For many women in rural India, the challenge is not producing goods but finding a reliable place to sell them.
The government has announced a new initiative called Self Help Entrepreneur Marts, designed to give women led enterprises a direct link to consumers. [1]
The proposal focuses on women working within Self Help Groups, or SHGs, which are community based collectives that support savings, credit and small scale enterprise activity.
The update was shared in the Lok Sabha by Minister of State for Rural Development Dr. Chandra Sekhar Pemmasani. [1]
SHE Marts scheme under NRLM for SHG market access
The initiative will operate under the Deendayal Antyodaya Yojana National Rural Livelihoods Mission, a flagship program aimed at promoting sustainable livelihoods for rural households. [1]
SHE Marts are envisioned as structured retail outlets where products made by SHG members can be displayed and sold directly to customers.
Officials said the model is intended to improve visibility for locally produced goods and create stronger market linkages.
The marts are expected to function as community owned retail platforms managed through cluster level federations of SHGs. [1]
These federations bring together multiple groups to coordinate production, financing and marketing activities.
Rural women entrepreneurs transition from credit to enterprise ownership
The government said the initiative is part of a broader effort to support women in moving beyond credit linked livelihood activities.
The focus is on enabling them to become enterprise owners capable of scaling their businesses.
Support under the program will include market access and capacity building, aimed at strengthening business skills and operational capabilities. [1]
Officials said this transition is critical for improving income stability and long term economic participation among rural women.
The initiative also seeks to strengthen institutional structures within the SHG ecosystem by integrating production and retail functions.
SHE Marts funding model and implementation status
According to the government, the marts will be set up using enhanced and innovative financing mechanisms.
These are expected to support the establishment of retail infrastructure at the community level.
No funds have been sanctioned or spent on the initiative so far, indicating that it remains at the proposal stage. [1]
The announcement outlines a framework that combines institutional support, market access and financing tools to expand opportunities for rural women entrepreneurs.