MP Aajivika Mart
MADHYA PRADESH
Beneficiary Oriented Solution - State
Social Protection
Published By: SeMT
The MP Aajivika Mart is an online marketplace platform launched by the Government of Madhya Pradesh to promote the sale of products made by rural self-help groups (SHGs) under the State Rural Livelihood Mission (SRLM). The platform serves as a bridge between rural artisans and urban markets, enabling SHGs to showcase and sell their locally-made products such as handicrafts, textiles, and organic goods. The initiative empowers rural women by providing them with a sustainable livelihood while bringing traditional and handmade products to a larger audience.
Project Details
Brief Background
Rural self-help groups (SHGs) in Madhya Pradesh have been playing a key role in empowering women and promoting community-based economic activities. These SHGs produce high-quality, locally-made products, but their access to broader markets has often been limited, restricting their income opportunities. To address this, the Government of Madhya Pradesh launched the MP Aajivika Mart, a digital platform that connects these SHGs directly to consumers, both within and outside the state. The platform helps rural women earn a sustainable income by selling their products online, thereby enhancing their entrepreneurial skills and improving their economic condition.Key Features
- Online Marketplace: A digital platform that allows SHGs to list and sell their products, expanding their market reach.
- Product Categories: The platform offers a wide range of product categories, including handicrafts, textiles, organic products, food items, and eco-friendly goods.
- Training and Capacity Building: SHGs receive training on using the platform, enhancing their digital literacy and entrepreneurial skills.
- Marketing Support: The platform promotes SHG products through digital marketing, increasing visibility and sales.
- Order Tracking: Both sellers and buyers can track orders in real time, ensuring transparency in the delivery process.
- Secure Payments: A secure payment gateway ensures that SHGs receive payments promptly for the products sold.
- Logistics and Delivery: The platform collaborates with logistics partners to ensure timely delivery of products to customers across India.
Objective
- Promote Rural Entrepreneurship: Empower women-led SHGs by providing them with a platform to market and sell their products, fostering entrepreneurship in rural areas.
- Boost Rural Economy: Support the rural economy by giving SHGs access to wider markets, thereby increasing income and employment opportunities.
- Increase Market Access: Provide SHGs with an online platform that enables them to reach national and international consumers, reducing dependence on local markets.
- Preserve Local Craftsmanship: Promote and preserve traditional craftsmanship, handmade products, and organic goods produced by rural communities.
- Encourage Self-Reliance: Help rural women and SHGs achieve financial independence and self-sufficiency by expanding their business reach.
Benefits
- Economic Upliftment of SHGs: The platform provides rural SHGs with new market opportunities, increasing their revenue and contributing to poverty alleviation.
- Empowerment of Women Entrepreneurs: Women involved in SHGs gain entrepreneurial skills and confidence, improving their economic standing and decision-making power.
- Market Expansion: SHG products, including traditional crafts, textiles, and organic goods, can reach a broader audience beyond local and regional markets, enhancing sales.
- Increased Visibility: The platform boosts the visibility of rural products, allowing urban consumers to discover high-quality, eco-friendly, and handmade goods.
- Digital Inclusion: The initiative promotes digital inclusion among rural communities by providing SHGs with the necessary tools to sell their products online.
- Support for Local Economies: By promoting products made in rural Madhya Pradesh, the platform helps sustain local economies and encourages the use of local resources.
- Consumer Access to Authentic Products: Urban consumers gain access to genuine, traditional, and organic products directly from the source, ensuring authenticity and quality.
Implementation Methodology
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Registration of SHGs: Rural self-help groups register on the MP Aajivika Mart platform, providing details about their products, production capabilities, and certifications.
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Product Listing: SHGs upload their products onto the platform with detailed descriptions, pricing, and images to attract customers.
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Digital Training: SHGs receive training on using the online platform, managing their product listings, processing orders, and promoting their goods.
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Online Sales and Marketing: The portal provides marketing support by promoting SHG products through social media, digital campaigns, and partnerships with other e-commerce platforms.
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Order Processing and Delivery: The platform manages the entire sales process, from order placement to payment processing and delivery, ensuring a seamless experience for both sellers and buyers.
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Revenue and Payment: Payments for products sold are made directly to SHGs, ensuring transparency and timely disbursement of funds.
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Monitoring and Support: The government provides continuous support, tracking the performance of SHGs, monitoring sales, and offering guidance to improve product quality and marketing strategies.
