SARAS Aajeevika Mela concludes at Jammu witnessing great business for women SHGs

Jammu : The SARAS Aajeevika Mela- 2025, Jammu, organized by the Jammu & Kashmir Rural Livelihoods Mission (JKRLM) under the Department of Rural Development and Panchayati Raj, successfully concluded on Saturday at Kala Kendra, Jammu.
The 10-day event, which began on February 20, provided a vibrant platform to rural women artisans from across India to showcase their skills, heritage, and entrepreneurial spirit.
The Mela witnessed a remarkable footfall, leading to significant business opportunities for participating Self-Help Groups (SHGs). With enthusiastic consumer participation, the event enabled rural women entrepreneurs to generate substantial sales and expand their market reach.
This year’s edition featured 70 stalls from 19 states, offering a diverse range of handmade crafts, including textiles, jewelry, pottery, woodwork, metal crafts, paintings and home décor besides special culinary section featuring delicacies from Himachal, Punjab, Rajasthan & Dogri & Kashmiri cuisines attracted a large number of visitors, further boosting earnings for SHGs.
A key highlight of the event was the live demonstration of traditional crafts such as pottery, grass handicrafts, and Basohli Art, allowing visitors to witness the artistic process firsthand. Cultural performances by local artists added to the vibrancy of the fair, celebrating the diverse artistic heritage of Jammu & Kashmir.
Mission Director JKRLM Dr. Shubhra Sharma emphasized the event’s success in empowering rural women by creating direct market access, eliminating intermediaries, and fostering financial independence. “The overwhelming response from visitors has translated into great business for our women SHGs. The Mela is not just an exhibition but a movement towards self-reliance and entrepreneurship,” she said.
Dr. Sharma extended her heartfelt gratitude to all SHG members for their dedication and hard work in making the event a resounding success. “It is inspiring to see the confidence and progress of rural women entrepreneurs. Their participation has reaffirmed the importance of such platforms in providing economic independence and market exposure,” she added.
A variety of cultural events held every evening captivated and energized the participants, who enjoyed performances by musical bands and singers throughout the 10-day Mela. Enthusiastic crowds gathered each night, making the performances a major highlight of the event.
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 emerged as a major business enabler for rural women, reinforcing their role in the country’s entrepreneurial landscape.