Jammu, March 29, 2025 – Travellers passing through Jammu Airport now have a unique opportunity to explore and purchase an exquisite range of handmade products crafted by the talented women of Self-Help Groups under the Mission UMEED initiative. From intricate jewellery to eco-friendly jute bags, macrame creations, crewel-embroidered bags, and delicate paper mache items, the store showcases the rich rural artistry of Jammu and Kashmir, offering a vibrant shopping experience that celebrates tradition and empowerment.
The Jammu and Kashmir Rural Livelihood Mission (JKRLM), under its flagship UMEED scheme, has been a game-changer in empowering rural women by providing them with sustainable livelihood opportunities. Over 7 lakh women across the region have joined approximately 80,000 SHGs since the program’s inception in 2019, crafting products that reflect both cultural heritage and modern appeal. The newly established store at Jammu Airport serves as a testament to their skill and creativity, bringing their handmade treasures to a broader audience.
Visitors to the store can browse a diverse collection of artisanal goods. The jewelry selection features unique designs that blend traditional techniques with contemporary styles, while the jute bags offer an eco-conscious alternative for the environmentally savvy traveler. Macrame pieces showcase the women’s mastery of knotting techniques, and the crewel bags, adorned with intricate embroidery, highlight the region’s textile legacy. The paper mache items, known for their vibrant colors and detailed craftsmanship, add a touch of Kashmiri flair to the offerings.
“This store is more than just a retail space—it’s a platform to experience the soul of rural Jammu and Kashmir,” said a JKRLM official. “Every purchase supports the livelihoods of these SHG women, empowering them to achieve financial independence while preserving our cultural heritage.” The initiative aligns with Mission UMEED’s broader goal of uplifting marginalized women through skill development and market access, a mission that has gained global recognition, including at events like the G20 Tourism Meet in Srinagar.
Travelers and art enthusiasts alike are encouraged to visit the Jammu Airport store to witness the beauty of these handmade products firsthand. Whether you’re picking up a piece of jewelry as a souvenir, a jute bag for daily use, or a paper mache keepsake, each item tells a story of resilience, creativity, and community spirit.
So, the next time you’re flying through Jammu, make a stop at this must-visit store. It’s not just shopping—it’s an experience of rural art and craft that supports the inspiring women of Mission UMEED.