<h1>SonChiraiya Brand&nbsp;</h1> <img src="https://sunyaias-resources.s3.ap-south-1.amazonaws.com/content/5223e0f2-4168-11ec-9884-171ec78830e5.png"> <h2>Context:</h2> <ul><li>Ministry of Housing and Urban Affairs launched ‘SonChiraiya’ (A brand and logo) for&nbsp;the marketing of urban&nbsp;Self-Help Group (SHG) products.</li></ul> <h2>About:</h2> <ul><li>Deendayal Antyodaya Yojana-National Urban Livelihoods Mission (DAY–NULM), under the aegis of MoHUA, has focussed on equipping the urban poor women with adequate skills and opportunities and enabling them to promote sustainable micro-enterprises.&nbsp;</li></ul> <ul><li class="ql-align-justify">This brand and logo were launched in line with the government’s priority area of helping women to become financially empowered and live dignified life.</li></ul> <ul><li class="ql-align-justify">With this logo, the Ministry expects to link many more such SHG members, with a variety of professionally packaged, hand-crafted ethnic products, reaching the doorsteps of the customers globally</li></ul> <ul><li class="ql-align-justify">SonChiraiya initiative&nbsp;will certainly prove as a step towards increased visibility and global access for the products made by urban SHG women.&nbsp;</li></ul>