Why in news:

• The Saras Aajeevika Mela 2024, which is a vibrant festival dedicated to showcasing the rich diversity of rural products from across India was recently held in Gurugram.

Key Points:

• This is an annual event, organized by the Ministry of Rural Development and the National Institute of Rural Development and Panchayati Raj. It serves as a significant platform for rural artisans and women entrepreneurs associated with Self-Help Groups (SHGs) to display their craftsmanship, promote their products, and connect with consumers.

Objectives:

The primary aim of the Saras Aajeevika Mela is to:

• Showcase rural artistry: The Mela provides a unique opportunity for rural artisans to present their handicrafts, handlooms, organic products, and traditional foods to a broader audience.
• Promote Women empowerment: By focusing on women artisans, the event highlights the role of SHGs in empowering women economically and socially.
• Support local economies: The fair acts as a marketing channel that helps rural producers connect directly with urban consumers, thereby enhancing their income and expanding market reach.

Key highlights of the event

Diverse products: The Mela featured a wide variety of products from different states, including:

• Handicrafts: Items such as bamboo art from Assam, Madhubani paintings from Bihar, and terracotta artifacts from Haryana.
• Handlooms: Traditional textiles like silk sarees from Karnataka and woolen shawls from Jammu & Kashmir.
• Food products: Organic pulses, spices, and traditional snacks representing various regional cuisines.
  
   

Cultural programs: In addition to shopping, visitors enjoyed cultural performances that celebrated India's rich heritage. These included traditional music and dance showcases that added vibrancy to the atmosphere.

• Over 300 women from SHGs across multiple states participated in the Mela. Each stall was not just a display of products but also told the story of the artisans behind them, emphasizing their skills and resilience.
• The event attracted thousands of visitors who explored the stalls, interacted with artisans, and appreciated the craftsmanship on display. The engaging environment fostered a sense of community and support for local artisans.

Economic Impact

• The Saras Aajeevika Mela plays a crucial role in promoting economic sustainability among rural communities. By facilitating direct sales and interactions with consumers, it helps artisans gain insights into market trends and customer preferences. This exposure is vital for their growth as entrepreneurs.
• The initiative is part of the Deendayal Antyodaya Yojana-National Rural Livelihood Mission (DAY-NRLM).

Deendayal Antyodaya Yojana-National Rural Livelihood Mission

• It is a Centrally Sponsored Programme, launched by the Ministry of Rural Development in 2011.
• It aims to eliminate rural poverty through the promotion of multiple livelihoods and improved access to financial services for the rural poor households across the country.
• It involves working with community institutions through community professionals in the spirit of self-help which is a unique proposition of DAY-NRLM.

Key features

• Mobilizing rural households into SHGs.
• Organizing one-woman member from each rural poor household into SHGs
• Providing training and capacity building to SHG members
• Providing access to financial resources from their own institutions and banks.