Minister of State Dr. Chandra Sekhar Pemmasani inaugurates Saras Aajeevika Mela 2024 during 43rd India International Trade Fair at Bharat Mandapam, New Delhi today

Ministry of Rural Development

Posted On: 18 NOV 2024 4:52PM by PIB Delhi

Union Minister of State for Rural Development and Communication Dr. Chandra Sekhar Pemmasani inaugurated Saras Aajeevika Mela 2024 during 43rd India International Trade Fair (IITF), Hall No. 9 & 10 at Bharat Mandapam, New Delhi today.  After inauguration MoS visited all the stalls in the Saras Aajeevika Mela and interacted with all the SHG’s Didis. The Senior officials from the ministry accompanied the minister during the visit. The Minister was highly impressed by the wide variety of products displayed at the Saras Aajeevika Mela 2024. He appreciated the creative minds behind the innovative products made from plants like water hyacinth, which is typically considered a menace to water bodies. The Minister of State (MoS) applauded the organizers for executing the Saras Ajeevika Mela at an international standard. He also highlighted how the mela has boosted the confidence of SHG Didis, paving the way for the true empowerment of rural women. So far, we have one crore Lakhpati Didis, and Prime Minister Narendra Modi has envisioned creating at least three crore Lakhpati Didis,” the MoS said. “I am confident that we can achieve and surpass this target,” the Minister added.

SARAS Aajeevika Mela 2024, focusing on the theme of ‘tradition, art, craft and culture’ highlighting one district one product pavilion is one of the most prestigious government initiatives, that not just offers best of the cultural heritage, but also tells a story of rural women donning the hat of an entrepreneur at a national level platform. The finest handicraft and handloom products from the remote areas of Rural India will be at display at the SARAS Aajeevika Mela 2024, organised by the Ministry of Rural Development and supported by National Institute of Rural Development and Panchayati Raj (NIRDPR). More than 300 craftsmen and SHG’s Didis are participating and showcasing their products through around 150 stalls in the 5 zones of the exhibition. 

This year, the Saras Aajeevika Mela at IITF present products, highlighting the unique traditional crafts and diverse livelihood products of rural India like silk saree, cotton from Andhra Pradesh, Bihar, Chhattsgarh, Gujarat, Madhya Pradesh, Rajasthan, Tamil Nadu, Uttar Pradesh; Tasar Saree from Jharkhand; Chanderi Saree from Madhya Pradesh; Wooden handicrafts from Andhra Pradesh, Assam; Pashmina Shawl from Jammu & Kashmir; Pickles from Andhra Pradesh, Himachal Pradesh, Jharkhand, Karnataka, Kerala, Sikkim, UP; Kantha Stich from West Bengal, Woolen products and natural food products of Himachal Pradesh and Uttarakhand and various dry fruits and handloom products of Bihar, Jammu & Kashmir, Ladakh and Bamboo products of Assam, Jharkhand and Nagaland. This initiative by the Deendayal Antyodaya Yojana National Rural Livelihoods Mission [DAY-NRLM], Ministry of Rural Development (MoRD) is to bring the rural women SHG members formed under DAY NRLM, in one platform to showcase their skills, sell and build linkages with potential market players in a fair price.

The Ministry of Rural Development is providing a marketing platform to rural women Self-Help Groups (SHGs) to sell their products through Saras Aajeevika Melas under Deen Dayal Antyodaya Yojana-National Rural Livelihoods Mission (DAY-NRLM). Through Saras Aajeevika Melas, members of rural women self-help groups get an opportunity to directly communicate with urban customers and know the market interest and accordingly fix the price of their products by improving the packaging of their products. Saras Aajeevika Mela provides women of rural self-help groups not only creating livelihood opportunities but also presenting a great example of women empowerment in country.

The Ministry of Rural Development has been organizing Saras Aajeevika Mela since 1999. The Ministry tries to provide a good platform to as many producers as possible for sales and their marketing.  Deen Dayal Yojana – National Rural Livelihoods Mission aims to bridge the gap between skills and market access by supporting rural producers, especially women. Workshops on product packaging design, communication and business-to-business marketing equip them to tap into mainstream markets. This integrated approach not only promotes women empowerment but also aligns with the government’s vision of Aatmanirbhar Bharat and Vocal for Local.

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