India, June 26 -- The Government of India has issued a release:
The Ministry of Rural Development has undertaken several initiatives to strengthen branding and enhance market access for products made by women Self Help Groups (SHGs) under the Deendayal Antyodaya Yojana - National Rural Livelihoods Mission (DAY-NRLM). To create a distinct national identity for SHG products, the Ministry has secured trademarks such as SARAS, SARAS Aajeevika and Aajeevika, which are being leveraged to promote and market SHG products at national, regional, state and district levels. The outreach and visibility of these brands are further strengthened through SARAS Melas organized across the country.
To provide a permanent retail platform for quality SHG produ...