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| Indian Railways promotes local artisans through the Aabhar online store, featuring ODOP and GI handicrafts for institutional procurement and gift items.(Representing AI image) |
A Salute to Local Craft: How Indian Railways’ Adoption of the ‘Aabhar’ Online Store is Empowering Artisans and Driving Inclusive Growth
- Dr.Sanjaykumar pawar
Table of Contents
- Introduction: Crafting a New Market for India’s Artisans
- The Policy Canvas: ODOP, GI Tags & the ‘Vocal for Local’ Push
- The Railway‑Linkage: How Indian Railways (IR) Joins the Movement
- Meet the Platform: Aabhar Online Store & Government e‑Marketplace (GeM)
- Data, Trends & Early Impacts: What the Numbers Suggest
- Challenges & Critical Analysis: Not All That Glitters Is Gold
- Strategic Insights & Opinion: Why This Matters, and What Should Happen Next
- FAQs
- Conclusion
- References
1. Introduction: Crafting a New Market for India’s Artisans
India’s rich cultural heritage thrives in the hands of its artisans — the weavers of Banaras, the potters of Khurja, the tribal craftspersons of Bastar, and countless others who have kept traditional skills alive for generations. Yet, despite their unmatched artistry, many of these local creators struggle for sustainable income and market visibility. In a landmark move, Indian Railways has stepped forward to change this narrative by supporting the newly launched ‘Aabhar’ online store, hosted on the Government e-Marketplace (GeM).
This forward-looking initiative aligns perfectly with India’s Vocal for Local and Atmanirbhar Bharat missions. Through Aabhar, Indian Railways is set to source a wide range of gift items, handlooms, handicrafts, and artisanal products made by indigenous tribes, rural entrepreneurs, and women-led enterprises. Each product carries the authenticity of One District One Product (ODOP) and Geographical Indication (GI) tags, ensuring both quality and cultural value.
The core objective is to create sustainable market access for local artisans while integrating traditional craftsmanship into institutional procurement—a space historically dominated by industrial goods. By featuring these products in official railway events, functions, and corporate gifting, the initiative helps transform artisans from local vendors into national suppliers.
This initiative isn’t merely about buying local—it’s about building inclusion, preserving heritage, and driving equitable growth. It demonstrates how government organizations like Indian Railways can leverage their vast purchasing power to empower small producers and showcase India’s cultural diversity.
In this article, we’ll explore what the Aabhar initiative entails, why it matters for India’s artisan economy, and how it could become a model for sustainable procurement and rural empowerment. Together, these efforts weave a new story of progress—one where tradition meets opportunity.
2. The Policy Canvas: ODOP, GI Tags & the ‘Vocal for Local’ Push
India’s craft and handloom sector stands at the crossroads of tradition and transformation. Behind every woven saree, carved artifact, or hand-painted fabric lies a story of heritage and local identity. Yet, the true challenge lies in connecting these local treasures to modern markets. The Aabhar online store, supported by Indian Railways and hosted on the Government e-Marketplace (GeM), acts as a bridge—translating local craftsmanship into national visibility. This effort doesn’t exist in isolation; it sits on a strong policy foundation shaped by four complementary pillars: One District One Product (ODOP), Geographical Indications (GI), Vocal for Local, and Public Procurement Reform.
2.1 One District One Product (ODOP)
The One District One Product (ODOP) initiative is the government’s flagship program to unlock the economic potential of every district by identifying and promoting one unique product that reflects its local skill, heritage, or natural resource. Whether it’s Channapatna toys from Karnataka, Kandangi sarees from Tamil Nadu, or Madhubani paintings from Bihar, each district’s craft tells a story of innovation and tradition.
The logic is simple yet powerful—by focusing resources, design support, branding, and marketing on one key product per district, the initiative helps build scale, recognition, and competitiveness. According to the Ministry of Commerce & Industry, ODOP aims to strengthen local value chains and create sustainable employment within rural economies.
The Aabhar online store directly integrates ODOP products into its catalogue, allowing government institutions like Indian Railways to procure authentic, district-specific handicrafts and handloom goods. This digital exposure offers artisans an unprecedented reach—transforming what was once a regional specialty into a national showcase.
In essence, ODOP provides the supply-side backbone of the Aabhar initiative, ensuring that local artisans have both recognition and the opportunity to scale.
2.2 Geographical Indication (GI) Tags
Closely complementing ODOP, Geographical Indication (GI) tags act as the identity badge of authenticity for India’s traditional products. A GI tag certifies that a particular product possesses qualities or a reputation attributable to its geographical origin—think of Darjeeling Tea, Banarasi Sarees, or Kutch Embroidery.
As per the Geographical Indications of Goods (Registration and Protection) Act, 1999, GI registration offers legal protection against imitation, helping artisans maintain quality and earn fair prices. There are currently over 400 GI-tagged products in India (as per DPIIT, Government of India).
The Aabhar collection proudly features several of these GI-tagged items, offering buyers not just gifts, but symbols of India’s living heritage. For example, a GI-certified brass artifact or a hand-woven GI-tagged silk scarf carries both cultural value and traceable authenticity.
By promoting GI products through official procurement, Indian Railways and GeM elevate the market value of traditional goods while helping preserve endangered crafts. It transforms the GI system from a symbolic certificate into a functional economic asset—a vital move toward heritage-based industrial growth.
2.3 “Vocal for Local” Vision
The “Vocal for Local” campaign, first articulated by Prime Minister Narendra Modi during the Atmanirbhar Bharat Abhiyan, aims to encourage consumers and institutions to choose domestically made goods. It’s more than a slogan—it’s a shift in mindset from being passive consumers to becoming active promoters of Indian craftsmanship.
Through the Aabhar initiative, this vision gains practical expression. Indian Railways, one of the nation’s largest public sector entities, is leading by example by sourcing ODOP and GI-certified products for official ceremonies, events, and gifts. This not only reduces dependence on imported merchandise but also builds confidence in India’s own creative industries.
The Vocal for Local push has far-reaching economic implications—it strengthens micro, small, and medium enterprises (MSMEs), encourages women-led enterprises, and builds pride in Indian craftsmanship. By institutionalizing the purchase of local products, Aabhar translates this patriotic vision into measurable impact on artisan livelihoods.
2.4 Public Procurement as a Lever
Perhaps the most transformative element of this ecosystem is public procurement. Traditionally, government purchases were viewed purely as administrative expenditures. However, through platforms like Government e-Marketplace (GeM), procurement is evolving into a strategic development tool.
The Aabhar online store, launched officially on 11 July 2024, demonstrates how targeted procurement can generate demand for local artisans. According to the Commerce Ministry’s Annual Report (2024-25), the collection features over 120 hand-crafted items from Central Cottage Industries Emporium (CCIE), Khadi and Village Industries Commission (KVIC), and various state handloom and handicraft boards. These items range from artisanal décor pieces to corporate gift hampers priced between ₹500 and ₹25,000—tailored for government buyers.
By channelling even a small fraction of government procurement budgets into locally produced goods, the state can create steady, scalable demand without relying solely on subsidies or grants. This model—demand creation through institutional procurement—offers artisans financial stability and long-term growth.
When Indian Railways purchases a GI-tagged brass idol or a handloom gift set from Aabhar, it’s not just buying a product—it’s investing in livelihoods, reviving heritage, and fueling rural economies.
Together, these four policy threads—ODOP, GI tagging, Vocal for Local, and Public Procurement through GeM—form a robust ecosystem. ODOP nurtures unique products, GI ensures authenticity, Vocal for Local drives awareness, and public procurement generates sustainable demand.
The result is a cohesive framework where local artisans are not left behind but are woven into the fabric of national economic progress. The next step lies in how effectively these policies are operationalized—something Indian Railways’ engagement with the Aabhar initiative is now beginning to demonstrate.
3. The Railway‑Linkage: How Indian Railways Joins the Movement
Indian Railways has always been more than a transport network—it’s a lifeline connecting India’s people, culture, and commerce. Now, through its association with Aabhar, it becomes a key player in the country’s growing movement to promote local crafts, handmade products, and sustainable procurement. This partnership represents how one of India’s largest institutions can directly empower artisans and small enterprises, linking heritage craftsmanship with modern platforms and institutional demand.
3.1 Why Indian Railways?
Few organizations in the world match the scale and reach of Indian Railways. With over 12,000 trains operating daily, more than 7,000 stations, and millions of passengers every single day, the railways are not just a service provider—they are a national ecosystem. Beyond passenger operations, Indian Railways is also one of the country’s largest institutional buyers, responsible for vast and diverse procurement—ranging from uniforms and furnishings to event gifts and office supplies.
This makes Indian Railways a natural ally for initiatives like Aabhar, which promote authentic Indian crafts and locally made products. When an institution of this magnitude decides to patronize local artisans, the impact goes far beyond symbolic support—it opens up a sustainable market. Through its partnership with Aabhar, Indian Railways channels its massive buying power into India’s local economies, aligning its procurement with the “Vocal for Local” and Atmanirbhar Bharat (self-reliant India) missions.
By integrating Aabhar into its procurement processes, Indian Railways not only diversifies its sourcing but also reinforces the message that public institutions can drive real change through mindful purchasing.
3.2 The Linkage: Aabhar & Railways
As officially reported, “The Indian Railways will patronise the newly launched Aabhar online store, which offers a range of gift items and hampers for use in official events, ceremonies, and functions.”
What makes this initiative unique is that the gift items available on Aabhar are sourced exclusively from certified institutions such as the Khadi and Village Industries Commission (KVIC), Central Cottage Industries Emporium (CCIE), and various state handloom and handicraft emporiums. These are the very foundations of India’s traditional and village industries.
This means every item purchased through the Aabhar platform not only supports an artisan or craftsperson but also contributes to the preservation of indigenous skills and cultural heritage. The collaboration thus goes beyond commerce—it becomes a socio-economic movement, connecting artisans directly with one of the largest institutional consumers in the country.
For Indian Railways, this partnership also enhances its brand image as a socially responsible organisation, leading by example in sustainable and ethical procurement.
3.3 Complementing On-Ground Schemes: OSOP
The One Station One Product (OSOP) scheme, launched by Indian Railways, already showcases local and regional products at railway stations across India. These OSOP stalls provide travellers direct access to unique, locally made products, while artisans gain footfall, visibility, and immediate sales.
The Aabhar initiative complements this effort in the digital and institutional procurement space. While OSOP provides a physical sales platform for artisans, Aabhar facilitates official and bulk purchases of ODOP (One District One Product) and GI (Geographical Indication) products. Together, these initiatives create a seamless system—OSOP for public visibility, and Aabhar for institutional support.
In essence, Aabhar acts as the digital extension of the OSOP model, ensuring that India’s local products are not only displayed at stations but also find a consistent demand stream from government departments and large institutions like Indian Railways.
3.4 Strategic Advantage
The linkage between Aabhar, Indian Railways, and artisans brings multiple strategic benefits:
- Scale and reach: With the vast railway network and its massive procurement requirements, artisans gain reliable, recurring buyers rather than sporadic customers.
- Stable demand: Products chosen for official events and ceremonies ensure predictable demand cycles, helping artisans plan and scale sustainably.
- Authenticity and identity: Emphasis on ODOP and GI-tagged products highlights the origin, craftsmanship, and cultural value of each item—making every purchase more meaningful than a standard corporate gift.
- Integration with GeM platform: When combined with the Government e-Marketplace (GeM), the system becomes transparent, scalable, and easily accessible to suppliers across India.
Ultimately, the Railway-Aabhar connection is more than a procurement initiative—it’s a market access pathway for thousands of artisans. It transforms India’s rich heritage crafts into living, thriving enterprises, linking traditional artisanship with modern institutional demand.
In doing so, Indian Railways not only strengthens its role as the nation’s connector of people and places but also as a connector of opportunity, heritage, and self-reliance.
4. Meet the Platform: Aabhar Online Store & GeM
4.1 What is Aabhar?
The Aabhar Online Store is a unique digital initiative designed to celebrate India’s craftsmanship and local enterprise. Hosted on the Government e-Marketplace (GeM) portal, Aabhar is a curated collection of exquisite gift items and hampers that reflect India’s cultural richness. The store brings together a wide range of handcrafted products sourced from local artisans, One District One Product (ODOP) clusters, and Geographical Indication (GI) categories.
Launched on 11 July 2024 by the Ministry of Commerce and Industry, Aabhar began with over 120 exclusive items and has since grown to feature more than 150 products. Each product showcases India’s regional diversity—from intricate handlooms and handicrafts to traditional wellness and eco-friendly goods.
The name “Aabhar” itself means gratitude, symbolizing appreciation for the craftsmanship and effort of India’s artisans. The platform offers institutional buyers—such as ministries, PSUs, and government departments—a refined way to source meaningful, locally made gifts for official events and ceremonies.
By placing handmade and ODOP products in front of large-scale institutional buyers, Aabhar ensures that artisans receive sustained demand, fair market value, and nationwide recognition. It is not merely an online store but a bridge connecting local creativity to national procurement systems.
4.2 What is GeM?
The Government e-Marketplace (GeM) is India’s official public procurement portal, launched in August 2016 by the Government of India. Managed by the Ministry of Commerce and Industry, GeM serves as a one-stop platform for central and state ministries, government departments, and public sector undertakings (PSUs) to procure goods and services online.
The core vision of GeM is to ensure transparency, efficiency, and inclusiveness in government procurement. It replaces traditional, often manual tendering systems with a fully digital, paperless process. Through GeM, registered sellers and service providers can reach verified government buyers, ensuring fair competition and better pricing.
Over the years, GeM has become one of the largest e-procurement ecosystems in the world, featuring lakhs of sellers and buyers. The integration of Aabhar within GeM adds a cultural and social dimension to the platform—promoting indigenous products while fulfilling government procurement needs.
4.3 How the System Works
The Aabhar + GeM ecosystem is a well-structured digital supply chain connecting artisans directly to institutional buyers. Here’s how it functions:
- Production by Artisans: Local artisans, handloom clusters, and self-help groups create authentic ODOP and GI-tagged products—ranging from handicrafts and textiles to home décor and organic products.
- Channelization through Emporiums: These goods are sold through recognized government-supported emporiums and agencies such as the Central Cottage Industries Emporium (CCIE) and Khadi and Village Industries Commission (KVIC).
- Curation on Aabhar Store: The most exquisite and gift-worthy items are selected and showcased under the Aabhar Collection on the GeM portal.
- Procurement by Institutions: Institutional buyers—such as Indian Railways, ministries, or public sector enterprises—can browse the Aabhar store, select products, and purchase them online for official gifting or ceremonial use.
This digital mechanism not only ensures authenticity and quality but also provides artisans with consistent market access, digital visibility, and institutional support.
4.4 Why It Matters
The Aabhar Online Store marks a significant shift in how India supports its artisan economy. Instead of relying solely on subsidies, exhibitions, or trade fairs, the initiative taps into institutional demand—a far more sustainable growth engine.
By connecting artisans directly with large government buyers, Aabhar helps eliminate middlemen and ensures that traditional craftspeople benefit from real, recurring orders. This approach fosters inclusive growth, empowering rural artisans, women’s collectives, and small producers across India.
Moreover, the platform digitizes the entire process—offering ease of discovery, secure payments, and transparent transactions. It complements the broader “Vocal for Local” and Atmanirbhar Bharat missions, promoting self-reliance and pride in Indian craftsmanship.
In essence, Aabhar + GeM + Indian Railways represent a powerful triad—where craft meets technology, tradition meets innovation, and local creativity meets national visibility. Together, they redefine how public procurement can be both efficient and empowering, turning every official purchase into a gesture of gratitude toward India’s artisans.
5. Data, Trends & Early Impacts: What the Numbers Suggest
5.1 OSOP Scheme Data (Railway-Side)
While data specific to the Aabhar initiative are still emerging, the One Station One Product (OSOP) scheme provides a useful benchmark for understanding potential reach and scale. The OSOP model—launched by the Ministry of Railways—aims to promote local crafts and indigenous products through small outlets at railway stations, giving artisans direct access to a massive commuter base.
As of 9 November 2023, official records indicated 1,134 operational OSOP outlets functioning across 1,037 railway stations in 27 Indian states. The impact on livelihoods was notable, with around 39,847 direct beneficiaries and 143,232 indirect beneficiaries. Total sales from these outlets had already touched approximately ₹49.58 crore, demonstrating steady traction within just months of scaling up.
By 30 June 2025, Parliamentary data revealed an even stronger growth trajectory: OSOP had been implemented at 1,984 stations with 2,297 operational outlets nationwide. This near-doubling within 18 months highlights both demand from passengers and the expanding network of participating artisans and entrepreneurs.
Such figures suggest that railway-based platforms can become powerful conduits for rural and regional products—an insight that directly informs the outlook for the Aabhar initiative.
5.2 Aabhar / GeM Data
The Aabhar collection, launched on 11 July 2024 by the Ministry of Commerce, represents a curated selection of hand-crafted gifts available through the Government e-Marketplace (GeM). Initially featuring over 120 artisanal items, the range combines traditional craftsmanship with contemporary aesthetics, aimed primarily at institutional and government buyers.
Products are priced between ₹500 and ₹25,000, catering to varied budgets—from small tokens of appreciation to high-value ceremonial gifts. As of late 2024, the collection had expanded to more than 150 unique items, reflecting growing participation from regional craftspeople and state emporiums.
Through the GeM portal, Aabhar bridges the gap between artisans and government procurement processes, creating an accessible digital marketplace for authentic, made-in-India products.
5.3 Implications for Artisans & Livelihoods
The experiences of the OSOP scheme offer valuable insights into the likely impact of Aabhar. OSOP has already enhanced visibility, income, and connectivity for thousands of artisans by allowing them to sell directly at railway stations—spaces that witness millions of daily footfalls.
In contrast, Aabhar operates within the institutional procurement ecosystem. Its focus on gift items, ceremonial hampers, and premium handcrafted goods opens up a different market segment—one that is potentially higher-value and more consistent. By integrating into GeM, Aabhar ensures that ministries, PSUs, and government offices can source locally made, heritage-rich gifts directly from verified artisans.
The premium pricing of certain Aabhar items—reaching up to ₹25,000—also signals that institutional buyers are willing to pay more for authenticity, craftsmanship, and cultural heritage, translating into better margins for artisans.
5.4 Analytical Notes
While OSOP’s cumulative sales of ₹49.58 crore might seem modest for a country of India’s scale, the growth trend is decisively upward. With nearly 2,300 OSOP outlets now active, the model’s footprint continues to widen. The key takeaway is scalability: small beginnings have evolved into a structured, nationwide program.
For Aabhar, the integration into digital procurement (via GeM) adds a powerful multiplier effect. When large public institutions like Indian Railways or central ministries adopt Aabhar products for official gifting, volume demand could rise significantly. Unlike sporadic consumer purchases, institutional procurement has the potential to deliver consistent, bulk-order revenue streams.
Moreover, the digital architecture of GeM minimizes geographic barriers—allowing artisans from remote regions to list their products through state emporiums and reach large buyers anywhere in India. This connectivity ensures that even small clusters of traditional artisans can participate in formal markets.
5.5 Caveats
Despite these encouraging trends, several caveats remain. Detailed data specific to Aabhar—such as total sales, artisan participation, and revenue distribution—are not yet publicly available. Institutional procurement, by nature, involves longer decision cycles and may take time to reflect measurable outcomes.
Additionally, simply listing on GeM does not guarantee immediate sales; visibility, buyer awareness, and procurement incentives play crucial roles in driving adoption. Awareness campaigns, catalog visibility, and product certification will therefore be key to sustaining momentum.
Even with these limitations, the early indicators are positive. Both OSOP and Aabhar illustrate India’s evolving approach to linking heritage crafts with modern marketplaces—from railway platforms to digital procurement systems. Together, they mark a meaningful step toward inclusive economic growth, empowering artisans while preserving the country’s rich craft traditions.
6. Challenges & Critical Analysis: Not All That Glitters Is Gold
The Aabhar initiative marks a commendable step toward integrating India’s traditional crafts and handmade sectors with mainstream institutional procurement. Yet, translating this vision into measurable impact requires more than good intentions. Several operational, structural, and systemic challenges must be addressed to ensure that the benefits truly reach artisans at the grassroots. The following sections critically examine the key hurdles that may hinder the full realization of Aabhar’s promise.
6.1 Supply‐Side Bottlenecks
One of the most pressing challenges lies on the supply side. Many artisans and small craft clusters—especially those from rural or semi-urban regions—are ill-equipped to handle large institutional orders. These limitations are not merely about production capacity; they extend to maintaining quality consistency, adhering to packaging standards, and managing logistics efficiently.
Heritage craft sectors often operate with traditional tools, processes, and production cycles that may not align with modern procurement requirements. Delays in delivery, lack of uniformity in product batches, and insufficient packaging infrastructure can discourage bulk buyers. Moreover, issues such as limited access to modern design innovation, absence of professional management practices, and outdated machinery compound these bottlenecks.
Unless these systemic issues are addressed through targeted capacity building, design upgradation, and technology integration, the supply side will struggle to keep pace with institutional demand, restricting Aabhar’s scalability and credibility.
6.2 Demand-Side Constraints
On the demand front, the challenges are equally complex. Institutional procurement in India—particularly by government bodies like the Indian Railways, ministries, and PSUs—is governed by rigid procedures and compliance norms. These include strict standards related to quality assurance, timely delivery, tax registration, and digital invoicing.
For small artisans or cooperatives lacking formal certification or GST registration, these requirements can become significant barriers. Even with Aabhar’s facilitation, buyers may prefer low-risk, mainstream suppliers who can guarantee bulk supply and prompt service.
While initiatives like Aabhar encourage institutions to source locally made, craft-based products, the translation of intent into actual procurement orders remains a challenge. Unless ministries and departments are incentivised or mandated to prioritize local craft products, the risk is that artisans remain listed on platforms without receiving substantial business.
6.3 Visibility & Marketing
Aabhar and its integration with Government e-Marketplace (GeM) offer a digital window for artisans to showcase their products. However, the mere presence of listings does not guarantee sales. Many potential institutional buyers, railway divisions, or event planners are still unaware of Aabhar’s offerings. Without strategic marketing, buyer engagement workshops, or curated catalogues, the platform risks becoming underutilized.
Furthermore, the focus so far has been on gift items and hampers, which represent only a small fraction of the possible procurement categories. Expanding into broader verticals such as handloom uniforms, décor materials for stations, office supplies, or eco-friendly utilities could significantly enhance impact. To achieve this, sustained promotion, targeted outreach, and collaborative marketing efforts are essential.
6.4 Regional Disparities & Equity
The benefits of initiatives like Aabhar are not evenly distributed across India. One District One Product (ODOP) and Geographical Indication (GI) products are concentrated in select districts with strong heritage clusters—Varanasi, Kanchipuram, Moradabad, or Jaipur, for instance. Regions without such established clusters or lacking organized artisan groups may be left behind, deepening regional inequalities.
Additionally, many marginalized artisans, especially women and tribal communities, may not have the skills or digital literacy needed for listing their products on online platforms. They require targeted capacity-building support in packaging, branding, and e-commerce skills to compete effectively. Without this inclusivity focus, Aabhar risks empowering already organized clusters while excluding those at the periphery.
6.5 Sustainability & Volume
While the Aabhar initiative can generate immediate visibility and one-time orders—especially during festive seasons or corporate events—true transformation requires sustained and repeat orders. A one-off gift procurement drive, though valuable for publicity, does little to provide steady income for artisans.
Mechanisms must be created to ensure long-term procurement partnerships, perhaps through annual supply contracts, revolving orders, or recurring departmental requirements. Only then can the initiative shift from being symbolic to truly sustainable. Continuous demand is essential not just for income stability but also for artisans’ confidence in modern market systems.
6.6 Pricing and Value Margin
The price range of ₹500 to ₹25,000 for Aabhar products suggests a premium market positioning, but this raises an important question—who benefits most from this pricing?
In many traditional supply chains, middlemen or emporiums often capture the majority of value, leaving artisans with minimal margins. For Aabhar to remain true to its inclusive intent, it must ensure that fair trade principles are integrated into pricing mechanisms. Transparent cost breakdowns, direct-to-artisan payment systems, and cooperative ownership models can help ensure artisans receive their rightful share of the value.
Moreover, buyers need to be educated about the value of craftsmanship and cultural heritage, so they appreciate the price beyond mere product utility. This narrative shift—from “expensive handicraft” to “valuable heritage investment”—is essential for market sustainability.
6.7 Monitoring & Impact Measurement
Finally, robust monitoring and evaluation (M&E) frameworks are critical for understanding whether Aabhar is achieving its goals. Current data from pilot programs and OSOP initiatives provide preliminary insights but lack comprehensive metrics.
Key indicators such as the number of artisans onboarded, income growth, regional participation, gender inclusion, and repeat orders should be systematically tracked. Transparent reporting will not only build trust among stakeholders but also help policymakers identify areas for improvement.
Without measurable outcomes, even well-intentioned schemes risk losing momentum. Therefore, integrating digital dashboards and third-party evaluations into Aabhar’s operational model would significantly enhance accountability and long-term credibility.
In summary, while the Aabhar initiative represents a visionary step toward promoting India’s artisanal economy through institutional procurement, its true realization depends on addressing deep-rooted challenges. Supply-chain readiness, buyer awareness, equitable participation, fair pricing, and transparent monitoring are not just complementary aspects—they are essential pillars.
By tackling these issues with sustained policy support and stakeholder collaboration, Aabhar can transform from a symbolic program into a scalable, sustainable model that genuinely empowers artisans and enriches India’s cultural and economic fabric.
7. Strategic Insights & Opinion: Why This Matters, and What Should Happen Next
7.1 Why This Matters
- Inclusive Growth: India’s craft and handloom sector employs millions, especially in rural regions. By opening institutional procurement channels, the government can help these artisans move from subsistence to scale.
- Heritage Preservation: ODOP and GI products often carry cultural and craft heritage. Initiatives like Aabhar help preserve these skills by making them economically viable.
- Green & Local Economy: Local production reduces transport, supports regional economies, and aligns with sustainable development goals of livelihood and local value creation.
- Procurement Innovation: Using public procurement (railways) to drive local economic development is smart policy: the buyer side becomes part of the economic development strategy.
7.2 What Should Happen Next
- Capacity Building: The government (central/state) and institutions like KVIC, CCIE must invest in artisan clusters’ capacity—quality certification, packaging, logistics, e‑listing, digital skills.
- Buyer Awareness & Incentives: Indian Railways and other institutions must build buyer awareness of Aabhar/ODOP/GI products and possibly include procurement quotas or incentives to buy from these platforms.
- Expand Beyond Gift Items: While gift‑item procurement is a starting point, institutions can widen the scope: handlooms for station décor, uniforms, local processed foods for station kiosks, etc.
- Ensure Fair Value to Artisans: The value chain should be transparent—what share of sale value reaches the artisan, what are deducted by intermediaries? Policies may enforce fair margins.
- Geographic Inclusivity: Ensure ODOP clusters and GI recognition are expanded to underserved districts, so benefits of the platform are widely distributed.
- Data & Monitoring Framework: Robust metrics—number of artisans onboarded, sales volumes via Aabhar, repeat orders, artisan income increases—should be institutionalised, possibly via GeM dashboards or railway reports.
- Linkage with OSOP and Station Redevelopment: Physical stations (via OSOP outlets) and digital platforms (Aabhar) together provide dual channels. Indian Railways station redevelopment efforts (mentioned in other policy circles) can integrate local craft kiosks, decor, retail outlets of local craft.
7.3 My Opinion
I believe the launch of Aabhar and the railway endorsement is a strategically astute move. It shifts local craft from the fringe (often dependent on fairs, festivals) to the mainstream institutional procurement ecosystem. If executed well, it could become a model for other large government institutions. That said, I remain cautious: as with many well‑intentioned schemes, execution will determine long‑term impact. The difference between listing and sustained orders, between visibility and scalable incomes, is critical. If the government and railway leadership continue to treat this not as a one‑time PR exercise but as a sustained procurement policy with built‑in support for artisans, then this could very well become a landmark initiative in the “Vocal for Local” journey.
8. FAQs
Q1. What exactly is the Aabhar online store?
The Aabhar collection is a curated online store on the Government e‑Marketplace (GeM) portal that features gift items and hampers made by indigenous tribes, handloom weavers and local artisans under ODOP/GI eligibility.
Q2. Why is the Indian Railways involved? Does it mean I’ll see Aabhar products at stations?
The Indian Railways has committed to patronise the Aabhar store for its official procurement—i.e., items for events, ceremonies, functions. While station‑retail of Aabhar may not yet be universal, the link situates large institutional demand behind the platform.
Q3. How does this differ from the One Station One Product (OSOP) scheme?
OSOP is a physical retail initiative by Indian Railways to allocate outlets at stations for local/indigenous products. Aabhar is a digital procurement initiative via GeM for institutional buyers. They are complementary.
Q4. Which artisans or clusters can participate?
Products under ODOP and GI tags are eligible; they are sourced via recognised emporiums such as CCIE, KVIC and state handloom/handicraft emporiums. The precise eligibility criteria would be as defined by GeM/Aabhar guidelines.
Q5. How will this improve artisan incomes?
By providing a stable institutional demand channel (government procurement), increasing visibility (listing on GeM and use by large institutions like Indian Railways), and enabling access to new markets (beyond local retail). Over time, if capacity is built and orders scale, incomes can improve. But results will depend on execution.
Q6. What are the risks or challenges?
Challenges include supply‑side readiness (capacity, quality), institutional buyer awareness, ensuring fair value to artisans, ensuring geographic spread and sustaining orders beyond one‑time purchases.
Q7. How can an artisan apply or list their product on Aabhar?
While specific steps aren’t fully detailed publicly, typically artisans need to be registered (for example via MSME/Udyam portal), linked to recognised emporiums (CCIE, KVIC) and listed on GeM under the Aabhar collection. It would be wise for clusters to reach out to the respective state handloom/handicraft boards or emporiums for onboarding.
10. Conclusion
The move by Indian Railways to patronise the Aabhar online store marks a noteworthy pivot in how public procurement can be leveraged as a tool for inclusive development, linking heritage craft and local artisans to institutional demand. By bringing together the ODOP/GI identity of local products, the digital platform of GeM, and the scale of Indian Railways as institutional buyer, the scheme has the potential to shift the needle from ad‑hoc craft sales to structured, institutional demand and therefore more predictable incomes for artisans.
Yet, to realise the promise, the execution must be rigorous: capacity building of artisans, sustained procurement orders, monitoring of impact, ensuring fair value distribution, and scaling across geographies. If these are addressed, the Aabhar initiative may well become a blueprint for how large public procurers can play a role in “Vocal for Local” and local economic empowerment.
In sum: the craft and the local artisan now have a seat at one of India’s largest institutional tables. Whether this turns into a banquet of livelihood growth will depend on the depth and continuity of engagement.
Let’s hope that many weavers, tribal artisans and craft clusters find this platform a meaningful path forward, and that the heritage of craft becomes not just celebrated, but economically sustained.
References
- “The Aabhar Collection – Key Facts, Latest News” (Vajiram & Ravi) https://vajiramandravi.com/current-affairs/the-aabhar-collection/
- “Aabhar Online Store: Indian Railways Promotes Local Artisans and Handicrafts via GeM” (InsightsOnIndia) https://www.insightsonindia.com/2025/11/01/aabhar-online-store/
- “Explainer – ‘One Station One Product’ (OSOP) scheme” (Manorama Yearbook) https://www.manoramayearbook.in/current-affairs/india/2023/12/07/one-station-one-product-scheme.html
- Parliamentary Questions / Lok Sabha replies (Ministry of Railways) – Annexures on OSOP scheme implementation. https://sansad.in/getFile/annex/268/AU765_2vl9gC.pdf
- Commerce & Industry Annual Report 2024‑25 (Government of India) – mentions Aabhar collection launch 11 July 2024 etc. https://www.commerce.gov.in/wp-content/uploads/2025/08/Commerce_AR-2024-25-English-1.pdf
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