ग्रामीण विकास मंत्रालय
भारत सरकार

MINISTRY OF RURAL
DEVELOPMENT

Government of India

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Market Linkages Mission Dashboard

    • Process Flow for Market Linkages

    01

    Demand Analysis
    • Conduct grassroots-level market research with SHG Didis, CLF leaders, and local retailers to understand demand.
    • Identify consumer preferences across categories like handmade textiles, organic produce, dairy, and home-based food products.

    02

    Supply Assessment
    • Evaluate production capacity within villages to align with demand.
    • Categorize products based on strengths agri-products, handicrafts, value-added food items, etc.

    03

    Product Development
    • Improve product quality, standardization, and sustainable packaging to meet urban and export market standards.
    • Innovate product offerings based on consumer insights, ensuring they align with market trends.

    04

    Market Placement
    • Position SHG products in urban retail chains, farmer’s markets, cooperative stores, and corporate procurement channels.
    • B2B, B2C, Export, E-commerce (IndiaMART, e-Saras, Amazon, Flipkart), SHG Run Retail Stores (e.g., e-Saras, Palash Mart)

    05

    Marketing & Feedback Integration
    • Conduct grassroots-level market research with SHG Didis, CLF leaders, and local retailers to understand demand.
    • Identify consumer preferences across categories like handmade textiles, organic produce, dairy, and home-based food products.

    Strengthening Market Linkages for SHG Enterprises

    For SHG-led businesses, connecting products to the right markets is crucial for sustained success. A demand-driven approach ensures that rural women’s products find a stable and profitable market, enhancing their economic empowerment.

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    A Roadmap for SHG-Led Enterprises

    For rural women-led and SHG-driven businesses, marketing is not just about selling—it’s about
    creating sustainable livelihoods, enhancing financial independence, and building thriving
    community-driven brands. The 7 Ps of marketing offer a structured approach to helping SHG
    enterprises succeed in competitive markets
    Product

    Handcrafted, farm-fresh, or locally produced goods that reflect traditional skills and rural craftsmanship.

    01

    Place

    Expanding market access through local haats, urban retail stores, e-commerce, and direct consumer sales.

    03

    People

    The backbone of SHG enterprises—rural women artisans, farmers, and entrepreneurs who bring passion and skill to their businesses.

    05

    Physical Evidence

    Strong branding, attractive packaging, and digital presence that showcase authenticity and quality.

    07

    Price

    A fair pricing model that ensures affordability for consumers while maximizing earnings for SHG women.

    02

    Promotion

    Creating visibility through social media, storytelling, exhibitions, and community networks.

    04

    Process

    Efficient production, quality control, and transparent business operations that build consumer trust.

    06