Ministry of Housing & Urban Affairs has launched ‘SonChiraiya’, a brand and logo for marketing of the urban Self-Help Group (SHG) products. To make urban SHG products popular, the ministry has signed MoUs with e-Commerce Portals like Amazon and Flipkart, with an underlying narrative of women empowerment. Due to this partnership, more than 2,000 products of nearly 5,000 SHG members have been onboarded on the e-commerce portals.
Significance of SonChiraiya:
This initiative is a significant step of increasing visibility and global access for the products made by urban SHG women. Under the initiative, a variety of professionally packaged and hand-crafted ethnic products will reach the doorsteps of customers worldwide.