The Ministry of Rural Development (MoRD), Government of India, has taken a major step towards strengthening women-led rural enterprises and expanding market access for Self-Help Groups (SHGs) through the launch of the SHE-MART initiative under the Deendayal Antyodaya Yojana–National Rural Livelihoods Mission (DAY-NRLM).
A two-day National Consultation on SHE-MARTs (Self Help Entrepreneurs-Marketing Avenues for Rural Transformation) was held on 14–15 May 2026 at Bhubaneswar, Odisha. The consultation focused on creating a sustainable roadmap for women-led rural marketing ecosystems across the country.
The event was hosted by the Odisha Livelihoods Mission (OLM) under the Mission Shakti Department, Government of Odisha, and facilitated by PRADAN as the National Support Organisation.
What is SHE-MART?
SHE-MART is envisioned as a community-owned, women-led retail and aggregation platform designed to strengthen rural enterprises, improve branding and marketing, and create sustainable income opportunities for women entrepreneurs associated with Self-Help Groups and producer collectives.
The initiative aligns with the Government’s broader goal of creating 3 crore additional Lakhpati Didis by 2029 through enterprise development, market integration, and financial empowerment.
Unlike traditional subsidy-driven systems, SHE-MARTs aim to operate as professionally managed rural business ecosystems that support women entrepreneurs in accessing larger and more organized markets.
National Consultation Focused on Operational Framework
The consultation brought together:
- State Mission Directors
- CEOs of State Rural Livelihood Missions (SRLMs)
- NABARD representatives
- Financial institutions
- Development experts
- Social enterprise leaders
- Technology partners
- Government officials
Participants discussed multiple strategic themes for the successful implementation of SHE-MARTs across India.
Key discussion areas included:
- Institutional architecture
- Financing models
- Governance systems
- Technology integration
- Monitoring mechanisms
- Capacity-building strategies
- Business operations
- Market linkages
- Convergence opportunities with existing schemes
The consultation aimed to finalize the operational guidelines for the SHE-MART initiative by incorporating practical feedback and state-level recommendations.
Government Emphasizes Enterprise-Led Rural Growth
Shri T. K. Anil Kumar, Additional Secretary, Ministry of Rural Development, delivered the keynote address virtually and emphasized that the future of DAY-NRLM lies in enterprise development and market integration.
He highlighted that SHE-MARTs should evolve into:
- Community-owned retail systems
- Women-led enterprise hubs
- Sustainable rural business models
- Market-driven ecosystems
rather than becoming subsidy-dependent institutions.
Ms. Swati Sharma, Joint Secretary, MoRD, stated that the consultation served as a working platform for States and Union Territories to critically review the draft framework and identify implementation gaps before large-scale rollout.
Odisha’s Women Enterprise Model Highlighted
Dr. Monica Priyadarshini, State Mission Director of Odisha Livelihoods Mission, showcased Odisha’s successful experience in developing decentralized women-led enterprise ecosystems under Mission Shakti.
Her presentation highlighted how strong community institutions can support women entrepreneurs through:
- Local enterprise promotion
- Rural retail systems
- Collective marketing
- Financial inclusion
- Community ownership
SHE-MARTs to Integrate Technology and Professional Management
A major outcome of the consultation was the consensus that SHE-MARTs should combine:
- Professional retail management
- Technology-enabled systems
- Community participation
- Women-led governance
Participants stressed the importance of integrating digital tools for:
- Inventory management
- Market analytics
- Branding support
- E-commerce integration
- Supply chain coordination
This technology-driven approach is expected to help rural women entrepreneurs compete effectively in larger markets.
Focus on Capacity Building and Leadership
Day two of the consultation focused on:
- Human resource structure
- Women leadership development
- Technical implementation strategies
- Training architecture
- Business management systems
Officials emphasized that rural women entrepreneurs require continuous skill development and mentorship to build sustainable enterprises.
Convergence with Government Schemes
The consultation also explored convergence opportunities between SHE-MARTs and other government initiatives such as VB-GRAM-G and livelihood promotion schemes.
This convergence model aims to provide:
- Infrastructure support
- Market access
- Financial assistance
- Demand generation
- Enterprise incubation
for women-led producer groups and rural businesses.
A Major Push for Rural Women Entrepreneurs
The SHE-MART initiative represents a transformative step in strengthening India’s rural economy through women-led enterprises. By improving access to organized markets, branding, retail infrastructure, and technology, the initiative seeks to create a robust ecosystem where rural women can become successful entrepreneurs and income generators.
The Ministry of Rural Development has reiterated its commitment to supporting State Rural Livelihood Missions in establishing SHE-MARTs as sustainable rural marketing platforms that can significantly improve livelihoods, enterprise growth, and economic participation of women across India.
