Ajaz Ahmad Shah, a businessman from Kashmir, at the 2025 Kumbh Mela, where he has the unique opportunity to bring the best of J&K heritage to a global audience. At the Mela, a group of inspiring women from Aakansha Smriti’s self-help group are playing a central role in this venture. These women, who belong to a self-help group, are not only showcasing the cultural richness of Jammu but also gaining financial independence through their craftsmanship. They have crafted beautiful shawls, handwoven with intricate designs, along with locally produced Kesar , Pahadi Lehsun, and more. The shawls are especially significant, as they are handmade by these women, giving them both a source of income and pride in preserving the traditional arts of their region. In addition to these products, the women from the self-help group are introducing Kashmiri Kahwa to visitors. They are offering free samples of this health-boosting, traditional drink, which is known for its many health benefits. Along with the Kahwa, they’re selling organic Badam, Akhrot , and Rajma from Jammu, all of which are proving popular with visitors. These items are a reflection of the purity and quality of Jammu’s agricultural produce, further adding to the authenticity of the stall. Ajaz expresses how valuable it is to meet and interact with such a wide variety of people at the Kumbh Mela. By connecting with visitors from different regions, he and his team can learn about market demands and refine their offerings accordingly. This interaction also allows them to explore ways to expand their reach and continue developing their business, while promoting the legacy of Jammu’s crafts and traditions. One of the most remarkable aspects of this project, is the empowerment it provides to the women involved in the self-help group. Many of these women, who were once confined to their homes, are now actively participating in the business, engaging with customers, learning sales techniques, and contributing to the success of the stall. This newfound confidence is enabling them to achieve greater financial independence and to build skills that will serve them in all areas of life. Through this venture, Aakansha Smriti is making a significant impact on both the local economy and the lives of these women. The self-help group is not just about selling products—it’s about creating sustainable livelihoods, promoting cultural heritage, and uplifting women through self-reliance. They are deeply thankful for the support from Aakansha Smriti and the local government. He hopes that this initiative will continue to grow, allowing more women to gain economic independence and fostering a greater sense of pride in Jammu’s unique heritage.