GeM Goes Local: ‘The AABHAR Collection’ Brings Indigenous Crafts to Govt Procurement
GeM introduces The AABHAR Collection, a digital storefront bringing GI-tagged and ODOP indigenous crafts to government public procurement.
In a major push to integrate traditional artistry with modern governance, the Government e-Marketplace (GeM) has unveiled The AABHAR Collection. This specialized online storefront is designed to showcase a curated selection of gift items and hampers sourced directly from India's regional craft hubs, making them available for public procurement.
Bridging Heritage and Commerce
According to the Ministry of Commerce & Industry, the digital catalogue is not just a shopping portal but a bridge connecting the country's rich cultural heritage with institutional demand. The collection heavily features products aligned with the One District, One Product (ODOP) initiative and items carrying Geographical Indication (GI) tags, ensuring that authentic regional specialties receive the visibility they deserve.
Mihir Kumar, the Chief Executive Officer of GeM, described the launch as a significant milestone. He emphasized that the initiative is designed to highlight the "rich tapestry of Indian heritage and culture" while specifically focusing on empowering underserved seller groups, including weavers, artisans, rural entrepreneurs, and women-led enterprises.
A Network of Emporiums
The AABHAR Collection operates by leveraging a network of Central and State Handicraft and Handloom Emporiums. Currently, the storefront hosts 294 product listings sourced from 10 prominent emporiums, including:
- COTTAGE (Central Cottage Industries Emporium)
- KHADI INDIA (Khadi and Village Industries Commission)
- Garvi Gurjari (Gujarat)
- Himcrafts (Himachal Pradesh)
- Jharcraft (Jharkhand)
- Cauvery (Karnataka)
- Mrignayani (Madhya Pradesh)
- Marhati (Maharashtra)
- Purbashree (North East)
- Poompuhar (Tamil Nadu)
Institutional Gifting with a Purpose
The strategic goal behind this #VocalForLocal storefront is to provide an effective market linkage for the artisanal ecosystem. Ajit B. Chavan, Additional CEO of GeM and In-charge of Social Inclusion, explained that by integrating these artisans into the public procurement landscape, the government can meet its institutional gifting needs while directly supporting local livelihoods.
The variety of products available on the platform is extensive, spanning across:
- Handicrafts and Handlooms
- Artisanal foods and pantry supplies
- Personal care products
These items are intended for use by Ministries, Departments, and public sector undertakings for a wide range of official purposes, such as formal conferences, state events, welcoming foreign delegations, employee recognition, retirement functions, and various festive celebrations.
Expanding the Horizon
The reach of The AABHAR Collection is set to grow even further. Seven additional government organizations and emporiums are currently in the final stages of the onboarding process. This upcoming expansion will include:
- The Coffee Board
- Manjusha and Biswa Bangla (West Bengal)
- Jammu & Kashmir Handloom & Handicrafts Marketing Corporation Ltd.
- Merakai (Nagaland)
- Utkalika (Odisha)
- Panthoibi (Manipur)
Once these entities are fully integrated, public buyers will have access to an even broader array of product categories and a more comprehensive representation of states across India.