For years, many rural women entrepreneurs and farmers in Jharkhand produced quality products but struggled to secure fair prices due to limited market access, dependence on middlemen, and delayed payments. To bridge this gap, the Jharkhand State Livelihood Promotion Society (JSLPS) established the SETU (Scaling & Enabling for Trade Upliftment) Cell for Rural Women Entrepreneurs in August 2025 under the leadership of Ananya Mittal, IAS, CEO of JSLPS.
The initiative supports Self Help Groups (SHGs), Community Level Federations (CLFs), Farmer Producer Organisations (FPOs), and rural enterprises by connecting them directly with organised retail markets. Through partnerships with retailers such as Kashish Mall and Apna Mart, the programme has enabled producers to receive better prices, timely payments, and wider market access for products including forest honey, flour, vegetables, eggs, mangoes, and notebooks.
Officials say the initiative aims to create a transparent and inclusive marketing ecosystem that strengthens rural livelihoods, while participating farmers and women entrepreneurs are experiencing greater financial confidence and reduced dependence on intermediaries.
Building Fairer Markets for Rural Producers
The SETU Cell was conceived as a dedicated marketing and business support platform that brings together JSLPS domain experts, consultants, Indian Administrative Fellows, technical agencies, and the organisation’s communications team to strengthen market linkages for rural producers. One of its earliest milestones came with the launch of Palash-branded products made by rural women entrepreneurs in Ranchi’s organised retail market. Despite initial concerns about consumer acceptance, products such as forest honey and flour gained popularity, leading to repeated stock shortages at Kashish Mall.
The initiative later expanded through a partnership with Apna Mart, which operates more than 175 stores across Jharkhand, Chhattisgarh, West Bengal, and Bihar. According to JSLPS, the first procurement of two metric tonnes of Amrapali mangoes enabled farmers to earn nearly ₹60 per kilogram, offering significantly better returns than those typically received through middlemen. Collaborations with organisations including Agri Arjuna, KisanSe, and Amrai have since facilitated the procurement of more than 20 metric tonnes of mangoes, with farmers receiving timely payments.
Reflecting on the initiative, Ananya Mittal, IAS, CEO of JSLPS, said, “Markets have the power to transform livelihoods when they become accessible, transparent, and inclusive. Through the SETU Cell, our effort has been to ensure that rural producers are not just making quality products, but are also able to earn the value they truly deserve. Every successful market linkage strengthens both livelihoods and the rural economy of Jharkhand.”
The programme has also organised seasonal Aam Bikri Stalls, allowing farmers and FPOs to sell directly to consumers.
Expanding Beyond Agriculture to Build Sustainable Livelihoods
While the initial focus was on improving market access for agricultural produce, the SETU Cell has steadily expanded its reach to create a broader rural enterprise ecosystem. Today, JSLPS-supported producer groups supply fresh vegetables, eggs, groceries, and other farm-based products through structured procurement channels serving organised retailers. The initiative has also explored innovative institutional partnerships by connecting rural enterprises with Common Service Centres (CSCs) for notebook distribution across Jharkhand.
According to JSLPS, these enterprises now receive daily bulk orders worth between ₹5,000 and ₹10,000, supplying more than 1,000 CSCs across the state, including centres operating within institutions such as Ranchi University. Beyond facilitating sales, the programme focuses on strengthening women-led enterprises, improving business capabilities, building long-term buyer relationships, and enabling producer institutions to engage confidently with formal markets.
By reducing uncertainty around pricing and payments, the initiative is helping create more predictable incomes for rural families while encouraging greater participation of women in local economic development.
The Logical Indian’s Perspective
The SETU Cell demonstrates how thoughtful public policy can create meaningful opportunities when it addresses systemic barriers rather than simply increasing production. Rural women and small farmers often possess the skills and determination needed to succeed, but without fair market access they remain excluded from the full value of their work.
By helping producer groups connect directly with organised buyers, ensuring transparent pricing, and reducing dependence on intermediaries, Jharkhand’s initiative offers a practical model for strengthening rural livelihoods through inclusion and collaboration.
While sustained success will depend on continued institutional support, market demand, and capacity building, the programme shows how government-led interventions can empower communities instead of creating dependency. As more states explore ways to improve rural incomes, could similar market-linkage models help unlock the potential of women entrepreneurs and small farmers across India?
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