Why in News?
The Chief Minister of Andhra Pradesh has proposed launching a new brand ‘Swayam’ to market products made by DWCRA women groups.
Key Highlights:
New Branding Initiative:
- DWCRA products to be marketed under ‘Swayam’ brand
Types of Products:
- Handicrafts
- Textiles
- Food products
Existing Platform:
- Currently, products are sold through eMahila
Objective:
- Enhance market visibility and branding
- Increase income of rural women
- Promote women entrepreneurship
About DWCRA
DWCRA (Development of Women and Children in Rural Areas):
- Launched in 1982 by the Government of India
- Target group: Rural women below poverty line (BPL)
Key Features:
- Women organized into Self-Help Groups (SHGs) of 10–15 members
- Focus on:
- Income generation
- Skill development
- Financial inclusion
