of artisans, craftsmen, weavers, and others and give them free and broad access to the Flipkart marketplace as well as dedicated support channels for further training and related knowledge.

Flipkart Samarth Program

Reportedly, Flipkart has started its Samarth program to break entry barriers for local communities by providing adequate and related support, incubation, and onboarding with proper cataloging, marketing, managing, insights, and warehousing. The objective is to open and extend avenues of business and trade inclusion by helping artists and others to create and sustain themselves in such a competitive world.

Speaking on the development, Rajneesh Kumar, Chief Corporate Affairs Officer, Flipkart Group, said, “the company is pushing its boundaries to know the in-depth understanding of the Indian market especially the social and economic status of the under-served communities, majority of them are located in far-away rural areas of the country. It is important to make special and firm support to put the local art on the national stage and connect them with wider audiences, beyond their respective regions and reach.”

“The company’s Samarth ensures easy and potential access to more than 350 million consumers on the platform, from different regions. Flipkart is delighted and happy to be connected with the DAY-NRLM and contributes a vital aspect of nation-building at every bit,” added Kumar.

The DAY-NRLM program has helped more than 7.84 crore women and ensured their mobilization into more than 71 lakh SHGs. The company has pledged to support and ensure women from a different cross-section of class and caste form into SHGs and get the due support and assistance to improve their livelihood, income, and recognition.