Lucknow – The Uttar Pradesh government has launched a state-wide campaign to economically empower women under the banner of “Lakhpati Didi”, combining rural entrepreneurship with cultural celebration. The initiative, timed with the Holi festival, aims to boost incomes of women in Self-Help Groups (SHGs) while promoting eco-friendly and locally made products.
Deputy Chief Minister Keshav Prasad Maurya emphasized that women’s self-reliance and empowerment are top priorities of the state government. He noted that strengthening SHG members economically is essential for boosting the rural economy. Under his guidance, SHG women are producing a range of non-farm products, including herbal gulal/abeer, papads, chips, sweets, incense sticks, pichkaris, caps, T-shirts, and handicrafts.
A key highlight of the campaign is the production of herbal, chemical-free gulal using natural resources such as palash flowers, beetroot, marigold, and spinach juice. These safe and environmentally friendly colors promote the message of a “Healthy Holi – Safe Holi” while creating new income avenues for women entrepreneurs.
To expand market access, the government is setting up exhibition and sales counters in development offices, collectorates, tehsils, and other government premises across the state. Institutional and bulk purchases are being encouraged in collaboration with district administrations, urban local bodies, and relevant departments, giving SHG products a wider platform.
District officials have been instructed to ensure temporary stalls at government offices and motivate staff to purchase SHG products. Additionally, quality products from SHGs are being onboarded on e-commerce platforms like eSaarS, Flipkart, Amazon, and Meesho, providing national-level visibility and market opportunities.
Each district is required to maintain a Google Sheet record of SHG group codes, member names and contacts, sales locations, total sales, and large orders. This ensures transparency, continuous monitoring, and effective state-level review.
The campaign links SHG women to the ambitious goal of becoming “Lakhpati Didi”, focusing on festival-based sales, local product branding, institutional procurement, and digital marketing to steadily increase women’s incomes.
Deepa Ranjan, Mission Director of the Uttar Pradesh State Rural Livelihood Mission (UPSRLM), said, “Providing widespread market access for local products during major festivals like Holi is an effective tool for women’s economic empowerment. This initiative strengthens the ‘Vocal for Local’ spirit and elevates rural entrepreneurship to new heights.”
Through initiatives like “Lakhpati Didi,” the Uttar Pradesh government is demonstrating that women’s empowerment is not just a slogan but a tangible mission, creating opportunities for self-reliance, dignity, and prosperity. With the colors of Holi, SHG women are now adding vibrant hues of entrepreneurship, independence, and social recognition to rural India.
