Srinagar Feb 17: The Jammu and Kashmir Rural Livelihood Mission (JKRLM) is going to organise 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.
Addressing a press conference at Jammu, Dr. Shubhra Sharma, Mission Director JKRLM said the third edition of the SARAS Aajeevika Mela will provide 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,” Sharma said. “The entire mela 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.”
She said that entry to the fair will be free 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 a like,” she said.
She said that the fair will feature 70 stalls representing 18 states, offering a wide range of handmade products, including textiles, jewellery, pottery, woodcraft, metalwork, paintings, and home decor. A special culinary section will showcase traditional delicacies prepared by Self-Help Group (SHG) members, featuring regional favourites such as Kashmiri Wazwan and Dogri cuisine, in addition to live demonstrations of crafts such as pottery, grass handicrafts, and Basohli Art, capturing the spirit of rural artistry and the cultural legacy of the region,” Mission Director NRLM said.
“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,” she added.
