‘SonChiraiya’ brand launched

Subject: Government Schemes

Context:

“SonChiraiya”brand has been launched by Secretary, Ministry of Housing and Urban Affairs. It is a brand for marketing of urban Self-Help Group (SHG) products.

DAY-NULM

Under the aegis of MoHUA, it has focussed on equipping the urban poor women with adequate skills and opportunities, and to enable them to promote sustainable micro enterprises.
It mobilises women from urban poor households into SHGs and their federations to create a support system for these women.
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. These were being sold primarily in local neighbourhood markets and often faced barriers in achieving visibility and wide market access.
To overcome these challenges, Ministry entered into Memorundum of Understandings (MoUs) with leading e-Commerce Portals viz. Amazon and Flipkart, with an underlying narrative of women empowerment.
This initiative will certainly prove as a step towards increased visibility and global access for the products made by urban SHG women. Ministry expects to link many more such SHG members, with variety of professionally packaged, hand-crafted ethnic products, reaching the doorsteps of the customers globally.