SRINAGAR: Secretary, Rural Development Department (RDD) and Panchayati Raj, Ramesh Kumar, on Wednesday inaugurated the 10-day SARAS Aajeevika Mela at Polo View Park in Srinagar, bringing 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 provides a platform for participants to showcase traditional crafts, promote locally made products and explore new market opportunities. Several districts of Jammu and Kashmir are also participating with their distinctive products.
Speaking at the inauguration, Kumar said the mela offered rural artisans and entrepreneurs an opportunity to exchange ideas, learn from one another and connect directly with customers, including local residents and tourists.
He said such platforms help participants improve their skills, explore new marketing avenues and expand their businesses beyond local markets.
The Secretary inspected stalls showcasing products from different states and the Union Territories of Jammu and Kashmir and Ladakh. He interacted with exhibitors and appreciated their efforts in promoting rural enterprises.
Several SHGs from Jammu and Kashmir are participating in the event, including Lakhpati Didis—women who have achieved an annual household income of at least Rs 1 lakh through sustainable livelihood activities. Kumar said such initiatives support women’s financial independence and self-reliance by providing opportunities to display products and establish links with potential buyers.
Participants from states including Telangana, Uttarakhand, Rajasthan, Jharkhand, Tripura, Odisha and Uttar Pradesh are displaying products reflecting their regional traditions and skills. The exhibits include Pochampally Ikat sarees, Banarasi textiles, Chikankari embroidery, traditional jewellery, handicrafts, home décor, jute products and other eco-friendly goods.
A major attraction is the Umeed Ka Zaika Food Court, featuring regional cuisines offered by women-led food enterprises associated with the SHG movement. Visitors can sample traditional delicacies from Himachal Pradesh and Haryana, alongside the cuisine of Jammu and Kashmir.
The JKRLM-supported initiative aims to help women turn their culinary skills into sustainable enterprises through capacity-building, improved quality standards and wider market linkages.
The 10-day mela will also feature cultural and entertainment programmes, along with capacity-building sessions for SHG members on enterprise development, product improvement and business practices.
Mission Director, JKRLM, Dr Shubhra Sharma, said the event would help SHG members gain exposure to wider markets, understand consumer preferences and learn about quality standards, product diversification and marketing strategies.