MoRD and Flipkart

MoRD and Flipkart



  • Ministry of Rural Development of Government of India (MoRD) and Flipkart has signed a Memorandum of Understanding (MoU) for the Deendayal Antyodaya Yojana – National Rural Livelihood Mission (DAY-NRLM).

Key Facts

  • MoU between ministry & Flipkart will help in empowering local businesses and self-help groups (SHGs) by bringing them into the e-commerce fold.
  • Partnership is in line with the DAY-NRLM’s objective of strengthening the capabilities of rural communities for self-employment and entrepreneurship.
  • Thus, it provides further momentum to the Prime Minister Narendra Modi’s vision of an Atma Nirbhar Bharat.

 Flipkart Samarth Program

  • MoU is a part of the Flipkart Samarth program. It was signed with the aim of providing skilled & underserved communities of weavers, craftsmen, and artisans with national market access using the Flipkart marketplace.
  • It will also provide them with dedicated support for knowledge and training. Flipkart Samarth programme seeks to break entry barriers for local communities by providing time-bound incubation & support with onboarding, marketing, business insights, cataloguing, account management, and warehousing.
  • It will increase avenues for business and trade inclusion as well as help in creating & sustaining better livelihood opportunities.

 DAY-NRLM program

  • NRLM is a poverty alleviation project, which is implemented by Ministry of Rural Development. This project focuses on promoting self-employment and organization of poor across rural India.
  • It seeks to organize the poor into Self Help Groups (SHGs) and make them capable for self-employment.

 Background of DAY-NRLM

  • Ministry of Rural Development had restructured the ‘Integrated Rural Development Programme (IRDP) in 1999 and launched Swarnajayanti Grameen Swarojgar Yojana (SGSY) in order to promote self-employment among rural poor.
  • SGSY has now been remodelled to NRLM. NRLM was launched in 2011 with a budget outlay of $5.1 billion.

 Flipkart Samarth Program

  • Flipkart Samarth program was launched in the year 2019 as a sustainable and inclusive platform for empowering underserved domestic communities & businesses by providing them opportunities and livelihoods. 
  • It is currently supporting the livelihoods of more than 950000 artisans, weavers and craftsmen in India.
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