Agartala, January 16, 2026: Tripura has positioned itself among the pioneering states in India by rolling out the ‘Marketing Didi Policy’, a new initiative aimed at strengthening market linkages and expanding opportunities for women-led enterprises.

The policy, introduced last month by the Tripura Rural Livelihood Mission (TRLM), seeks to provide self-help group (SHG) members—popularly known as didis—with structured support in brand building, digital outreach, and access to wider consumer markets.

Officials described the move as a milestone in rural women’s empowerment, noting that the framework is designed to bridge the gap between local production and market demand. The key features of the policy focus on developing sustainable brand identities for indigenous products, expanding e-commerce channels to connect rural producers with national and global buyers, and providing training and infrastructure to help women’s collectives compete in modern markets.

The initiative is expected to boost income generation for SHGs while strengthening Tripura’s rural economy through the promotion of local crafts and products. TRLM officials emphasized that by tapping into digital platforms, women entrepreneurs will be able to extend their reach far beyond traditional markets.

State authorities have underscored that the policy reflects Tripura’s commitment to inclusive growth, placing women at the center of grassroots development. By adopting this model, Tripura has set an example for other states to integrate women’s empowerment with structured market access.