MoHUA launches one brand -‘SonChiraiya’ – for Urban SHG products | Daily Current Affairs 2021

MoHUA launches one brand -‘SonChiraiya’ – for Urban SHG products

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SonChiraiya

SonChiraiya: Ministry of Housing and Urban Affairs (MoHUA) recently launched a brand and logo called `SonChiraiya’ to market the products of urban self-help groups (SHGs).

Key Points:

  • The brand and logo were launched in line with the government’s priority area of helping women to become financially empowered and live dignified life.
  • The Deendayal Antyodaya Yojana-National Urban Livelihoods Mission (DAY-NULM) under the aegis of MoHUA has focussed on equipping the urban poor women with adequate skills and opportunities to enable them to promote sustainable micro-enterprises.
  • It mobilizes women from urban poor households into SHGs and their federations to create a support system for these women.
  • Many of these SHGs are engaged in livelihood activities, producing goods such as handicrafts, textiles, toys, eatables, and so on.
  • Over 5.7 lakh SHGs have been formed across various States/ UTs with almost 60 lakh members.
  • This initiative (SonChiraiya) will certainly prove as a step towards increased visibility and global access for the products made by urban SHG women.

Significance of SonChiraiya:

  • This initiative is a significant step towards increased visibility and global access for the products made by urban SHG women.
  • Under the initiative, a variety of professionally packaged and hand-crafted ethnic products will reach the doorsteps of customers worldwide.

Steps Taken by MoHUA:

  • Many of these SHGs are engaged in livelihood activities, producing goods such as handicrafts, textiles, toys, eatables, and so on.
  • These were being sold primarily in local neighbourhood markets and often faced barriers in achieving visibility and wide market access.
  • To overcome these challenges, Ministry entered into a Memorandum of Understandings (MoUs) with leading e-Commerce Portals viz. Amazon and Flipkart, with an underlying narrative of women empowerment.
  • This partnership, despite the challenges posed by the COVID-19 pandemic, has onboarded more than 2000 products of some 5000 SHG members from 25 states and UTs.

About MoHUA:

  • It refers to the Ministry of Housing and Urban Affairs.
  • MoHUA is a federal ministry of the Government of India with executive authority over the formulation and administration of the rules and regulations and laws relating to housing and urban development in India.
  • It was founded in 1952.
  • The current Minister responsible for MoHUA is Hardeep Singh Puri (Union Minister).

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