Vishwakarma artisans get e-commerce boost via amazon tie-up

In a major push to expand digital market access for traditional artisans, the Ministry of Micro, Small and Medium Enterprises (MSME) on Friday signed a Memorandum of Understanding (MoU) with Amazon Seller Services Private Ltd. The agreement aims to onboard artisans enrolled under the PM Vishwakarma Scheme onto Amazon’s online marketplace, significantly enhancing their product visibility and customer reach across India.

The MoU was formalised at Nirman Bhawan, New Delhi, between the Office of the Development Commissioner (MSME) and representatives from Amazon.

Launched on September 17, 2023, the PM Vishwakarma Scheme provides comprehensive support to artisans practicing age-old trades under the guru-shishya tradition. The scheme focuses on improving product quality through skilling and modern toolkits, enabling access to credit, and expanding market opportunities for craftsmen engaged in carpentry, pottery, metalsmithing, goldsmithing, sculpture, tailoring, locksmithing, coir and basket making, toy and doll crafting, garland making, cobbler work and other traditional vocations.

To strengthen financial support for the community, the government has already approved over 4.7 lakh loans worth ₹41,188 crore for artisans under the scheme, reflecting a substantial investment in traditional trades and micro-enterprise growth.

Under the newly signed partnership, Amazon will facilitate the onboarding of eligible Vishwakarma artisans onto its e-commerce platform, helping them access wider markets. The Ministry of MSME will extend support in securing required approvals, registrations and clearances from relevant authorities.

The collaboration will also strengthen the presence of handmade Indian products through Amazon’s ‘Karigar’ programme, which promotes the country’s rich handicraft heritage and drives the digital inclusion of artisans.

Officials said the initiative marks an important step toward empowering grassroots artisans and expanding the reach of traditional crafts across national and global markets. It aligns with the government’s broader vision of Viksit Bharat and Atmanirbhar Bharat .

Artisans benefitting from the PM Vishwakarma scheme also showcased their products at the Amazon Smbhav Summit 2025 held on December 10 in New Delhi. The summit provided a platform for potential sellers to understand the scheme and explore avenues for collaboration with Vishwakarma artisans.