MoHUA launches SonChiraiya for Urban SHG products -Governance Now

MoHUA launches SonChiraiya for Urban SHG products

Over 2,000 products of 5,000 SHG members are onboarded on e-Commerce Portal across 25 States/ UT

GN Bureau | August 18, 2021

#SonChiraiya #Urban SHG products #SHG #Self help group #Ministry of Housing and Urban Affairs #Durga Shanker Mishra

The Ministry of Housing and Urban Affairs (MoHUA) has launched and brand and logo ‘SonChiraiya’ for the marketing of urban Self-Help Group (SHG) products. While launching it, Durga Shanker Mishra, Secretary, MoHUA said that helping women to become financially empowered and live a dignified life is one of the priority areas of the government.

DAY-NULM, under the aegis of MoHUA, has focussed on equipping the urban poor women with adequate skills and opportunities and enabling them to promote sustainable micro-enterprises. It aims to mobilise women from urban poor households into SHGs and their federations to create a support system for these women.

Over 5.7 lakh SHGs have been formed across various States/ UTs with almost 60 lakh members. Many of these SHGs are engaged in livelihood activities, producing goods such as handicrafts, textiles, toys, eatables and so on. These were being sold primarily in local neighbourhood markets and often faced barriers in achieving visibility and wide market access. To overcome these challenges, the Ministry entered into a Memorandum of Understandings (MoUs) with leading e-Commerce Portals viz. Amazon and Flipkart, with an underlying narrative of women empowerment.

Despite the challenges posed by the COVID-19 pandemic, this partnership has successfully onboarded on the e-Commerce Portal over 2,000 products of nearly 5,000 SHG members across 25 States/ UTs. Innovative methods of online training for SHGs have been ensured to enable them to smoothly operate on e-portal

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