Blinkit is partnering with the Ministry of Micro, Small and Medium Enterprises (MSME) to bring products made by traditional artisans under the PM Vishwakarma scheme to quick commerce, beginning with a pilot in Bengaluru.
Under the initiative, handcrafted products sourced directly from PM Vishwakarma beneficiaries will be listed on the Blinkit app. The initial assortment will include pottery, dolls, toys, decorative articles and other artisan-made products. The pilot is expected to be expanded to other cities, although the ministry has not disclosed a timeline for the next phase.
The partnership gives artisans access to a digital commerce channel beyond traditional markets. Alongside listing their products, beneficiaries are being guided on aspects such as digital onboarding, order fulfilment, packaging and shipping, according to Eternal, which operates Blinkit.
The move also aligns with the market-linkage component of PM Vishwakarma, which seeks to help traditional craftspeople improve the visibility and reach of their products through marketing support and e-commerce channels.
The government has previously connected beneficiaries with platforms and institutional channels including ONDC, FabIndia, Meesho and the Government e-Marketplace (GeM).
Launched in September 2023, PM Vishwakarma is a Rs 13,000-crore Central Sector Scheme covering artisans and craftspeople working across 18 traditional trades.
As of September 2026, the government said the scheme had reached its target of 30 lakh registered beneficiaries. More than 24.5 lakh beneficiaries had received basic skill training, while over 18.15 lakh modern toolkits had been delivered.
