E-commerce marketplace Flipkart has joined hands with Guwahati-based North Eastern Handicrafts and Handloom Development Corporation (NEHHDC) through a Memorandum of Understanding (MoU) under the Flipkart Samarth program. The MoU aims to create shared value for all stakeholders in the Northeast region with a focus on empowering artisans, increasing opportunities for handloom and handicrafts businesses and enabling inclusion opportunities for women self-help groups. 

Established in 1977, the NEHHDC aims to develop and promote the region's indigenous crafts by connecting artisans to prospective markets and consumers. Its mission involves generating economic, cultural and social opportunities for creators while adding cultural value for consumers. 

Speaking about the collaboration, Brig. Rajiv Kumar Singh (Retd), managing director of NEHHDC, said, "This strategic partnership with Flipkart Samarth significantly aligns with the vision of the NEHHDC towards empowering local business growth. Through this initiative, we aim to enhance their opportunities with e-commerce and work towards enhancing the state's economic and social development."

By democratising the platform and facilitating national market access, Flipkart Samarth has reportedly impacted the livelihood of 1.5 million artisans, weavers and Indian handicrafts in a positive fashion.

Rajneesh Kumar, chief corporate affairs officer of Flipkart Group, said, "We look forward to our collaboration with the NEHHDC for aspiring entrepreneurs to explore growth opportunities by utilising Flipkart's capabilities and expertise. Through this MoU, we are glad to embark on a journey that empowers businesses, fosters a growth mindset and brings about a positive change in the lives of artisans, weavers, and craftsmen in the North Eastern region."

Launched in 2019, Flipkart Samarth is a nationwide initiative to provide artisans, weavers, and underserved communities, including people with disabilities, access to e-commerce to grow and enhance their livelihoods. Under this initiative, these sellers are provided assistance with onboarding, free cataloguing, marketing support, account administration, business insights, and warehousing support to establish their operations on the Flipkart marketplace.

Started in 2007, the Flipkart Group's digital commerce entities include group companies Flipkart, Myntra, Flipkart Wholesale, Flipkart Health+, and Cleartrip. With a registered customer base of more than 500 million, its marketplace offers over 150 million products across 80 categories with more than 14 lakh sellers on the platform, including Shopsy sellers.