The Gujarat government on 30 July launched a ₹25 crore Marketing Support Scheme to help women-led Self-Help Groups (SHGs), locally known as Sakhi Mandals, sell their products through domestic and international e-commerce platforms. The initiative, to be implemented in the 2026-27 financial year by the Gujarat Livelihood Promotion Company Limited (GLPC), marks a deliberate shift from fair-and-exhibition selling to digital commerce for rural women entrepreneurs across the state.

What the Scheme Offers

Eligible Sakhi Mandals will receive financial assistance to clear the regulatory hurdles that have historically kept rural producers off digital marketplaces. Specific subsidies include up to ₹15,000 for GST registration, up to ₹10,000 for obtaining a Food Safety and Standards Authority of India (FSSAI) licence, and up to ₹2,000 for PAN card registration where required for business operations.

Beyond compliance support, the scheme offers an online sales incentive of ₹20 per order. Each Sakhi Mandal is eligible for lifetime assistance of up to ₹5 lakh under the programme.

Political Leadership Behind the Push

The scheme has been introduced under the leadership of Chief Minister Bhupendra Patel, with guidance from Rural Development Minister Kunvarji Bavaliya and Minister of State Sanjaysinh Mahida. The government framed the initiative as a direct contribution to the national 'Lakhpati Didi' goal — a central government target to raise the income of rural women above ₹1 lakh per year.

From Local Fairs to Global Markets

Until now, products made by many SHGs were sold almost exclusively through local fairs, exhibitions, and community events — channels with limited reach and seasonal revenue. The new scheme is designed to plug rural women into year-round digital demand, connecting them to customers across India and, potentially, overseas buyers.

The government cited the example of Rekha Pethani, president of the Osam Sakhi Mandal in Patanvav village, Dhoraji taluka, Rajkot district, as an illustration of the model's potential. Rekha joined a Self-Help Group in 2016, trained in food processing through Rural Self-Employment Training Institutes (RSETI), and launched a traditional spices business with a bank loan of ₹1.5 lakh. The enterprise now employs other local women and generates an annual income of more than ₹10.96 lakh.

Broader Context and What Comes Next

Gujarat has one of India's more active SHG networks, and the GLPC has previously channelled livelihood support to rural communities. This scheme, however, represents a notable pivot toward market linkage rather than production support alone — a distinction that development economists argue is critical for SHG sustainability.

Implementation guidelines are expected to be rolled out by the GLPC in the coming weeks. How many Sakhi Mandals ultimately enrol, and whether the per-order incentive structure proves sufficient to sustain digital selling behaviour, will determine whether the ₹25 crore outlay translates into measurable income gains at scale.