New Delhi: In a major initiative to strengthen digital market access for PM Vishwakarma Artisans, the Ministry of Micro, Small and Medium Enterprises (MSME) has signed a Memorandum of Understanding (MoU) with Amazon Seller Services Private Limited.
The collaboration is aimed at enabling artisans enrolled under the PM Vishwakarma Scheme to access online marketplaces, enhance product visibility, and expand their customer base across India.
The MoU was signed between the Office of the Development Commissioner (MSME) and representatives of Amazon at Nirman Bhawan, New Delhi.
PM Vishwakarma Artisans to Gain Digital Market Access
The PM Vishwakarma Scheme, launched on 17 September 2023, provides comprehensive support to traditional artisans by improving product quality through skill development, modern toolkits, market linkage, and access to credit.
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The scheme focuses on preserving and strengthening traditional skills passed down through generations under the guru-shishya parampara, while integrating artisans into modern value chains.
Under the MoU, Amazon will work closely with the Ministry of MSME to support PM Vishwakarma Artisans engaged in various traditional trades, including carpentry, pottery, metalsmithing, goldsmithing, sculpture, tailoring, locksmithing, basket and mat making, coir work, doll and toy making, garland making, cobbler work, and other heritage crafts.
As part of the partnership, Amazon will facilitate the onboarding of eligible Vishwakarma artisans onto its online marketplace. The Ministry of MSME will support artisans by assisting with necessary approvals, registrations, and clearances from relevant departments, in accordance with existing regulations.
The collaboration will also enhance the visibility of handmade and traditional products through Amazon’s Karigar initiative, which is designed to promote India’s handicraft heritage and support the digitization of artisan-led enterprises.
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This initiative marks a significant step towards strengthening the digital presence of PM Vishwakarma Artisans, enabling them to promote and sell their products on national and global platforms.
The partnership aligns with the Government of India’s vision of Viksit Bharat and Atmanirbhar Bharat by empowering traditional artisans, expanding livelihood opportunities, and integrating grassroots craft communities into the formal digital economy.
PM Vishwakarma beneficiaries also participated in a dedicated booth at the Amazon Smbhav Summit 2025, held on 10 December 2025 in New Delhi.
The summit offered sellers an opportunity to learn more about the PM Vishwakarma Scheme and explore ways to collaborate with and support Vishwakarma artisans.
