 under the Department of Rural Development and Panchayati Raj, successfully concluded today at Kala Kendra, Jammu-Views Today){kind=link}
MARCH 02: The SARAS Aajeevika Mela 2025, organized by the Jammu & Kashmir Rural Livelihoods Mission (JKRLM) under the Department of Rural Development and Panchayati Raj, successfully concluded today at Kala Kendra, Jammu. This vibrant 10-day event, which began on February 20, offered a platform for rural women artisans from across India to showcase their entrepreneurial spirit, skills, and heritage.
The Mela attracted a remarkable footfall, creating significant business opportunities for Self-Help Groups (SHGs). With active consumer participation, the event proved to be a major revenue generator for the women entrepreneurs. By eliminating intermediaries, it allowed rural women to directly engage with customers, providing them with a unique opportunity to expand their market reach and gain financial independence.
This year’s edition featured 70 stalls from 19 states, offering a diverse range of handmade products, such as textiles, jewelry, pottery, woodwork, metal crafts, paintings, and home décor. A special culinary section showcasing delicacies from Himachal, Punjab, Rajasthan, as well as Dogri and Kashmiri cuisines, attracted a large number of visitors, further boosting sales for the participating SHGs.
A standout feature of the Mela was the live demonstration of traditional crafts. Visitors had the chance to witness artisans at work, showcasing skills such as pottery making, grass handicrafts, and Basohli Art. These demonstrations allowed attendees to gain a deeper appreciation for the artistic processes behind the handmade crafts. The event also included cultural performances by local artists, adding to the vibrancy and celebratory atmosphere of the fair while highlighting the rich artistic heritage of Jammu & Kashmir.
Mission Director of JKRLM, Dr. Shubhra Sharma, highlighted the event’s success in empowering rural women. She emphasized that the Mela was not merely an exhibition, but a movement aimed at fostering self-reliance and entrepreneurship among women. “The overwhelming response from visitors has translated into significant business for our SHGs,” she said. Dr. Sharma expressed gratitude to all SHG members for their dedication and hard work in making the event a success. She acknowledged the progress and confidence displayed by rural women entrepreneurs, reinforcing the importance of such platforms in providing economic independence and market exposure.
Each evening, the Mela was enriched by cultural performances, including musical bands and singers, which captivated the audience and energized the participants. The event concluded with a felicitation ceremony, where participating SHG members were awarded certificates for their contributions.
The SARAS Aajeevika Mela 2025 not only celebrated India’s artistic diversity but also served as a powerful business enabler for rural women, solidifying their presence in the country’s entrepreneurial landscape.