In a region known for its breathtaking landscapes and rich cultural heritage, Jammu & Kashmir Rural Livelihood Mission (UMEED JKRLM) is spearheading a groundbreaking change in the lives of rural women. Through an array of innovative initiatives, UMEED is empowering women, enhancing their skills, and creating sustainable avenues for livelihoods, marking a significant transformation for self-help groups (SHGs) affiliated with the mission. In a transformative initiative aimed at empowering rural women, Jammu & Kashmir Rural Livelihood Mission (UMEED) has collaborated with the Skill Development Department to offer specialized training to over 5,000 Self Help Group (SHG) members. This training equips them with a diverse set of skills, setting the stage for enhanced employability and improved quality of life. These women are on a journey to self-reliance, gaining the capabilities to secure gainful employment and establish more prosperous livelihoods. This groundbreaking endeavor is ushering in a new era of economic independence in the region. These initiatives have been taken to empower the lives of rural women and give a significant boost to their socio-economic conditions.
Culinary Excellence and Craftsmanship: The UMEED Marketplace and Millet Cafe, introduced during the G20 Tourism group meeting in Kashmir, became a global sensation, captivating delegates from across the world. The initiative showcased the culinary expertise of UMEED women, who prepared nutritious millet-based delicacies that left a lasting impression on visitors. Additionally, the UMEED Marketplace featured a wide array of authentic handicrafts and handloom products from Jammu & Kashmir, offering delegates the opportunity to explore and purchase these unique creations. The warm hospitality of the region added to the experience, leaving visitors in awe of the loc al culture and craftsmanship.
“Culinary Empowerment Through ‘Duggardhani’ The impact of UMEED is strikingly evident in the establishment of ‘Duggardhani,’ known locally as Dogra Haats, across various districts. These innovative marketplaces have proven to be successful ventures for SHG members, unlocking the culinary skills of homemakers and creating opportunities for them to earn a sustainable livelihood. Fostering Entrepreneurship at the Millet Canteen In collaboration with the District Administration of Srinagar, the introduction of the Millet Canteen at the DC office premises stands as a prime example of women’s entrepreneurship”.
SARAS AAJEEVIKA: A Milestone in Women’s Empowerment In a groundbreaking move, UMEED JKRLM recently played host to ‘SARAS AAJEEVIKA,’ a distinctive food and cultural fair led by women. This event not only showcased the remarkable talents and skills of Self Help Groups (SHGs) from across the country but also stood as a testament to the achievements and economic independence of rural SHG women associated with UMEED JK. Culinary Empowerment Through ‘Duggardhani’ The impact of UMEED is strikingly evident in the establishment of ‘Duggardhani,’ known locally as Dogra Haats, across various districts. These innovative marketplaces have proven to be successful ventures for SHG members, unlocking the culinary skills of homemakers and creating opportunities for them to earn a sustainable livelihood. Fostering Entrepreneurship at the Millet Canteen In collaboration with the District Administration of Srinagar, the introduction of the Millet Canteen at the DC office premises stands as a prime example of women’s entrepreneurship. Managed by women SHGs, this venture not only promotes entrepreneurship but also champions nutritious dining options and contributes to fostering economic growth.”
“UMEED is making a substantial impact on the lives of rural women in Jammu & Kashmir. Its initiatives empower women, promote entrepreneurship, and foster economic growth. These accomplishments reflect the hard work and dedication of the JKRLM team and their unwavering commitment to the socio-economic development of rural women. UMEED is not merely a mission; it’s a transformative journey towards a more empowered and prosperous future for the women of Jammu & Kashmir. With each initiative, it paves the way for a brighter, more inclusive society where women are at the forefront of change and progress”.
Empowering Rural Women with Direct Market Access: In a significant stride towards women’s empowerment, the establishment of UMEED Women’s Haat and District Rural Haat has introduced innovative models that provide direct market linkages for Self Help Groups (SHGs). These dynamic marketplaces enable SHG members to directly engage with consumers, showcase their products, and negotiate fair prices. By cutting out intermediaries, these initiatives have played a pivotal role in bolstering the income and economic independence of women within SHGs, ultimately empowering them to lead more fulfilling lives.
Airport Outlets: Showcasing Local Products: Another significant initiative was the establishment of sales outlets at the airports. With the support from Airport Authority of India, JKRLM is enabling rural women artisans and craftswomen to market their products, with “UMEED Market Place” outlets at both the airports of J&K. These outlets exhibit products from all 20 districts, supporting local art and artisans of Self Help Groups of J&K Rural Livelihood Mission. This initiative forms a platform for marketing local products directly to the customers.
SKOCH Award Recognizes Outstanding Work: The efforts of JKRLM have been recognized with the prestigious SKOCH Award in the Gold category for creating marketing avenues for SHGs in Jammu & Kashmir, celebrating the organization’s exceptional work.
Expanding Horizons through E-Commerce: Recognizing the power and reach of e-commerce platforms, UMEED JKRLM has made SHG products available on platforms such as Meesho, Flipkart, and Amazon. This strategic move connects rural women to global e-commerce platforms, expanding the scale of their businesses and opening doors to international markets.
Umeed Oyo Homestays: A Unique Approach: Another milestone for UMEED was the launch of Umeed Oyo Homestays, under the project ‘Crown of Incredible India.’ This initiative takes the concept of homestays to rural households, with 75 SHG-owned homestays partnering with Oyo in the first phase. This unique and sustainable approach not only uplifts rural livelihoods but also provides visitors with an authentic experience of Jammu & Kashmir’s cultural heritage.
Empowering Micro Enterprises: JKRLM, in collaboration with Kudumbashree NRO, has engaged in a partnership agreement to support the Micro Enterprise Development (MED) program. This program focuses on creating sustainable livelihood opportunities and promoting economic empowerment among rural communities, particularly those led by women and vulnerable sections of society.
UMEED Helpline: A Gateway for Rural Women: Recognizing the importance of supporting rural women, Jammu & Kashmir Rural Livelihood Mission (UMEED) has established a helpline number, which is 18002020383. This helpline serves as a gateway for rural women in the UT of J&K to access the resources and assistance they need to start or enhance their livelihoods under the fold of NRLM. UMEED is making a substantial impact on the lives of rural women in Jammu & Kashmir. Its initiatives empower women, promote entrepreneurship, and foster economic growth. These accomplishments reflect the hard work and dedication of the JKRLM team and their unwavering commitment to the socio-economic development of rural women. UMEED is not merely a mission; it’s a transformative journey towards a more empowered and prosperous future for the women of Jammu & Kashmir. With each initiative, it paves the way for a brighter, more inclusive society where women are at the forefront of change and progress.