Srinagar, October 5, 2025-Nestled in the heart of Kashmir’s autumnal splendor, the Sher-i-Kashmir Park in #Srinagar has become a vibrant canvas for the #SarasMela, a grand showcase of India’s rural artistry and resilience. From October 4 to 14, 2025, this 11-day festival, organised by the Jammu & Kashmir Rural Livelihood Mission (JKRLM) under the Deen Dayal Antyodaya Yojana – National Rural Livelihoods Mission (DAY-NRLM), brings together over 400 women artisans from 25 states and union territories. These #RuralWomen, representing the soul of #SelfHelpGroups (SHGs), have journeyed from every corner of India—from the sun-scorched Thar Desert to the misty hills of Meghalaya—to share their crafts, cultures, and stories of empowerment. Under the theme “Weaving India’s Diversity,” #SarasMela 2025 is more than a marketplace; it’s a movement. It celebrates the grit of #WomenEntrepreneurs, aligns with the vision of creating 3 crore #LakhpatiDidis—women earning over Rs 1 lakh annually through SHGs—and paints a vivid picture of #AatmanirbharBharat. As the Dal Lake glimmers under the Zabarwan mountains, the mela’s stalls burst with handwoven textiles, intricate pottery, and aromatic cuisines, each item a testament to #VocalForLocal and #SustainableCraft.
The Heartbeat of #SarasMela
Launched in 1999 by the Ministry of Rural Development, SARAS (Sale of Articles of Rural Artisans Society) fairs aim to empower rural artisans by connecting them directly with buyers, eliminating exploitative middlemen. In #Srinagar, the third consecutive year of hosting, the mela has grown into a national phenomenon. “This is a platform where rural India’s hands meet urban India’s hearts,” says JKRLM Mission Director Rubina Kousar. “These women aren’t just selling products; they’re selling dreams of #EconomicIndependence.” The event’s scale is staggering: 200 stalls, eco-friendly setups with bamboo and solar lighting, and a footfall expected to surpass 50,000. From Jammu & Kashmir’s 20 districts to distant states like Tamil Nadu and Nagaland, the artisans represent India’s kaleidoscopic diversity. The mela also features a #SARASIndia Food Court, cultural performances, and workshops, making it a holistic celebration of heritage and hustle.
Voices from the Stalls: Stories of Resilience
Walk through the mela, and every stall tells a story. In the Kashmir pavilion, Shazia Begum from Baramulla displays her crewel-embroidered cushions, her fingers deftly tracing patterns learned from her mother. A single mother of two, Shazia joined an SHG in 2021 after years of financial struggle. “#SarasMela is my stage,” she says, her eyes bright with pride. “Last year, I sold Rs 50,000 worth of embroidery. This year, I’m aiming for a lakh. My children will study, not stitch.” Her story mirrors thousands in J&K, where SHGs have empowered over 1.8 lakh women since 2011, fostering skills and savings. From Rajasthan, Kalpana Devi’s stall is a riot of color. Her block-printed lehenga fabrics, dyed with natural turmeric and pomegranate rind, draw crowds. “In my village, women were voiceless,” she shares. “Our SHG gave us looms and loans. Now, at #Sarinagar’s mela, I’m not just a vendor—I’m a businesswoman.” Kalpana’s group of 40 women, supported by DAY-NRLM’s microfinance, has built a cooperative that exports to Delhi boutiques. Their craft preserves Rajasthan’s #HandloomHeritage while funding solar lamps for their homes. The Northeast’s presence is electrifying. Nirmala Hazarika from Assam’s Dibrugarh unpacks her Muga silk sarees, their golden sheen a product of Assam’s silkworm fields. “Floods drown our villages yearly, but not our spirit,” she says, showing a shawl that took 60 days to weave. Her SHG’s earnings from past melas funded a community weaving center, training 25 young women. Nearby, a Manipuri artisan, Thoibi Devi, displays black pottery, its smoky finish a hallmark of Longpi village. “Conflict tried to break us, but clay holds us together,” she says. Her sales will buy sewing machines for her SHG, blending pottery with tailoring. Odisha’s contingent brings terracotta and palm leaf engravings. Laxmi Sahu from Puri molds delicate Ganesha idols, each infused with coastal sand. “This mela is my pilgrimage,” she laughs, noting how her SHG’s earnings built a creche for working mothers. From Uttar Pradesh, Chikan embroidery sparkles, while Andhra Pradesh’s Kalamkari fabrics narrate ancient epics. Even smaller states shine: Tripura’s bamboo baskets and Sikkim’s hand-knotted carpets reflect #SustainableCraft, blending tradition with eco-consciousness.
A Cultural Cauldron
Beyond commerce, #SarasMela is a cultural confluence. The amphitheater hosts daily performances: Kashmiri Chakri singers harmonize with Rajasthani Manganiyar ballads, while Tamil Nadu’s Karagattam dancers share the stage with Himachal’s Nati troupes. Workshops teach visitors to craft jute bags with Gujarat’s Kutch artisans or paint Warli art with Maharashtra’s tribal women. A children’s corner narrates tales of #WomenEmpowerment, from Rani Lakshmibai to modern-day SHG pioneers. The #SARASIndia Food Court is a sensory delight. Sample Kashmir’s gushtaba alongside Maharashtra’s puran poli or Mizoram’s smoked pork. A zero-waste ethos prevails: food stalls use banana leaves, and a “Green Craft” award incentivizes biodegradable packaging. Local #Srinagarites revel in the diversity. “It’s like India came to our doorstep,” says Bilal Ahmed, a shikara rower ferrying tourists to the mela. Tourism is booming, with houseboats reporting a 35% surge in bookings.
Empowerment in Numbers
The mela’s impact is measurable. In 2024, #Srinagar’s edition generated Rs 2.5 crore in sales, with 75% reinvested in SHGs for tools, training, and digital literacy. This year, JKRLM targets Rs 3.5 crore, leveraging QR-code payments linked to SARAS Digital, an e-commerce platform. “We’re building ecosystems, not just events,” says JKRLM’s Additional Director, Tariq Mir. “Post-mela, we track SHG growth—new bank accounts, new enterprises.” For artisans, the gains are transformative. Geeta Rani from Bihar’s Madhubani district, known for her vibrant paintings, used mela earnings to send her daughter to college. “My art was once just a hobby. Now, it’s my identity,” she says. Similarly, J&K’s Naseema Bano, who crafts papier-mâché boxes, expanded her SHG’s workshop with solar dryers, ensuring year-round production. Challenges remain: transportation costs burden distant artisans, and climate change threatens raw materials like Assam’s silk cocoons. Yet, JKRLM’s support—subsidized travel, skill workshops, and market linkages—bridges gaps. The mela’s digital push ensures artisans stay connected to buyers post-event, with WhatsApp groups buzzing with orders.
#Srinagar’s Embrace: A Symbol of Unity
In #Srinagar, the mela carries deeper resonance. Against Kashmir’s complex socio-political backdrop, it symbolizes harmony. “This is our soft power,” says a local official, noting how SHGs foster dialogue across communities. Tourists, too, feel the warmth. “I came for the shawls but stayed for the stories,” says Priya Menon, a visitor from Bengaluru, clutching a Himachali Kullu shawl. As dusk falls, lanterns light up the stalls, and a group of women from Punjab and J&K share laughter over kehwa. Their camaraderie transcends borders, their crafts a universal language. #SarasMela is not just a fair; it’s a testament to #WomenLedDevelopment, where every sale stitches a stronger, more inclusive India. For visitors, the call is clear: step into this vibrant tapestry. Buy a handwoven stole, savor a tribal delicacy, or learn a traditional skill. In doing so, you empower a woman, preserve a craft, and become part of India’s unfolding story. As the mela continues till October 14, #Srinagar remains a beacon of unity, where women from different parts of the country weave a future as rich as their heritage.
