National Rural Livelihood Promotion Society
National Rural Livelihoods Mission
Ministry of Rural Development
7th Floor, NDCC-II, Jai Singh Road, New Delhi-01
Terms of Reference for expert as -National Mission Manager- Marketing in National Rural Livelihood Promotion Society (NRLPS)
The Government of India is implementing Deendayal Antyodaya Yojana-Aajeevika- National Rural Livelihoods Mission (DAY- NRLM) under the Ministry of Rural Development (MoRD). The mission aims at creating efficient and effective institutional platforms of the rural poor enabling them to increase household income through sustainable livelihoods and improved access to financial and public services. To implement the mission, GoI has constituted National Rural Livelihood Promotion Society (NRLPS) to provide Technic al Assistance to all States and Union Territories. A multidisciplinary professional team, has been constituted in NRLPS. This team consists of senior professionals, experienced consultants and young professionals. The details about DAY-NRLM and its structure can be seen at https://nrlm.lokos.in/
DAY – NRLM is required to provide technical and professional support to the states to establish the Mission societies, implementation architecture and systems and guide them in the implementation and monitor their progress. NRLPS comprises of multidisciplinary team of professionals taken from open market on contractual basis through Management Agency, and requisite support staff to provide wide ranging professional and technical support to the National Rural Livelihoods Mission and the State Rural Livelihoods Missions in the implementation of their Mission Objectives.
As per the current requirement it is proposed to seek services of a suitably qualified person for the position of National Mission Manager-Marketing who will be based in Delhi at the NRLPS office.
The monthly remuneration for the same will be in range of Rs. 1,20,000/- to 2,15,503/- plus travel related reimbursable as per norms.
Educational qualifications and desired skillset required are provided below.
Position/Level Educational qualification required Key competences required
National
Mission
Manager –
Marketing
(Level–1) Post Graduate Degree/Post Graduate Diploma (minimum two years' duration-regular) in Business Administration with specialization in Marketing from a recognized institution of national or international repute.
Essential:
* Minimum 15 years of relevant professional experience.
* Out of the total experience, at least 5 years should be at middle or senior management level in rural livelihoods promotion, enterprise development, market systems development, or related sectors.
Desirable:
Preference will be given to candidates having:
* Experience in designing, implementing, and managing largescale livelihoods or enterprise promotion programmes for rural communities.
* Experience in sales, distribution management, market linkage development, and business expansion.
* Experience in developing sustainable market systems for producer groups, Self-Help Groups (SHGs), producer collectives, cooperatives, or micro and small enterprises.
* Experience of working with government programmes, development organizations, private sector entities, or social enterprises in the rural livelihoods ecosystem.
Key Competencies required :
The candidate should possess:
* Sound knowledge of marketing of rural products and services, including product development, branding, packaging, quality assurance, certification, aggregation models, and market expansion strategies.
* Experience in developing and managing supply chains, logistics systems, and distribution networks for accessing regular and emerging markets.
* Experience in planning, organizing, and managing national and regional fairs, exhibitions, buyer-seller meets, trade events, and retail marketing initiatives for rural products.
* Strong understanding of retail management, institutional sales, public procurement systems, and market linkage mechanisms.
* Knowledge of digital commerce, ecommerce platforms including GeM, omnichannel marketing, social commerce, and technology-enabled market access solutions.
* Strong analytical and data-driven decision-making skills, including use of market intelligence and performance analytics for programme management. * Excellent stakeholder management skills with the ability to coordinate effectively with Ministries, State Governments, SRLMs, private sector entities, industry associations, development partners, and community institutions.
* Strong negotiation, interpersonal, communication, and presentation skills. * Demonstrated problem-solving ability and capacity to work in a dynamic and results-oriented environment.
* Strong understanding of marketing strategy, brand development, product positioning, consumer behaviour, and market penetration approaches.
* Proven capability to conceptualize, manage, monitor, and scale large national-level programmes and initiatives related to rural livelihoods and enterprise promotion.
* Ability to lead teams, mentor professionals, and drive innovation in market access and enterprise development initiatives.
Preferred Additional Experience
* Experience in promoting SHG products under government programmes such as DAY-NRLM.
* Exposure to export promotion, institutional procurement, Geographical Indication (GI) products, One District One Product (ODOP), and rural enterprise ecosystems.
* Experience in leveraging digital tools, AI-enabled market intelligence, and technology platforms for marketing and business development.
Job Description: -
The National Mission Manager (Marketing) shall be responsible for providing strategic leadership and technical support for promotion, branding, market access, and business growth of products and services offered by Self-Help Groups (SHGs), Producer Groups, Producer Enterprises, and other community institutions promoted under DAY-NRLM.
The key responsibilities shall include:
• Develop and implement a comprehensive national marketing strategy for SHG products and services, aligned with the vision and objectives of DAY-NRLM, with a focus on sustainable market access and enterprise growth.
• Undertake market intelligence and demand assessment exercises, including market research, consumer insights, competitor analysis, and trend mapping, to identify high-potential products, sectors, and market opportunities.
• Strengthen the SARAS Aajeevika brand ecosystem by improving product branding, packaging, quality standards, product positioning, storytelling, and visibility across multiple market channels.
• Support rural enterprises in product development and commercialization, including product design refinement, quality assurance systems, standardization, certification, pricing strategies, and value addition for farm and non-farm products.
• Facilitate development of efficient aggregation, supply chain, logistics, and distribution models to enhance market reach and ensure timely delivery of products to institutional and retail buyers.
• Promote market diversification and business expansion through strategic partnerships with wholesalers, distributors, retailers, institutional buyers, corporate entities, export agencies, and other market actors.
• Lead engagement with digital commerce ecosystems, including e-commerce platforms, social commerce channels, online marketplaces, digital marketing platforms, and technology-enabled market access solutions.
• Conceptualize, coordinate, and oversee national and international marketing events, including SARAS Melas, trade fairs, exhibitions, buyer-seller meets, roadshows, product showcases, and promotional campaigns.
• Design and implement integrated marketing communication initiatives, including public relations activities, media outreach, digital campaigns, social media engagement, and promotional strategies to enhance visibility and consumer outreach.
• Build capacities of SHGs, producer collectives, community cadres, and marketing teams through training, mentoring, handholding support, and dissemination of best practices in marketing, enterprise management, financial literacy, and business development.
• Standardize and strengthen the marketing support architecture across National, State, District, and Block levels, including development of cadre structures, operational frameworks, and performance monitoring systems.
• Develop operational guidelines, toolkits, training materials, Standard Operating Procedures
(SOPs), and knowledge resources for effective implementation of marketing interventions under DAY-NRLM.
• Provide technical support to SRLMs and other implementing agencies for planning, execution, monitoring, and scaling of marketing and enterprise promotion initiatives.
• Establish monitoring and evaluation mechanisms for tracking key marketing performance indicators, sales growth, market penetration, buyer engagement, revenue generation, and livelihood outcomes.
• Analyse programme performance using data-driven approaches and recommend corrective measures, innovations, and strategic interventions for improving market outcomes.
• Facilitate convergence and partnerships with Central Ministries, State Governments, public sector organizations, private sector entities, development partners, industry associations, financial institutions, and other stakeholders to strengthen market ecosystems for SHG products and services.
• Promote innovation and adoption of emerging technologies, including digital commerce tools, AI-enabled market intelligence systems, traceability solutions, and other technology platforms that enhance competitiveness and market access.
• Document and disseminate best practices, success stories, case studies, and innovative marketing models for replication and scaling across States.
• Undertake field visits, review missions, stakeholder consultations, and policy advocacy initiatives as required for effective implementation of DAY-NRLM marketing interventions.
• Perform any other duties assigned by the competent authority from time to time, consistent with the responsibilities and level of the position.
Please note the Professionals hired for the National Rural Livelihood Mission (NRLM) will be engaged through a Human Resource Management Agency. The position’s tenure may be extended based on candidate performance and NRLPS requirements. Interested candidates who meet the desired qualifications and skillsets can apply online under carrier section on https://nrlm.lokos.in/ portal along with the updated CV.
Application Deadline: October 11, 2026, by 5.00PM (IST) .