Srinagar, October 2, 2025 – In a resounding celebration of rural artistry, cultural heritage, and entrepreneurial spirit, the Jammu and Kashmir Rural Livelihood Mission (JKRLM) is gearing up to host SARAS AAJEVIKA Kashmir 2025. This dynamic 11-day exhibition, themed “A Journey of Economic Empowerment Embarked by Rural Businesswomen,” promises to transform Shere-i-Kashmir Park into a kaleidoscope of India’s diverse handicrafts, handlooms, and culinary delights. Running from October 4 to October 14, 2025, the event underscores the pivotal role of self-help groups (SHGs) in fostering sustainable livelihoods for women artisans from across the nation.The SARAS initiative – an acronym for Support for Artisans and Rural Artisans under the Ministry of Rural Development – has long been a beacon for empowering rural women entrepreneurs. This year’s edition in Kashmir highlights the resilience and creativity of over 200 SHG members hailing from more than 15 states, including Jammu and Kashmir, Uttar Pradesh, Bihar, and the Northeast. Visitors can expect an immersive experience featuring exquisite Pashmina shawls, intricate Kani weave carpets, and traditional Phulkari embroidery from local artisans, alongside Madhubani paintings, Channapatna wooden toys, and Warli art from other regions. A dedicated culinary zone will tantalize taste buds with authentic Kashmiri Wazwan, Dogri delicacies, and regional specialties prepared live by SHG women, blending flavors that reflect India’s rich gastronomic tapestry.Dr. Shailendra Kumar, Mission Director of JKRLM, emphasized the event’s transformative impact: “SARAS AAJEVIKA Kashmir 2025 is more than an exhibition; it’s a platform for economic inclusion and skill amplification.
By connecting rural businesswomen directly with urban markets, we are not only boosting their incomes but also preserving our invaluable cultural legacy.” The fair is expected to generate substantial business opportunities, with previous editions witnessing sales exceeding ₹5 crore, enabling participants to scale their enterprises and achieve financial independence.Adding to the vibrancy, the mela will feature live craft demonstrations, such as pottery making and grass handicrafts, alongside captivating cultural performances by local folk artists. These elements aim to educate attendees on the stories behind each creation, fostering appreciation for rural livelihoods and women-led enterprises. Entry is free and open to all, with organizers urging families, tourists, and culture enthusiasts to visit and support the artisans.As Kashmir blooms into autumn, SARAS AAJEVIKA 2025 arrives at a poignant moment, symbolizing hope and progress amid the Valley’s scenic allure. For more details, visit the JKRLM official website or follow updates on social media with hashtags like #SARASAajeevikaKashmir2025 and #RuralWomenEmpowerment.
