SRINAGAR: Jammu and Kashmir-based women Self-Help Groups (SHGs) and producer collectives registered on the Centre’s eSARAS platform recorded sales worth Rs 5.42 lakh, with 1,142 products sold, according to data tabled in the Lok Sabha on Tuesday.
The data showed that seven SHGs/Farmer Producer Organisations (FPOs) and other rural producer groups from Jammu and Kashmir were registered on the eSARAS platform and other major e-commerce platforms, including Flipkart, Amazon and Meesho.
The figures were provided by Minister of State for Rural Development Dr Chandra Sekhar Pemmasani in response to Lok Sabha Unstarred Question No. 2535 on SARAS Melas.
At the national level, 249 SHGs/FPOs and other rural producer groups across States and Union Territories recorded 41,969 units in sales valued at Rs 1.43 crore through eSARAS and other major e-commerce platforms.
Jammu and Kashmir’s sales through the platform were higher than several States and Union Territories, with the Union Territory ranking among the better-performing regions in terms of sales value despite having only seven registered producer groups.
The Ministry said eSARAS, developed under the Deendayal Antyodaya Yojana–National Rural Livelihoods Mission (DAY-NRLM) in collaboration with the Digital India Corporation, is designed to provide women-led SHGs, rural artisans and producer collectives with access to national markets.
The government has also established a dedicated Fulfilment Centre for product collection, packaging, inventory management and last-mile shipping of SHG products.
The Ministry said SHG members are being trained in digital onboarding, branding, packaging, product photography, digital marketing, customer service and product pricing. Capacity-building programmes also cover product development, quality improvement, enterprise management, export procedures and documentation.
Jammu and Kashmir also participated in national-level SARAS Melas organised in the Delhi-NCR during the financial year 2025-26. Sixty-seven members from SHGs/FPOs and other rural producer groups from JK participated and recorded sales of Rs 1.34 crore, according to the annexure submitted to the Lok Sabha.
Ladakh, meanwhile, had 20 participating members at the national-level SARAS Melas and recorded sales of Rs 25.51 lakh.
Across the country, four national-level SARAS Melas were organised during 2025-26, generating cumulative sales of Rs 35.73 crore, with 1,835 SHG/FPO and other rural producer members participating.
The Ministry said State Rural Livelihoods Missions may organise at least two SARAS Melas annually in their respective States and Union Territories.
It added that periodic reviews of eSARAS and marketing initiatives indicated that the platform and SARAS Melas had improved market access for women SHGs by connecting them with customers beyond local markets. While the Melas provide direct marketing opportunities, product visibility and access to institutional and retail buyers, eSARAS provides year-round online market access.
