Ministry of Rural Development Inks MoU with Reliance Retail’s JioMart

Ministry of Rural Development Inks MoU with Reliance Retail’s JioMart


The Ministry of Rural Development (MoRD) has entered into a Memorandum of Understanding (MoU) with Reliance Retail’s JioMart to facilitate the inclusion of Self-Help Groups (SHGs) associated with Deendayal Antyodaya Yojana-National Rural Livelihoods Mission (DAY-NRLM).


GS-02 (Government policies and interventions)

Main highlights:

  • The MoU between the Ministry of Rural Development and Reliance Retail’s JioMart aims to enhance the market reach of products crafted by Self-Help Groups (SHGs) affiliated with DAY-NRLM. This collaborative effort is geared towards empowering artisans within rural SHGs.
  • The partnership will enable the seamless onboarding of SHGs as sellers on the JioMart e-commerce platform.
  • This strategic initiative aligns with MoRD’s commitment to making SARAS collection products accessible to a broader consumer audience.
  • With this collaboration, SHGs will have the opportunity to expand their market presence and showcase their specially curated products to JioMart customers across the nation.

Deen Dayal Antyodaya Yojana – National Livelihoods Mission (DAY-NRLM):

  • Launched in 2011 by the Ministry of Rural Development, it was originally known as ‘Aajeevika – National Rural Livelihoods Mission (NRLM)’ and later renamed DAY-NRLM in 2015.
  • An evolved version of the Swarnjayanti Gram Swarozgar Yojana (SGSY), this poverty relief program is partially supported by the World Bank.
  • Aim: To enhance the household income of rural poor through sustainable livelihoods and improved access to financial services.
  • The program focuses on providing better access to rights, public services, and entitlements for the impoverished.
  • It also aims to empower the poor by equipping them with knowledge, information, tools, finance, skills, and promoting collectivization for active participation in the economy.
  • Originally targeted 7 Crore rural poor households through Self Help Groups (SHGs) within 8-10 years.