SARAS Aajeevika Mela gives rural artisans and entrepreneurs a platform to exchange ideas, reach new markets: Ramesh Kumar

SRINAGAR: Secretary, Rural Development Department (RDD) and Panchayati Raj, Ramesh Kumar, on Wednesday inaugurated the 10-day SARAS Aajeevika Mela at Polo View Park, Srinagar. The event brings together rural entrepreneurs, artisans and women-led Self-Help Groups (SHGs) from across the country.

Organised by the Jammu and Kashmir Rural Livelihoods Mission (JKRLM), the mela enables participants from different states to showcase their products, promote traditional crafts and explore new market opportunities. Several districts of Jammu and Kashmir are also taking part, presenting their distinctive local products.

The stalls feature a wide range of goods, including handicrafts, handloom items and food-processing products. Many are made by women associated with SHGs, reflecting their entrepreneurial skills and contribution to the rural economy.

Speaking at the inauguration, Ramesh Kumar said the mela offers rural artisans and entrepreneurs an opportunity to interact, exchange ideas and learn from one another. He said it also provides direct access to markets, allowing local residents and tourists visiting Kashmir to purchase their products.

He added that such platforms help participants promote their goods, identify new marketing avenues, improve their skills and strengthen their livelihoods. By connecting with potential customers and exploring opportunities beyond their local markets, artisans and entrepreneurs can also expand their businesses.

The Secretary visited stalls representing different states as well as those showcasing the distinctive crafts of the Union Territories of Jammu and Kashmir and Ladakh. He interacted with exhibitors and commended their entrepreneurial spirit and innovation in rural enterprise.

Ramesh Kumar said several SHGs from Jammu and Kashmir are participating, including Lakhpati Didis—women who have achieved an annual household income of Rs 1 lakh or more through sustainable livelihood activities.

Emphasising women’s empowerment, he said initiatives of this kind play an important role in promoting financial independence and self-reliance among rural women. The mela, he added, gives them a valuable opportunity to display their products, connect with potential customers and explore new business prospects. The event has received an encouraging response, with participants showcasing their products and engaging with visitors, buyers and fellow entrepreneurs.

Participants from Telangana, Uttarakhand, Rajasthan, Jharkhand, Tripura, Odisha and Uttar Pradesh, among other states, are presenting products rooted in their regions’ traditional skills and local resources. Exhibits include Pochampally Ikat sarees, Banarasi textiles, Chikankari embroidery, traditional jewellery, handicrafts, home décor, jute products and other eco-friendly goods.

A key attraction is the Umeed Ka Zaika Food Court, which brings regional culinary traditions to Srinagar through food enterprises led by women associated with the SHG movement. Visitors can sample traditional delicacies from Himachal Pradesh and Haryana, along with the cuisine of Jammu and Kashmir.

JKRLM supports the Umeed Ka Zaika initiative through capacity-building, improved quality standards and wider market linkages, helping women in SHGs turn their culinary expertise into sustainable businesses.

The 10-day event will also include cultural and entertainment programmes, as well as structured capacity-building sessions for SHG members on key livelihood themes. Expert resource persons will lead sessions to strengthen participants’ understanding of enterprise development and help them identify ways to improve their products and business practices.

JKRLM Mission Director Dr Shubhra Sharma said SARAS Aajeevika provides SHG members with an important opportunity to access wider markets, understand consumer preferences and learn about quality standards, product diversification and marketing strategies.