JKRLM Launches National SARAS MELA at Kala Kendra | Kashmir Life

SRINAGAR: The Jammu and Kashmir Rural Livelihood Mission (JKRLM) on Saturday launched the national-level SARAS MELA at Kala Kendra in Jammu, where it will run until February 9, officials said.

The 10-day event brings together rural women entrepreneurs, particularly members of Self-Help Groups (SHGs), from Jammu and Kashmir and other states to showcase handicrafts, handlooms, indigenous food products and locally made items. The mela aims to provide a direct market link between rural producers and consumers.

Officials said the initiative is part of efforts to strengthen women’s livelihoods by enabling SHG members to sell their products, interact with buyers and gain exposure to market practices such as branding and packaging. Participants are also expected to benefit from understanding consumer preferences in a larger marketplace.

The event is being organised under the broader objective of promoting women-led enterprises and rural self-reliance. Artisans from different regions are presenting state-specific crafts and cultural products, offering visitors access to goods reflecting diverse traditions.

JKRLM said the mela is intended to support income generation for rural women and encourage entrepreneurship by creating opportunities beyond local markets.