By integrating local companies and self-help groups (SHGs) into the e-commerce fold, the government and Flipkart want to empower them. The DAY-goal NRLM's of increasing rural communities' self-employment and entrepreneurial capacities is aligned with this partnership. As a result, Prime Minister Narendra Modi's goal of an Atma Nirbhar Bharat gains more traction.

The Memorandum of Understanding is part of Flipkart's Samarth initiative. It was struck with the goal of providing national market access to skilled and underserved communities of weavers, craftspeople, and artisans through the Flipkart marketplace. It will also give them targeted expertise and training assistance. The Flipkart Samarth initiative aims to help local communities overcome hurdles to the entrance by offering time-limited incubation and assistance in areas like onboarding, marketing, business insights, cataloging, account management, and warehousing. It will expand commercial and trade prospects while also assisting in the creation and maintenance of improved livelihood chances.

The Ministry of Rural Development implements the NRLM programme, which aims to alleviate poverty. This project aims to promote impoverished people's self-employment and organisation in rural India. Its goal is to organise the destitute into Self Help Groups (SHGs) and prepare them to work for themselves.

In 1999, the Ministry of Rural Development reformed the Integrated Rural Development Programme (IRDP) and introduced the Swarnajayanti Grameen Swarojgar Yojana (SGSY) to encourage rural impoverished people to work for themselves. The acronym SGSY has been changed to NRLM. NRLM was established in 2011 with a $5.1 billion budget.

Flipkart Samarth, a sustainable and inclusive platform for strengthening neglected domestic communities and companies by delivering opportunities and livelihoods, was launched in 2019. In India, it now supports the livelihoods of about 950000 artisans, weavers, and craftspeople.