With Focus On Girls Empowerment, Centre Launches ‘Sonchiraiya’ To Promote Merchandise Made By SHGs


New Delhi: The Union authorities on Friday launched ‘SonChiraiya’, an initiative for the advertising of city Self-Assist Group (SHG) merchandise.

Whereas launching the model and brand, Secretary of Housing and concrete affairs ministry, Durga Shanker Mishra, stated that one of many precedence areas of the federal government contains serving to girls to turn out to be financially empowered and stay a dignified life.

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Deen Dayal Upadhyaya Antyodaya Yojana (DAY-NULM), which comes underneath the purview of MoHUA, has been specializing in equipping the city poor girls with sufficient expertise and alternatives to allow them to advertise sustainable micro-enterprises.

The programme helps girls from city poor households get into self-help teams and their federations, to create a assist system for them.

“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,” the Ministry of Housing & City Affairs knowledgeable in an announcement.

It additional revealed that the produced merchandise had been being bought primarily in native neighbourhood markets as there have been boundaries in reaching visibility and vast market entry.

To beat these challenges, MoHUA has entered right into a Memorandum of Understandings (MoUs) with e-Commerce giants Amazon and Flipkart, with the aim of ladies 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,” the ministry acknowledged.

“Innovative methods of online trainings for SHGs have been ensured to enable them to smoothly operate on e-portals. Live demonstrations for account registration, pricing, packaging, re-branding and so on were also organised in collaboration with the e-portals and State Urban Livelihoods Missions,” it added.

This initiative is a step in the direction of guaranteeing elevated visibility and world entry for the merchandise made by girls. The Ministry has revealed that it expects to hyperlink many extra such SHG members, “with a variety of professionally packaged, hand-crafted ethnic products, reaching the doorsteps of the customers globally”.



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