India’s public procurement platform, Government e-Marketplace (GeM), is scaling up access for startups, micro and small enterprises (MSEs), and women entrepreneurs through a series of targeted initiatives. These measures aim to improve inclusivity, simplify registration, and reduce financial barriers, enhancing participation in government contracts.
Wider reach through policy reforms and integrations
To support broader seller participation, GeM has introduced dedicated marketplace filters and visual identifiers that distinguish product catalogues by startups, MSMEs, and women-led businesses. This initiative makes it easier for government buyers to identify and support local producers, aligning with the ‘Vocal for Local’ campaign.
Additional efforts include reduced vendor assessment fees for original equipment manufacturers (OEMs), exemptions from caution money, and simplified two-step seller registration via API integration with the Udyam portal. Eight GeM outlet stores have also been launched to offer market linkages for self-help groups, artisans, FPOs, and One District One Product (ODOP) beneficiaries.
Stronger institutional partnerships and outreach
To sustain momentum, the government has signed strategic MoUs with several industry associations, including Laghu Udyog Bharati, SEWA, and FICCI FLO. GeM has also increased visibility through roadshows, exhibitions, and onboarding campaigns at major venues like India Exposition Mart.
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These efforts are complemented by curated success stories and immersive seller onboarding initiatives to encourage engagement from underrepresented groups, especially SC/ST entrepreneurs. Filters now enable direct procurement from these communities in compliance with the Public Procurement Policy for MSEs.
Findings highlight transparency and inclusive growth
A study by IIT Delhi evaluating GeM’s economic and social impact found the platform significantly reduces procurement costs and enhances transparency. Respondents appreciated the ease of doing business, reduced transportation overhead, and simplified advertising.
GeM has become a key driver for inclusive procurement, with notable growth in participation by startups and women entrepreneurs. These developments underscore its expanding role in democratising access to government markets and supporting India’s innovation-led economy.