Ganderbal, Jan 05: In a bid to empower rural women, Jammu and Kashmir Rural Livelihood Mission (JKSRLM) has opened ‘Umeed Market Place’ in Kangan area of Central Kashmir's Ganderbal district.
The purpose of this initiative is to empower artists and craftspersons of the district by providing them a platform to sell their goods directly to consumers.
According to the JKSRLM officials, the goods produced by self-help groups (SHG) would be exposed to the national market through this initiative and it will offer enough opportunities for product marketing.
The SHG members’ items will be promoted to a wider audience through the Umeed market place in whole J&K, making rural handicraft products accessible to tourists and locals at affordable cost.
Block Programme Manager Kangan, Javid Ahamd Parray said that the products manufactured by the SHGs run by the women have carved a niche in a fiercely competitive market.
“The women in the far-flung rural areas are keeping the wheels of socio-economic progress moving and women are being provided equal opportunities along with men,” he said.
Javid said many women, who used to remain confined within the four walls of their homes, have become successful entrepreneurs after getting affiliated with JKRLM Umeed to work on their ideas
Riyaz Ahmad Beigh Additional Mission Director, Jammu and Kashmir Rural Livelihoods Mission Umeed said that Umeed Market Place will serve as a point for Tourists and locals to place bulk orders and request for customized demands for corporate gifting as well.
He said opening of Umeed Market Place in Kangan for the products manufactured in the rural areas are steps towards increasing the visibility of the SHGs and making the rural handicrafts available at reasonable rates.
Riyaz said that Umeed Market Place will also provide an opportunity to the women artisans from rural areas to get accustomed with new market trends and modify their products as per the requirements of the customers.