How India’s first women-focused online marketplace is transforming livelihoods, promoting digital inclusion, and strengthening grassroots entrepreneurship
By Surya Pillai
Introduction: The Rise of Women-Led Digital Commerce in India
In a country where millions of women struggle to access urban markets, financial resources, and business exposure, Mahila E-Haat has emerged as a transformational platform. Launched in 2016 under the Ministry of Women and Child Development (WCD) and operated by Rashtriya Mahila Kosh (RMK), this digital marketplace provides women entrepreneurs with a no-cost, nationwide selling platform for their products and services.
For many rural artisans, SHG members, and home-based entrepreneurs, Mahila E-Haat is more than just a marketplace — it is their first real opportunity to reach a pan-India consumer base and build financial independence.
What Is Mahila E-Haat? Key Features and Benefits
Mahila E-Haat is designed to remove traditional barriers that prevent women from accessing markets. Its features make it especially useful for rural and small-scale entrepreneurs.
1. Zero-Cost Online Marketplace
No listing fees
No commission charges
Direct buyer-seller contact
Entrepreneurs only need a mobile phone to list, update, and manage their products.
2. Open to All Women Entrepreneurs (18+)
The platform welcomes:
Individual women sellers
Self-Help Groups (SHGs)
NGOs and women-led collectives
Products range from handicrafts, textiles, jewellery, organic goods, home décor, to services such as tailoring and natural product manufacturing.
3. Simple Registration Process
A bilingual (Hindi/English) form captures:
Aadhaar details
Product photos
Price and description
Contact details
Buyers communicate directly via phone or email, removing intermediaries and ensuring fair earnings.
4. Partnership with SBI and India Post
To support financial and logistical needs, Mahila E-Haat offers:
SBI e-banking and mobile wallets
Draft and cheque payments
India Post shipping assistance and reduced rates
This makes nationwide selling possible even from remote villages.
5. Control Over Pricing and Customers
Women sellers set their own:
Pricing
Order terms
Customer communication
This independence challenges the traditionally exploitative supply-chain dominated by middlemen.
Scale, Reach, and Impact: Facts and Figures
Since its launch, Mahila E-Haat has grown into a powerful digital empowerment ecosystem.
1.25 lakh women and 10,000 SHGs registered at launch (2016)
Expanded to around 3.5 lakh women entrepreneurs
More than 26,000 SHGs across 24 states
2,000+ products and services in 18 categories
Awarded the SKOCH Gold Award (2016)
Recognised among the Top 100 Projects in India
More importantly, the platform has connected remote artisans — especially from the Northeast, hill regions, and rural interiors — to national buyers, boosting incomes and livelihoods.
Case Study: How Mahila E-Haat Transformed a Rural Artisan Group
In a small village in Eastern India, a group of women artisans produced handmade jewellery, textiles, and organic soaps. Their only customers were local fair visitors or middlemen who paid them very little. Despite juggling childcare, household duties, and craftwork, sustainable income remained a dream.
After joining Mahila E-Haat, everything changed:
They listed their products online with photos and descriptions
Orders started coming from major cities
Payments were received securely through SBI e-banking
Shipments were dispatched via India Post
Income rose, and so did their confidence. With better margins, they invested in raw materials, experimented with new designs, and increased production.
The impact went beyond income:
Children were enrolled in better schools
Nutrition and household resources improved
Women purchased essential tools like sewing machines
Families experienced financial stability for the first time
This is not an isolated story — thousands of such success journeys are emerging across India.
Challenges and Limitations: Why the Potential Is Still Untapped
Despite its success, Mahila E-Haat faces several hurdles:
1. Digital Literacy Gaps
Many rural women lack the digital confidence or internet access needed to update listings regularly.
2. Logistics and Payment Issues
SBI and India Post partnerships help, but delivery networks and financial literacy remain weak in many remote regions.
3. Limited Awareness
Millions of potential women entrepreneurs still do not know the platform exists.
4. Scalability Constraints
The current model benefits thousands, but India needs solutions for millions of aspiring women entrepreneurs.
These challenges highlight the need for continuous training, digital skilling, and improved rural infrastructure.
Why Mahila E-Haat Matters for India’s Future
Mahila E-Haat is more than a marketplace — it is a movement.
Economic Empowerment
Provides income opportunities for women who were previously excluded from the formal market.
Digital Inclusion
Encourages mobile-based entrepreneurship in rural India.
Cultural Preservation
Promotes traditional crafts, weaving, and handmade products.
Gender Equality
Reduces dependence on middlemen and gives women control over pricing and profits.
Alignment with National Missions
Supports Digital India, Make in India, Stand Up India, and rural development goals.
Conclusion: Mahila E-Haat as a Pathway to Empowerment
Mahila E-Haat is not just an e-commerce platform; it is a pathway to dignity, independence, and long-term empowerment. By linking rural artisans to national consumers, eliminating intermediaries, and fostering digital literacy, it offers women the opportunity to turn skills into sustainable livelihoods.
As India continues its digital transformation, platforms like Mahila E-Haat will play a crucial role in reducing gender-based economic inequality and giving millions of women the opportunity to thrive.