Mahila-e-Haat brings three lakh women entrepreneurs to digital marketplace

The women's e-commerce portal 'Mahila e-Haat' launched by the Centre this March will soon join hands with the global e-commerce giant Amazon and its Indian competitor Flipkart.

The Centre seeks to link its women's e-commerce platform with the two e-marketplace companies. The move aims to boost the businesses of all women entrepreneurs associated with the Mahila-e-Haat.

"We are planning to collaborate with Amazon and Flipkart to promote the products and services of our three lakh entrepreneurs registered on Mahila-e-Haat," says Maneka Sanjay Gandhi, Minister for Women and Child Development (WCD) Ministry.

The women-haat is already being promoted through IRCTC portal. The Ministry is also seeking to get State Bank of India and India Post on board to promote it through their websites.

The portal has been set up with an investment of Rs10 lakh from the Rashtriya Mahila Kosh — an autonomous body under the WCD ministry for the socio-economic empowerment of women. Sellers and service providers can register on the platform without having to pay any listing fee.

The Haat has been projected as a part of 'Make in India', 'Digital India' and 'Stand Up India' initiatives of PM Narendra Modi.

However, despite ministry's efforts, it has failed to generate as much business as the women entrepreneurs have expected. For many sellers and service providers, the e-Haat has not been able to bring any business.

They have welcomed the move. "I have not received a single inquiry from the portal since past five months even as my rates are very competitive. I think, very few people know about it. The haat need to be promoted strongly using all available means," says Zarina, who makes Petticoat for Rs 120 from her home in Shivajinagar (Govandi).

Noida-based Shruti Shrivastava who sells cakes, sweets, and snacks under the brand name "Flavour Basket" said, "I haven't received any order from the government portal yet. My orders are coming through my own website, facebook page, and word-of-mouth publicity as earlier. However, I am sure that if government gets our business on popular e-ecommerce portals, it would benefit us to expand our work in a big way."

Ministry officials, however, claim that the Haat has generated business worth Rs 20 crore for the members from April to October.

"Any new venture takes some time to kick off. Our portal was launched on Women's Day but it started picking up only since May. Nevertheless, sale of Rs 20 crore in six months is encouraging. It will increase further," said Rashmi Saxena Sahni, joint secretary of the WCD ministry and executive director of Rashtriya Mahila Kosh.