2.9 Bridging Marketing Barriers: NABARD’s Efforts in Market Access for Producers

NABARD plays a pivotal role in expanding market access for producers by addressing marketing challenges and enabling better price realisation. During FY2024, it introduced a scheme for grant support to SHGs, JLGs, producer organisations (POs), and microentrepreneurs for training, onboarding, and marketing of products on digital marketplaces, social media, and ONDC. Additionally, NABARD launched a scheme for physical marketing of products, offering support for setting up gram dukans, moveable carts, and stalls in key locations, including airports under the Airport as Venue for Skilled Artisans of the Region (AVSAR) initiative. During the year, 31 gram dukans, 5 moveable carts, and 9 stalls were sanctioned to support 7,812 members of SHGs/JLGs/POs. Further, through 78 training programmes, a total of 1,435 SHGs/JLGs/POs were trained, with 387 groups subsequently onboarded onto e-commerce platforms. During the fiscal year, efforts were made for promotion and development of FPOs by organising melas like “Tarang: Celebrating Collectivisation” to showcase and market their products.