Amazon India has signed a Memorandum of Understanding (MoU) with Rajasthan Grameen Aajeevika Vikas Parishad (RGAVP)—an autonomous society by the Government of Rajasthan—to support the growth of women artisans and self-help groups (SHGs) across the state. Soon, a regional selection of products by more than 15,000 women entrepreneurs and SHGs associated with Rajeevika-RGAVP would be listed on

Digital inclusion
The initiative is expected to encourage digital inclusion, empower the artisan and weaver community, and offer them economic opportunities. Artisans will benefit from increased customer demand, enhanced discovery of their products, and higher sales, especially during the upcoming festive season. Sellers associated with Rajeevika-RGAVP will also be able to avail benefits such as launch support for a smooth start, reduced referral fees, account manager support, and marketing support, among others.

Women artisans will get access to a potentially wider market base, bringing in greater recognition for their work and more employment opportunities. Millions of Amazon customers from across the country can shop from a wide variety of products such as traditional blue pottery, block prints, lac jewellery, wooden décor and leather craft on the Karigar store. Since the launch of the Amazon Karigar program in 2016, Amazon India has onboarded over 4,500 master weavers, co-operatives, artisans, and regional APEX bodies to sell on

Digitizing 10 million small businesses
Sumit Sahay, Director, Selling Partner Services, Amazon India says the MoU is line with the company’s mission of making Indian arts and crafts accessible to customers through the Amazon Karigar program and digitizing 10 million SMBs across the country by 2025.

As we gear up for the festive season, we will continue to collaborate with organizations such as RGAVP to expand our product selection by bringing in local art forms, benefitting artisans through the Amazon Karigar program, and in the process making the marketplace selection truly representative of India’s rich culture.
Sumit Sahay
Director, Selling Partner Services, Amazon India

Aparna Arora, Principal Secretary, Rural Development and Panchayati Raj, Government of Rajasthan, says, “Selling on will empower these women artisans with the support needed to scale their business by reaching a larger pool of customers."

It will also bring attention to locally produced products from the state, strengthening rural businesses and empowering SHGs set up by women.
Aparna Arora
Principal Secretary, Rural Development, Government of Rajasthan

Amazon Karigar
The Karigar program has benefited over 15 lakh artisans and weavers. has collaborated with 30 government emporiums and 5 government bodies to showcase authentic crafts. The Karigar program showcases over 2 lakh products, including 470+ unique arts and crafts from more than 27 states and union territories. In Rajasthan itself, the Karigar program has enabled more than 400 sellers to list and sell handicraft and handloom products across categories such as Fashion, Home, and Grocery on