The Ministry of Micro, Small and Medium Enterprises (MSME) has partnered with quick-commerce platform Blinkit to expand market access for artisans and craftspeople covered under the government's PM Vishwakarma scheme. According to reports from Business Standard, the initiative is currently being piloted in Bengaluru and is expected to be expanded to other cities. Eternal Ltd, which operates Zomato and Blinkit, announced the partnership in a recent release.
Under the partnership, handcrafted products made by PM Vishwakarma beneficiaries will be listed on the Blinkit app, giving artisans access to a wider customer base beyond traditional markets. As reported by Business Standard, the assortment will feature a range of traditional and handcrafted products, including pottery, dolls, toys, decorative items and other artisan-made goods sourced directly from beneficiaries of the scheme. The initiative also aims to help artisans navigate operational requirements of digital commerce, with beneficiaries being guided on using digital platforms for onboarding and order fulfilment, besides practices related to packaging and shipping.
Launched in September 2023, PM Vishwakarma provides end-to-end support to artisans and craftspeople engaged in 18 traditional trades, including skill training, modern toolkits, credit support, digital transaction incentives and marketing assistance. According to the ministry, 30 lakh beneficiaries have been registered under PM Vishwakarma, of whom around 24.5 lakh have received basic skill training. More than 18.15 lakh modern toolkits have been delivered, while 6.18 lakh beneficiaries have received loans of up to ₹1 lakh at a concessional interest rate of 5 per cent, amounting to ₹5,297 crore.
The government has been expanding the scheme's market-linkage component through e-commerce and other institutional channels. As reported by Business Standard, the MSME ministry has previously facilitated online marketing support through platforms including the Open Network for Digital Commerce (ONDC), FabIndia and Meesho, while beneficiaries have also been onboarded on the Government e-Marketplace (GeM). This latest partnership with Blinkit represents another significant step in the government's digital market integration strategy for traditional artisans, helping them gain a foothold in the quick commerce space and opening new sales channels beyond traditional markets.
