Launch of ‘SWAYATT’ and ‘Start-up Runway’ by the Union Minister of Commerce & Industry and Civil Aviation

Circular No.ES/389/2018-19                                                              February 21, 2019

To: Members of the Council

Sub.: Launch of ‘SWAYATT’ and ‘Start-up Runway’ by the Union Minister of Commerce & Industry and Civil Aviation

Dear Member,

To encourage and promote more startups to join the Government eMarketplace (GeM), the Hon’ble Union Minister of Commerce and Industry, Shri Suresh Prabhu launched a Start-up Runway called ‘SWAYATT’ (Startups, Women and Youth Advantage Through eTransactions) on government e-marketplace. In this regard a Press Release dated 19th February, 2019 has been issued by the Ministry of Commerce and Industry.

  • Start-up Runaway is an initiative of GeM in association with Start-up India to help Start-ups that are registered with Start-up India to access the public procurement market of GeM and sell their products and services to government buyers. 

  • GeM is defined as a Government eMarketplace, an online market place for procurement of common use goods and services by government ministries, departments and CPSEs which was setup in 2016. GeM is dynamic, self-sustaining and user friendly portal. It is completely paperless, cashless and system driven e-market place that enables procurement of common use goods and services with minimal human interface.

Advantages of GeM

For Buyers

For Sellers

  • Rich listing of products for individual categories of Goods/Services

  • Direct access to all Government departments.

  • Search, Compare, Select and Buy facility


  • One stop shop for marketing with minimal efforts.

  • Buying Goods and Services online, as and when required

  • One stop shop for bids / reverse auction on products / services

  • Transparent and ease of buying


  • New Product Suggestion facility available to Sellers

  • Continuous vendor rating system


  • Dynamic pricing: Price can be changed based on market conditions

  • User-friendly dash board for Buying and monitoring supplies and payments

  • Seller friendly dashboard for selling and monitoring of supplies and payments

  • Easy Return policy


  • Consistent and uniform purchase procedures

The programme intends to provide an opportunity for startups to reach out to the government buyers by offering their startup products and services through startup runway corner. However, only the Department of Promotion for Industry and Internal Trade (DPIIT) – certified startups will be eligible for the listing.

Start-up Runway will enable Start-ups to conduct market trials with government buyers, seek time-bound feedback and gain realistic product, price comparison and market valuation from potential buyers and investors.

During the launch programme, the Hon’ble Prabhu felicitated a few successful entrepreneurs from Women Self Help Groups, Start-ups and MSMEs in GeM. He also appreciated the achievements of GeM in reaching out and empowering these diverse groups and reiterated the need to support and strengthen such initiatives and enterprises which constitute the backbone of the Indian economy.

CEO GeM, Radha Chauhan claimed that approximately 1,516 Start–ups are presently registered on GeM with 12,915 products to offer and have received more than 5,000 orders till date. It was also informed that GeM has 801,956 products and 5,197 services, with 199,654 registered sellers, service providers and 33,536 government buyers.  Since inception, GeM has processed 1,386,030 orders worth Rs. 19,214 crore in gross merchandise value.

GeM Start-up Runway seeks to support technology development, spur research and innovation by ensuring a conducive policy environment for industrial diversification and value addition to commodities, and aligns with Government’s philosophy to turn Job-seekers into job-creators.

GeM Start-up Runway will address goals and objectives under United Nations Sustainable Development Goal 9: Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation.

Members may kindly make a note of the above initiatives and take advantage of the opportunity given by the government.

Thanking you,

Yours faithfully,