Women-Led Rural Markets Set for Transformation: MoRD Charts 'SHE-MART' Ecosystem Roadmap
The Ministry of Rural Development (MoRD) has unveiled a comprehensive roadmap for establishing women-led rural marketing ecosystems across India. This strategic plan, centered on the concept of SHE-MARTs (Self Help Entrepreneurs-Marketing Avenues for Rural Transformation), aims to transform local economies by building decentralized, market-driven enterprise systems.The initiative was formalized following a two-day National Consultation held by the Deendayal Antyodaya Yojana-National Rural Livelihoods Mission (DAY-NRLM) in Bhubaneswar, Odisha, on May 14th -15th, 2026. The consultation marked a pivotal step toward operationalizing the Budget Announcement - 2026.
Strategic Shift: From Livelihood Promotion to Enterprise Markets
A core consensus emerged during the consultations: the future of women’s rural economic growth must shift from subsidy-dependent models to robust, enterprise-led market systems.Shri T. K. Anil Kumar, Additional Secretary of MoRD, emphasized that the future of DAY-NRLM lies decisively in enterprise development and market integration. He underscored that SHE-MARTs must function as community-owned retail and aggregation systems, driven by women’s collectives.
Dr. Molishree, Director at DAY-NRLM, further stressed the need for this transition, detailing the strategic vision of SHE-MARTs. The goal is to elevate women's producer collectives into sustainable market entities, enhancing their income opportunities and brand access.
Operationalizing SHE-MARTs: Key Components and Vision
The National Consultation brought together a wide array of stakeholders, including State Rural Livelihoods Missions (SRLMs), NABARD, financial institutions, and sector experts. These groups deliberated on crucial systemic elements for large-scale rollout.Key themes of discussion included institutional architecture, establishing diverse financing models, defining convergence pathways, and structuring governance systems. The goal was to finalize operational guidelines through ground feedback from various States and Union Territories.
Ms. Swati Sharma, Joint Secretary of MoRD, guided the process, confirming that the National Consultation serves as a working platform. States and UTs utilized this platform to critically examine draft frameworks and propose practical alternatives for effective, large-scale implementation.
Convergence Opportunities and Governance Models
Participants also examined potential synergies between existing government schemes. Ms. Deeksha Supyaal Bisht, Assistant Commissioner of VB-GRAM-G, discussed convergence opportunities, particularly surrounding women-centric infrastructure and market support systems.Day 2 discussions focused heavily on technical design, including HR Structure and Women's Leadership, and Capacity-Building Architecture. Participants highlighted the necessity of professional retail management systems, ensuring they coexist with women-led governance and community ownership.
Dr. Monica Priyadarshini, State Mission Director, showcased Odisha's experience, emphasizing the successful building of decentralized, women-led enterprise ecosystems through Mission Shakti.
Path Forward: Decentralized, Sustainable Growth
A strong, unified conclusion reached across the two days was the commitment to establishing SHE-MARTs as decentralized, professionally managed, and community-owned enterprise ecosystems. This stands in contrast to previous subsidy-dependent retail models.The Ministry reiterated its commitment to supporting SRLMs in establishing these sustainable rural marketing platforms. MoRD also reiterated its goal of creating 3 crores additional Lakhpati Didis by 2029.
The consultation concluded with a shared commitment among States/UTs, DAY-NRLM, and ecosystem partners to strengthen the final operational guidelines, supporting phased implementation across India.
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