- The Secretary of the Ministry of Housing and Urban Affairs has launched ‘SonChiraiya’ (a brand and logo) for the sale of items from urban Self-Help Groups (SHGs).
- Under the auspices of MoHUA, DAY-NULM has focused on providing necessary skills and opportunities to urban disadvantaged women in order to enable them to promote sustainable microenterprises.
- It brings women from low-income urban households together in SHGs and associated federations to form a support structure.
- Over 5.7 lakh SHGs with nearly 60 lakh members have been constituted across various States/UTs. Many of these SHGs work to support themselves by manufacturing handicrafts, textiles, toys, food, and other items.
- These were mostly marketed in local neighborhood markets, where they typically struggled to get exposure and market access.
- Despite the hurdles created by the COVID-19 epidemic, this alliance has successfully boarded over 2,000 items of over 5,000 SHG members across 25 States/UTs on the e-Commerce Portal, with an underlying narrative of women empowerment. SHGs have been provided with innovative online training methods to enable them to work efficiently on e-portals.
- In partnership with the e-portals and State Urban Livelihoods Missions, live demonstrations for account registration, pricing, packaging, and re-branding were also held.
Significance of ‘SonChiraiya’:
- The project will undoubtedly contribute to improved visibility and global availability for urban SHG women’s items. Many more SHG members are expected to be linked to a variety of professionally packed, hand-crafted ethnic items that will reach customers’ doorsteps around the world, according to the Ministry.
- This will assist women in being financially self-sufficient and living a decent life.