JAMMU, FEBRUARY 09: Saras AAJEEVIKA Mela 2026 organised by Jammu Kashmir Rural Livelihood Mission (JKRLM) concluded today, marking another successful chapter in the celebration of craft, culture, cuisine and entrepreneurship.
The Mela which began here at Kalakendra Jammu on January 31 concluded today, offering the visitors a myriad collection of hand made products and cuisines from across the country.
One of the central features of the mela was “Umeed Ka Zaika”, the Union Territory’s first Food Service Enterprise (FSE) brand. Conceptualised by the Jammu and Kashmir Rural Livelihoods Mission (JKRLM), the initiative is designed as an intervention to upgrade food-based livelihoods into structured, market-ready enterprises, improving presentation, quality standards and commercial viability.
Under a strategic partnership with Swiggy, “Umeed Ka Zaika” was introduced at the SARAS food court to strengthen sales and widen market access for participating groups. The platform brought together culinary practitioners to present traditional dishes, offering visitors insight into regional food practices and heritage.
Addressing the closing ceremony, Mission Director, JKRLM Kashmir Dr Shubhra Sharma emphasized the significance of the event. She remarked, “The Saras Aajeevika Mela is not just a fair; it’s a crucial platform that empowers women artisans, promotes their craftsmanship and offers them opportunities to thrive in a competitive marketplace.This Mela plays a vital role in boosting the confidence and economic independence of rural women, contributing to the holistic development of the region,she added
Referring to “Umeed Ka Zaika”, Dr Shubhra Sharma said the initiative was a labor of love that highlighted not just the food we cherish, but the stories behind every dish. It encapsulated the spirit of our community,”
Events like the SARAS Aajeevika Mela provide a physical space for this community spirit to flourish, fostering unity through cultural exchange and shared entrepreneurship. She said the mela contributed to strengthening confidence and economic independence among rural women, while also supporting broader regional development.
The event concluded in the presence of Additional Mission Director, JKRLM, Manpreet Kaur, along with State Project Managers, District and Block Programme Managers and officials from various line departments.
