New Delhi, June 29 (IANS) The government-backed e-commerce marketplace DigiHaat — built on the Open Network for Digital Commerce (ONDC) — on Monday launched a nationwide ‘Sahkar Se Samriddhi’ campaign to promote cooperative products and expand their reach among consumers through digital commerce.

The week-long campaign — running from June 29 to July 6 — coincides with five years of the Ministry of Cooperation and aims to showcase products from cooperative societies, Farmer Producer Organisations (FPOs), Self-Help Groups (SHGs), artisan collectives and producer-led enterprises across the country.

As part of the initiative, DigiHaat has launched a dedicated ‘Sahkar Se Samriddhi Store’ that brings products from cooperatives, farmer groups and community enterprises onto a single digital platform accessible to consumers nationwide.

The campaign seeks to improve digital market access for India’s cooperative ecosystem, which comprises more than 8.5 lakh registered cooperative societies with nearly 29 crore members engaged in sectors such as agriculture, dairy, fisheries, handlooms, rural industries and financial services.

According to DigiHaat, while the cooperative movement has expanded significantly in recent years, many producers continue to face challenges in accessing mainstream e-commerce platforms and nationwide markets.

Through its ONDC-powered platform, cooperatives, FPOs and SHGs will be able to reach a wider customer base while retaining greater visibility and participation in the digital economy, it added.

“India’s cooperative movement represents one of the largest people-led economic ecosystems in the world. As we celebrate five years of the Ministry of Cooperation, we believe the next phase of growth must include stronger digital market access for cooperatives, farmer groups and community enterprises,” said Shubho Sengupta, Marketing Lead at DigiHaat.

“Through the ‘Sahkar Se Samriddhi’ campaign, DigiHaat is attempting to bridge that gap by connecting producers directly with consumers at a national scale,” he added.

As part of the campaign, Bharat Organics has joined as the flagship brand partner and will anchor the dedicated storefront with promotional offers, curated product collections and consumer engagement initiatives. The campaign will also feature storytelling and awareness programmes highlighting the contribution of India’s cooperative sector.

Moreover, products showcased during the campaign will span categories including groceries, organic foods, handicrafts, handlooms, personal care products and household essentials.

–IANS

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