Lucknow, Read. Rural women of Uttar Pradesh will no longer have to be limited to villages and local markets for their products. 543 Prerna Saras stores have been established in the state to make the products of women associated with Self Help Groups (SHG) reach the mass market. Along with this, online and offline marketing platforms have been developed for more than 3,000 products.
The purpose of this system being prepared on the instructions of Chief Minister Yogi Adityanath is to connect the products of rural women entrepreneurs with branding, packaging, marketing and digital sales. Now the products of self-help groups will be able to reach the big market through platforms like ONDC, e-Saras, Prerna Mart, Meesho, Amazon and Flipkart.
543 Prerna Saras Store becomes medium of sales
Prerna Saras stores established at district and block level are providing organized market at the local level to the products of women of self-help groups. Through these stores, a system is being developed to display the finished products at one place and deliver them to the customers in rural areas.
The government's effort is to not limit women to just making products, but to involve them in the entire process from production to packaging, branding and sales. This will give local products an opportunity to create a distinct identity in the market.
Access to national and international markets through online platforms
Emphasis is also being laid on online platforms to increase the market reach of rural products. Work is being done to deliver the products of self-help groups to customers through e-commerce platforms like ONDC, e-Saras, Prerna Mart, Meesho, Amazon and Flipkart.
With this system, the special product produced in a village or district will be able to go out of the local market and reach customers in other parts of the country. Especially for products related to the identity of a region, the digital market can become a medium to provide new customers.
Start of online marketing in Bijnor
In the direction of digital market, online marketing work has been started through Bijnor State Aggregation Centre. Efforts are being made to organize the sale and market access of different self-help groups by bringing their products on one platform. This will help in delivering rural products to customers living far away. Groups will also get an opportunity to understand the demand for their products and customer preferences.
Emphasis not just on sales, but also on brand value
For women of self-help groups, connecting with the market is not just a means of increasing sales. Through this, emphasis is also being laid on creating identity and brand value of their products. According to Arun Kumar, Mission Director of Rural Livelihood Mission, the emphasis is on providing entrepreneurship opportunities to women of self-help groups instead of limiting them to only savings and loans. By connecting with the market, women can understand the demand for their products and decide the production and marketing strategy.
Village 'didis' business will get expansion
With the strengthening of production and packaging, branding and marketing systems, small enterprises of women of self-help groups are getting the opportunity to expand. Prerna Saras stores and digital platforms are acting as a link between production and market in this entire system.
Efforts are being made to connect the local skills of rural women of Uttar Pradesh with the big market through more than 3,000 products, 543 Prerna Saras stores and online marketing platforms. This is opening the way for the products manufactured in the village to reach the local market as well as national and international customers.
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