India's MSMEs and traditional artisans have always been rich in skill but limited in market access. Many talented craftsmen produce high-quality products, yet their reach remains restricted to local markets due to lack of digital exposure, marketing support, and direct customer access.
To address this gap, the Ministry of MSME has partnered with Amazon to help artisans and small businesses sell online and reach customers across India. This collaboration is a significant step toward taking local skills to the national level.
This blog explains what this partnership is about, how it works, and what MSMEs and artisans actually gain from it.
Why This Collaboration Was Needed
India has lakhs of artisans working in handicrafts, handloom, traditional tools, woodwork, metalwork, pottery, leather, textiles, and other skilled trades. Despite high demand for handmade products, many artisans face challenges such as:
Limited Market Access
Restricted to local markets and fairs
Middlemen Dependency
Low pricing power and profits
Lack of Digital Knowledge
Unable to leverage online platforms
No Brand Visibility
Lack of structured branding support
Government's Objective: Connect these artisans directly with buyers, improve incomes, and preserve traditional skills using modern platforms.
What the Government–Amazon Partnership Is About
Under this collaboration, the MSME Ministry works with Amazon to onboard eligible artisans onto Amazon's online marketplace, especially through the Amazon Karigar program, which is designed specifically for handmade and artisan products.
Focus Area:
Artisans registered under the PM Vishwakarma Yojana, a scheme meant to support traditional workers through training, tools, credit, and market linkage.
Who Can Benefit from This Initiative
This collaboration is primarily meant for:
Handicrafts & Handloom
Traditional Tools & Woodwork
Metalwork & Pottery
Leather & Textiles
Rural & Semi-Urban Crafts
Traditional Skill-Based MSMEs
Important: Artisans who are not yet registered under PM Vishwakarma can still apply for the scheme and become eligible.
What MSMEs and Artisans Get Through This Collaboration
National Market Access
Sell products across India instead of just local markets
Visibility Through Amazon Karigar
Dedicated artisan category for easier discovery by buyers
Reduced Middlemen Dependency
Direct customer access improves pricing and margins
Digital Onboarding & Training
Complete guidance on selling online confidently
Government-Backed Trust
Builds credibility with buyers and institutions
Better Income Opportunities
Wider reach leads to improved and stable income
Digital Onboarding & Training Support
Amazon provides comprehensive guidance on:
Seller Account Setup
Complete guidance on creating Amazon seller account
Product Listing
How to create compelling product listings with photos
Pricing & Catalog
Learn pricing strategies and catalog management
Order Handling
Processing orders and managing inventory efficiently
Customer Service
Handling customer queries and building positive ratings
Logistics Options
Choose between Amazon fulfillment or self-shipping
Result: This helps first-time digital sellers operate confidently and build sustainable online businesses.
How This Helps MSMEs Beyond Artisans
Even MSMEs not directly selling handmade goods benefit indirectly:
Impact: This initiative supports overall MSME digitisation and inclusion.
What Artisans Should Prepare Before Joining
To make onboarding smoother, artisans should keep the following ready:
Preparation improves approval speed and reduces errors during onboarding.
Important Things to Understand Clearly
While the opportunity is strong, artisans and MSMEs should have realistic expectations:
- Online selling requires consistency and quality
- Pricing and margins must be calculated carefully
- Product presentation matters a lot
- Customer service and returns need attention
- Sales grow gradually, not overnight
This is not instant success, but a structured path to sustainable growth.
Why This Is a Big Step for Indian MSMEs
This collaboration combines:
Together, they create a powerful bridge between traditional skills and modern commerce.
For MSMEs and artisans willing to adapt, this initiative opens doors that were previously difficult to access.
Conclusion
The Amazon & Government collaboration is a meaningful step toward empowering artisans and MSMEs by giving them national visibility, digital tools, and direct access to buyers. It respects traditional skills while enabling modern growth.
For artisans registered under PM Vishwakarma, this initiative can transform how they sell, earn, and scale. For MSMEs, it signals a future where local businesses are no longer limited by geography.
Kala ab sirf local nahi rahegi.
Kala ko national pehchaan milegi.
Frequently Asked Questions
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