Asad Visits ‘Umeed Ka Zaika’ Food Service Enterprises in Srinagar and Pulwama; Flags Off AGEY Vehicles for SHG Women Entrepreneurs
Pulwama :Describing the Self-Help Group (SHG) movement as one of the largest community-led transformations in Jammu and Kashmir, Secretary, Rural Development Department (RDD) and Panchayati Raj, Mohammad Aijaz Asad, on Friday said that the Jammu and Kashmir Rural Livelihoods Mission (JKRLM–UMEED) has emerged as a powerful catalyst for livelihood generation, financial inclusion and women empowerment, enabling thousands of rural women to achieve economic self-reliance and contribute meaningfully to the socio-economic development of their communities.
The Secretary made these remarks during his visit to Pulwama and Srinagar, where he inspected the “Umeed Ka Zaika” Food Service Enterprises (FSEs) established at Awantipora and Srinagar. The kiosks form part of JKRLM’s flagship chain of women-led Food Service Enterprises developed with technical support from the National Resource Organisation (NRO), Kudumbashree.
Managed entirely by women Self-Help Groups, these enterprises are provided infrastructure, capacity building, technical guidance and continuous handholding support by JKRLM to ensure sustainable business operations and long-term income generation.
Later, the Secretary inaugurated and flagged off vehicles provided to SHG members of Pulwama district under the Aajeevika Grameen Express Yojana (AGEY). The initiative seeks to strengthen last-mile rural transport connectivity while creating sustainable self-employment opportunities for women entrepreneurs.
During the visit, Aijaz Asad inspected an eco-friendly vehicle procured under AGEY and said that JKRLM had extended financial assistance of over ₹6 lakh for its purchase. He observed that the scheme is addressing transportation gaps in remote villages while simultaneously creating stable and dignified sources of livelihood for rural women.
Interacting with SHG members managing the Food Service Enterprise, the Secretary appreciated their entrepreneurial spirit and said the initiative has ushered in a new wave of confidence and hope among rural women by creating sustainable livelihood opportunities close to their homes.
He said that while one such Food Service Enterprise has been established in Pulwama, similar enterprises have already been operationalised in several districts and will be expanded further across the Union Territory.
“Our objective is to ensure that our sisters become financially independent and emerge as successful rural entrepreneurs capable of managing sustainable enterprises. The encouraging outcomes of these initiatives demonstrate the immense potential of women-led enterprises in transforming rural economies,” Asad said.
Highlighting the evolving role of JKRLM, the Secretary said the Mission would continue introducing innovative farm and non-farm livelihood interventions to diversify income opportunities for rural households.
“This is a continuous journey. We have not reached the destination yet, and we will continue to introduce innovative initiatives that strengthen rural livelihoods, create employment opportunities and empower women economically,” he added.
Reiterating the transformative impact of the Mission, Asad said JKRLM has become a powerful instrument for promoting livelihood generation, financial inclusion and women empowerment, helping thousands of rural women become self-reliant, confident and active contributors to the socio-economic progress of Jammu and Kashmir.
He also appreciated the dedicated efforts of the JKRLM team and commended the leadership of Managing Director Dr. Shubhra Sharma and field functionaries for strengthening the rural livelihood ecosystem across the Union Territory.
Speaking on the occasion, Managing Director, JKRLM, Dr. Shubhra Sharma said the Mission remains committed to economically empowering rural women through sustainable livelihood opportunities created under Self-Help Groups (SHGs) and Cluster Level Federations (CLFs).
She said JKRLM has also launched vehicles under the Aajeevika Grameen Express Yojana (AGEY) to improve transport connectivity in remote rural areas while generating sustainable employment opportunities for women entrepreneurs.
Highlighting the scale of the Mission, Dr. Sharma informed that nearly 96,000 Self-Help Groups, comprising around 8.5 lakh rural women, are presently associated with JKRLM across Jammu and Kashmir. She said the Mission continues to strengthen women through financial inclusion, bank credit linkage, livelihood promotion, leadership development and capacity building, enabling them to become financially independent while playing a pivotal role in community development and inclusive rural growth.
