The partnership between the Ministry of MSME and Blinkit has been launched as a pilot in Bengaluru to expand digital market access for artisans and craftspeople covered under the PM Vishwakarma scheme.
New Delhi : Artisans and craftspeople covered under the PM Vishwakarma scheme will now get an opportunity to sell their handmade products through quick-commerce platform Blinkit, following a partnership between the Ministry of Micro, Small and Medium Enterprises (MSME) and Blinkit.
The initiative has initially been launched as a pilot project in Bengaluru, with plans to expand it to other cities.
Under the partnership, handmade products created by PM Vishwakarma beneficiaries will be listed on the Blinkit app. The move is aimed at helping artisans reach a wider customer base beyond traditional markets and gain access to digital commerce.
According to a release by Eternal Limited, the company that operates Zomato and Blinkit, the pilot will feature a range of traditional and handcrafted products, including pottery, dolls, toys and decorative items made by beneficiaries of the scheme.
The initiative is also designed to help artisans understand and adapt to the operational requirements of digital commerce. Beneficiaries are being guided on areas such as digital onboarding, order fulfilment, packaging and shipment processes, according to Eternal.
Expanding Market Access for Traditional Artisans
Launched in September 2023, the PM Vishwakarma scheme provides end-to-end support to artisans and craftspeople working in 18 traditional trades.
The scheme includes skill training, modern toolkits, credit support, incentives for digital transactions and marketing assistance, enabling beneficiaries to improve their skills, access financial support and find new markets for their products.
The government has been expanding the market-linkage component of the scheme through e-commerce platforms and institutional channels. The MSME Ministry has previously facilitated online marketing support for beneficiaries through platforms such as the Open Network for Digital Commerce (ONDC), Fabindia and Meesho.
Beneficiaries have also been brought onto the Government e-Marketplace (GeM) to provide access to institutional buyers.
According to the ministry, 30 lakh beneficiaries have been registered under PM Vishwakarma so far. Of these, around 24.5 lakh have completed basic skill training, while more than 18.15 lakh modern toolkits have been distributed.
The Blinkit pilot represents another step towards connecting traditional Indian artisans with digital consumers, potentially giving their handmade products a wider retail presence beyond conventional marketplaces.
