Empowering SHGs Through Digital Marketing: ONDC Training Program

About the Initiative

Abhivyakti Foundation, with the generous support of NABARD, successfully implemented a comprehensive e-commerce and digital marketing training program for 100 Self Help Group (SHG) members across Ghaziabad, Moradabad, Palwal, and Punjab. The program aimed to equip rural women and SHG entrepreneurs with essential digital skills to effectively market their products via the Open Network for Digital Commerce (ONDC) platform, thereby expanding their market reach, increasing incomes, and promoting entrepreneurship.

Marketing forms the backbone of business growth. For SHG members, lack of marketing skills can restrict product visibility and income potential. In today’s digital economy, proficiency in digital marketing is indispensable. Through this initiative, participants learned how to leverage online platforms to promote products, engage customers, and enhance brand presence, creating sustainable income opportunities for themselves and their families.

The training emphasized the benefits of digital marketing such as:

• • Wider Market Access: Breaking geographical limitations and reaching customers nationwide.
• • Digital Literacy: Improving comfort and confidence in using technology for business.
• • Cost-Effectiveness: Reducing dependency on intermediaries, improving margins by 25–40%.
• • Product Diversification: Aligning products with consumer preferences and market trends.

Outcomes & Impact

Immediate Results

The training program achieved outstanding results immediately after completion:

• • 100% Onboarding Success: All participating SHGs successfully registered their abusinesses on the ONDC platform.
• • Product Listings: A total of 450+ unique products including handicrafts, textiles, garments, and food items were listed collectively.
• • Initial Sales: Participants collectively generated over ₹3.5 lakhs in the first month, demonstrating strong market acceptance.

Transformative Benefits

Market Access: Participants gained access to nationwide buyers, enabling them to sell beyond their local markets in cities like Delhi, Mumbai, Bangalore, and Pune. This significantly increased visibility and sales opportunities.

Digital Literacy: The program empowered women to confidently navigate online marketplaces, use social media for promotion, and adopt digital payment methods like UPI, wallets, and net banking. Approximately 100% of participants now transact digitally, enhancing financial inclusion.

Reduced Intermediaries: Selling directly through ONDC enabled SHGs to retain 25–40% higher profit margins compared to traditional sales through middlemen.

Cost-Effective Marketing: Participants learned to use low-cost online marketing techniques, including social media promotions, cataloging, SEO, and WhatsApp Business, allowing them to maximize revenue with minimal investment.

Product Diversification: Exposure to online consumer demand encouraged SHGs to introduce new products and packaging standards, aligning production with market trends.

Testimonials:

"Before this training, I sold my handloom products only in local haats. Now my products reach customers in Delhi, Mumbai, and even Bangalore. My monthly income has doubled in just three months." — Kamala Devi, SHG Member, Ghaziabad

"The ONDC platform has opened new doors for our food products business. The training taught us not just how to list products but also how to present them attractively to online customers." — Gurpreet Kaur, SHG Member, Punjab

E-Commerce & Digital Marketing Training (Punjab & Uttar Pradesh)

The program, conducted during 2024–25 in Jalandhar (Punjab) and Meerut (Uttar Pradesh), focused on empowering women and SHG members with entrepreneurial capacity, digital skills, and access to online marketplaces.

Project Implementation

• • Punjab (Jalandhar): Abhivyakti Foundation directly mobilized SHG women and youth, facilitated hands-on training, and provided continuous post-training mentorship.
• • Uttar Pradesh (Meerut): Mobilization was coordinated with local SHG federations and community partners, with logistics, mentoring, and follow-up support from field agencies.

This dual approach ensured a strong ecosystem for digital inclusion and sustainable entrepreneurship.

Project Information:

Project Objectives

• 1. Build digital literacy and entrepreneurial skills among rural women and SHG members.
• 2. Enable participation in online marketplaces such as Amazon, Flipkart, Meesho, WhatsApp Business, and Instagram Shops.
• 3. Increase income generation opportunities by reducing dependency on middlemen.
• 4. Promote digital financial inclusion via UPI, online banking, and secure payments.
• 5. Strengthen women’s empowerment and decision-making in business activities.

Training Methodology & Modules

Both locations followed a two-day residential training format, blending classroom learning, hands-on practice, peer learning, and exposure to successful entrepreneurs. Participants received ongoing mentorship via WhatsApp groups post-training.

Training Modules:

Project Activities Conducted

• 1. Mobilization & Orientation: Identification and motivation of SHG members and rural women entrepreneurs.
• 2. Training Delivery: Two-day sessions combining theory, group work, and practical demonstrations.
• 3. Hands-On Practice: Participants created seller accounts, uploaded products, and processed mock orders.
• 4. Exposure Visits: Entrepreneurs shared real-life success stories to inspire participants.
• 5. Post-Training Support: Continuous mentoring via WhatsApp and direct trainer support.

Beneficiary Profile

• • Total Participants: 50 (25 in Punjab + 25 in UP)
• • Gender: 100% women
• • Age Group: 21–45 years
• • SHG Coverage: 10 SHGs (5 in Punjab, 5 in UP)
• • Background: Homemakers, unemployed youth, artisans (handicrafts, textiles, food products), and small rural entrepreneurs

Outcomes & Impact

Economic Impact

Participants reported significant economic gains:

• • Digital Seller Accounts: 38 women successfully registered as online sellers on platforms such as Amazon, Flipkart, and Meesho.
• • Income Generation: Early adopters generated monthly incomes ranging from ₹5,000 to ₹20,000, with 60% of participants reporting a 50–100% increase in income within the first three months.
• • Product Range: Products listed included handicrafts, textiles, garments, food items, pickles, and home décor.
• • Profit Margins: Selling directly online increased profits by 25–40% compared to traditional local sales.

Social Impact

• • Women became more digitally literate and adept at UPI and other digital payment methods.
• • Formation of peer learning groups fostered collective problem-solving and collaboration among SHG members.
• • Increased confidence in financial and business decision-making was reported by 90% of participants.
• • Youth and educated women gained awareness of digital marketing as a viable career path.

Challenges & Learnings

• • Connectivity Issues: Poor internet in rural areas required extra hands-on mentoring.
• • Digital Hesitancy: Initial fear of online fraud slowed adoption; continuous reassurance was crucial.
• • Logistics & Packaging: Lack of courier tie-ups required additional support.
• • Post-Training Handholding: First-time online sellers needed extended guidance to complete orders successfully.

Sustainability Plan

• • E-Commerce Support Groups: Established within SHGs for peer support and experience sharing.
• • Continuous Mentorship: WhatsApp groups provide ongoing support for queries and updates.
• • Government Linkages: Participants connected with MSME schemes, NABARD marketing support, and women entrepreneurship platforms.
• • Advanced Training: Future plans include modules on branding, exports, and digital advertising to scale businesses.

Case Studies / Success Stories

• 1. Punjab – Handicraft Artisan Turned Online Seller: A Jalandhar woman skilled in embroidery listed products on Meesho and received a bulk order of 40 items worth ₹15,000 within a month, increasing her monthly earnings fivefold.
• 2. Punjab – Graduate to Digital Marketer: A 24-year-old graduate now manages social media for local businesses, earning ₹12,000–₹15,000 monthly.
• 3. Meerut – Homemaker to Online Seller: A homemaker listed handmade household products on Meesho and now earns ₹20,000 per month.
• 4. Meerut – SHG Women Expanding Income: A group producing pickles and papads began earning ₹15,000 per month collectively after online listings.
• 5. Meerut – Digital Freelancer: Another participant transitioned from basic computer skills to managing social media for local boutiques, earning ₹8,000–₹10,000 monthly.

Overall Impact Summary

The initiative has successfully transformed SHG entrepreneurship in the region by enabling digital access, increasing profitability, and creating sustainable economic opportunities. Adoption of ONDC and digital marketing has shown high satisfaction rates, significant revenue growth, and measurable social empowerment, laying a strong foundation for further scaling.