New Delhi: Union Minister of State for Rural Development and Communication, Dr. Chandra Sekhar Pemmasani, inaugurated the Saras Aajeevika Mela 2024 on Monday at the Bharat Mandapam, as part of the 43rd India International Trade Fair (IITF). Showcasing the theme of ‘tradition, art, craft, and culture,’ this year’s mela has brought together over 300 rural artisans and Self-Help Group (SHG) women entrepreneurs from across India.
After inaugurating the event, Dr. Pemmasani visited the stalls, interacting with SHG members or “Didis.” Impressed by the innovative products, including items crafted from water hyacinth, the minister applauded the creativity and sustainability efforts displayed. He commended the mela’s execution, describing it as “international standard,” and emphasized its role in boosting the confidence and 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. I am confident that we can achieve and surpass this target,” the Minister stated.
The Saras Aajeevika Mela, organized by the Ministry of Rural Development and supported by the National Institute of Rural Development and Panchayati Raj (NIRDPR), is a flagship initiative under the Deendayal Antyodaya Yojana-National Rural Livelihoods Mission (DAY-NRLM). This year, the event features approximately 150 stalls divided into five zones, offering a platform for rural artisans to showcase and sell their unique products.
The mela aims to bridge the gap between rural producers and urban markets. Through workshops on packaging design, communication, and marketing, participants gain insights to improve their products and pricing strategies. This effort aligns with the government’s Aatmanirbhar Bharat and Vocal for Local initiatives, promoting self-reliance and women empowerment.
Dr. Pemmasani emphasized the significance of such platforms in empowering rural women. “The mela provides an opportunity for SHG members to connect with urban consumers and potential market players. This initiative is a shining example of creating sustainable livelihoods while preserving India’s cultural heritage,” he added.
First organized in 1999, the Saras Aajeevika Mela has grown into a vital platform for rural artisans and women entrepreneurs. By fostering market access and skill development, it has become a cornerstone of the government’s mission to uplift rural livelihoods and promote sustainable development.
The mela will continue to be open to the public, offering a unique glimpse into India’s vibrant cultural diversity and the entrepreneurial spirit of its rural communities.
