Srinagar, October 09, 2025 – In a resounding endorsement of women empowerment and rural entrepreneurship, Minister for Agriculture Production, Rural Development, Panchayati Raj, Cooperative, and Election Departments, Javid Ahmad Dar, today inaugurated the SARAS Mela at Sher-e-Kashmir Park here, hailing it as a vital platform for rural women entrepreneurs to showcase their skills, forge market linkages, and bolster livelihood opportunities. Organised by the J&K Rural Livelihoods Mission under the Deendayal Antyodaya Yojana-National Rural Livelihoods Mission , the 11-day extravaganza brings together over 200 women artisans from 13 states and all districts of Jammu & Kashmir, transforming the venue into a kaleidoscope of handicrafts, handlooms, traditional cuisine, and cultural performances.The event, running from October 4 to 14, 2025, with free public entry from 10 AM to 7 PM daily, spotlights the entrepreneurial spirit of Self-Help Groups (SHGs) nurtured through JKRLM.
Featuring more than 50 stallsbrimming with regional specialties—from Kashmiri pashmina shawls and papier-mâché to handwoven textiles from Himachal Pradesh, embroidered delights from Gujarat, and exotic spices from the Northeast—the SARAS Mela fosters direct buyer-seller interactions, empowering participants to scale their micro-enterprises and achieve economic independence.Addressing the gathering, Dar emphasized the transformative role of such initiatives in aligning with the Government’s vision of Aatmanirbhar Bharat and Vocal for Local. “The SARAS Mela is more than a fair; it’s a launchpad for rural women to break barriers, expand their market reach, and weave their dreams into sustainable realities. By providing this national-stage exposure, we’re not just selling products—we’re building futures, promoting financial inclusion, and celebrating the resilience of our women-led enterprises,” he stated. The Minister also inspected various stalls, engaging with artisans, appreciating their creativity, and encouraging them to leverage digital platforms for year-round sales.The inauguration ceremony was graced by key dignitaries, including Mission Director JKRLM Dr. Shubhra Sharma, Additional Mission Director JKRLM (Kashmir) Mohammad Imran Khan, General Manager J&K Bank Rakesh Magotra, and representatives from NABARD and J&K Grameen Bank. Dr. Sharma highlighted the Mela’s role in creating marketing linkages with e-commerce giants and retail chains, noting that previous editions have generated substantial business for SHG members, many of whom have evolved into Lakhpati Didis—women earning over Rs 1 lakh annually.
Complementing the commercial vibrancy, the SARAS Mela includes a dedicated SARAS India Food Courtoffering authentic regional delicacies, live cultural shows featuring folk dances and music from across India, interactive workshops on sustainable crafting, and child-friendly zones with selfie spots and entertainment. This holistic setup not only drives sales but also promotes cultural exchange and skill-sharing among participants, reinforcing community bonds.As Jammu & Kashmir positions itself as a hub for inclusive growth, the SARAS Mela underscores the pivotal contributions of rural women in the socio-economic fabric. With its focus on self-reliance, women entrepreneurship, and pan-India collaboration, the event is poised to inspire a new wave of innovators, ensuring that the hues and flavors of rural India continue to thrive in urban markets.
