GeM’s AABHAR Collection Showcases 294 Indigenous Products, Strengthens Market Access for Indian Artisans

The Government e-Marketplace (GeM) is strengthening its efforts to promote India’s traditional handicrafts, handlooms and regional products through The AABHAR Collection, a dedicated digital storefront connecting indigenous producers with government buyers. The initiative currently features 294 product listings from 10 State and Central Handloom and Handicraft Emporiums, bringing traditional Indian craftsmanship into the country’s public procurement ecosystem.

The Ministry of Commerce and Industry highlighted the collection on 26 October 2026, emphasising its role in preserving India’s cultural heritage while expanding market opportunities for artisans, weavers, rural entrepreneurs and women-led enterprises. By integrating products associated with the One District, One Product (ODOP) initiative and Geographical Indication (GI) tags, GeM aims to strengthen institutional demand for distinctive regional products.

Connecting India’s Traditional Crafts with Government Procurement

The AABHAR Collection provides government departments, public sector undertakings and other eligible institutional buyers with a dedicated platform for purchasing culturally significant products. Its catalogue includes curated gifts, hampers, handicrafts, handloom products, artisanal foods, pantry items and personal care products representing different regions of India.

The initiative creates opportunities for government institutions to incorporate indigenous products into official gifting practices. Such products can be purchased for conferences, ceremonial events, visits by foreign delegations, employee recognition programmes, retirement functions, state events and festive occasions. By bringing these purchasing requirements onto GeM, the collection connects institutional procurement with the promotion of traditional crafts and regional enterprises.

Unlike conventional commercial marketplaces, GeM primarily serves the procurement requirements of government buyers. Integrating traditional products into this system provides an additional institutional sales channel for participating emporiums and the producers whose goods they market.

Ten Government Emporiums Represent India’s Diverse Craft Traditions

The collection currently brings together 294 catalogue listings from 10 prominent State and Central Handloom and Handicraft Emporiums. At the national level, participating institutions include COTTAGE, representing the Central Cottage Industries Emporium, and KHADI INDIA, associated with the Khadi and Village Industries Commission.

State-level representation includes Garvi Gurjari from Gujarat, Himcrafts from Himachal Pradesh, Jharcraft from Jharkhand, Cauvery from Karnataka and Mrignayani from Madhya Pradesh. Marhati from Maharashtra, Purbashree representing the northeastern region and Poompuhar from Tamil Nadu complete the present group of participating emporiums.

These institutions collectively provide government buyers with access to products rooted in different cultural, geographical and artisanal traditions. Their participation also creates an organised channel through which traditional craft products can reach government procurement officials beyond their customary regional markets.

The involvement of both national and state emporiums reflects an effort to build a geographically diverse catalogue while retaining connections with established institutions responsible for promoting indigenous crafts and handlooms.

Seven More Organisations Preparing to Join the Collection

GeM has reported that seven additional government emporiums and organisations are at an advanced stage of completing their seller onboarding requirements. Their participation is expected to expand the collection’s regional coverage and introduce additional product categories.

The institutions undergoing onboarding include the Coffee Board, Manjusha and Biswa Bangla from West Bengal, and the Jammu & Kashmir Handloom & Handicrafts Marketing Corporation Limited. Merakai from Nagaland, Utkalika from Odisha and Panthoibi from Manipur are also preparing to join the initiative.

These additions would increase the representation of regional craft traditions, including products from Jammu and Kashmir, eastern India and the northeastern states. The inclusion of the Coffee Board would also broaden the scope of participating institutions beyond conventional handicraft and handloom emporiums.

GeM has described these organisations as being in the final stages of onboarding. Their proposed product catalogues should therefore be distinguished from the 294 listings currently available through the collection.

Promoting ODOP and Geographical Indication Products

An important feature of the AABHAR Collection is its emphasis on products associated with the One District, One Product initiative and India’s Geographical Indication system.

The ODOP initiative promotes products associated with individual districts, helping build recognition for regional specialities and supporting local economic activity. Geographical Indication tags, meanwhile, identify products whose distinctive qualities, reputation or characteristics are linked to a particular geographical origin.

By featuring products associated with these initiatives, the AABHAR Collection creates an additional institutional purchasing opportunity for traditional producers. The approach also encourages government buyers to consider regionally distinctive Indian products when selecting gifts for official functions.

The collection’s emphasis on local products aligns with the broader Vocal for Local initiative, which seeks to strengthen domestic producers and improve the visibility of Indian goods.

Supporting Artisans, Weavers and Women-Led Enterprises

Beyond showcasing cultural products, GeM has positioned the AABHAR Collection as an initiative intended to strengthen economic opportunities for underserved producer groups.

Traditional artisans and small enterprises often depend on regional markets, exhibitions, intermediaries and established distribution networks to reach customers. Participation through government-backed emporiums offers another route to institutional buyers, particularly for producers whose goods are suited to ceremonial gifting and official procurement.

The collection also seeks to support women-led enterprises and rural entrepreneurs involved in traditional production activities. By making curated products accessible through a recognised government procurement platform, GeM aims to connect purchasing demand with enterprises that contribute to local livelihoods.

The significance of this model lies in linking cultural promotion with procurement opportunities. Rather than treating handicrafts solely as heritage products, the initiative presents them as commercially relevant goods within government purchasing systems.

GeM Leadership Highlights Social Inclusion and Market Linkages

GeM Chief Executive Officer Mihir Kumar described the AABHAR Collection as an important initiative for improving the visibility of indigenous arts and crafts while strengthening opportunities for underserved seller groups.

He emphasised that the network of Central and State Handicraft and Handloom Emporiums provides a platform to showcase India’s cultural diversity and connect traditional producers with institutional buyers.

Additional Chief Executive Officer Ajit B. Chavan, who oversees social inclusion at GeM, explained that the concept originated with the launch of the AABHAR Collection in July 2024. The objective was to create stronger market linkages for India’s artisanal ecosystem by integrating traditional producers into the country’s public procurement framework.

Chavan also highlighted the opportunity for ministries, government departments and public sector undertakings to meet their official gifting requirements while supporting indigenous products and local livelihoods.

The current promotional campaign builds upon that original initiative by increasing the visibility of participating emporiums and encouraging eligible government buyers to explore the collection.

Expanding the Role of Public Procurement in Cultural Preservation

The AABHAR Collection illustrates how government procurement can support objectives extending beyond the purchase of routine goods and services. By creating a dedicated marketplace for culturally significant products, GeM is connecting institutional spending with heritage promotion and regional economic participation.

This approach is particularly relevant for traditional handicrafts and handlooms, where continued commercial demand can contribute to the sustainability of specialised production activities. Government procurement provides an additional channel through which regional products can reach institutions across the country.

The initiative also encourages wider recognition of India’s craft traditions among government institutions and visiting international delegations. Official gifts sourced through the collection can reflect India’s geographical diversity, artisanal heritage and indigenous manufacturing capabilities.

As more state emporiums and government organisations complete their onboarding, the collection is expected to offer a broader range of products and improve the geographical representation of India’s traditional industries.

Strengthening Vocal for Local Through Institutional Demand

The expansion of the AABHAR Collection represents another step towards connecting India’s traditional producers with structured institutional markets. Its existing 294 product listings establish a foundation for wider participation, while the seven organisations preparing to join could extend its reach into additional regions and product categories.

The initiative brings together cultural heritage, public procurement and enterprise development within a single digital platform. By encouraging government institutions to source locally produced gifts and ceremonial products, GeM is promoting a practical application of the Vocal for Local approach.

As the collection expands, stronger participation from regional emporiums and continued institutional demand can help increase the commercial visibility of Indian handicrafts, handlooms and other distinctive indigenous products.

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References

1. Press Information Bureau, Ministry of Commerce and Industry, 26 October 2026. GeM Promotes ‘The AABHAR Collection’ to Showcase India’s Cultural Heritage and Support Local Artisans. Release ID: 2328424.
   https://www.pib.gov.in/PressReleseDetailm.aspx?PRID=2328424
2. Government e-Marketplace (GeM) — The AABHAR Collection, official digital storefront.
   https://gem.gov.in/Aabhar

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