JAMMU, FEBRUARY 15: The Jammu and Kashmir Rural Livelihood Mission (JKRLM) is all set to organize the third edition of the SARAS Aajeevika Mela, a vibrant celebration of India’s art, culture, and traditions, from February 20 to March 1 at Kala- Kendra in Jammu.
Organized under Department of Rural Development and Panchayati Raj, this 10-day event aims to highlight the country’s diverse Art and craft while empowering rural artisans and entrepreneurs.
The fair will feature 70 stalls representing 17 states, offering a wide range of handmade products, including textiles, jewelry, pottery, woodcraft, metalwork, paintings, and home decor. A special culinary section will showcase traditional delicacies prepared by Self-Help Group (SHG) members, featuring regional favorites such as Kashmiri Wazwan, Dogri cuisine, additionally live demonstrations of crafts such as pottery, grass handicrafts, Basohli Art capturing the spirit of rural artistry and the cultural legacy of the region.
Cultural performances by local artists will be a key highlight, showcasing the rich artistic legacy of Jammu and Kashmir. The event also seeks to inspire the younger generation by promoting traditional crafts and encouraging a deeper connection to the region’s cultural roots.
Dr. Shubhra Sharma, Mission Director JKRLM, highlighted that the fair provides a unique platform for rural women artisans associated with the Deendayal Antyodaya Yojana-NRLM (DAY-NRLM) to exhibit and sell their products directly to consumers. By eliminating intermediaries, the event empowers these entrepreneurs to enhance their income, gain market insights, and refine their skills in product innovation and marketing.
Dr. Sharma emphasized that the entire event is managed by rural women, selling their products directly to the customers at each stall. To ensure a flawless experience for attendees, the venue will offer essential amenities besides ensuring the safety of the sellers as well as the customers.
Entry to the fair will be free of charge, and it will remain open daily from 10:00 AM to 8:00 PM. Visitors can explore nearly 70 stalls showcasing a variety of artisanal creations, making it a must-visit destination for art enthusiasts and cultural aficionados alike.
The SARAS Aajeevika Mela celebrates India’s artistic diversity and also serves as a catalyst for economic empowerment, enabling rural women to take center stage in the country’s growing entrepreneurial landscape.
