Comm’r Secy RDD hails JKRLM’s performance in Jammu

Jammu, Feb 10: Commissioner Secretary, Rural Development Department (RDD) and Panchayati Raj, Mandeep Kaur on Sunday appreciated the efforts of Jammu & Kashmir Rural Livelihoods Mission (JKRLM) for its laudable performance in the Jammu region.
Interacting with the artisans and women entrepreneurs of various self help groups from across the country at SARAS Ajeevika Fair at Bagh-e-Bahu here, the Commissioner Secretary received feedback from the participant SHG women regarding their experiences of the mela besides enquiring them about the sale of their unique products.
“This SARAS Fair is witnessing an exchange of urban and rural cultures among the participants who have come from different parts of the country. SARAS not only provides them with economic uplift and immense business opportunities but they also get an opportunity to learn about each other’s rich culture and tradition,” she said.
The fair, a first-of-its-kind eleven-day-long event, witnessed the participation of women self help groups from around 17 states and UTs from across the country. The mega event provided a platform for rural SHG women to sell and promote their self-made products and create marketing linkages with various selling platforms. About sixty stalls and 10 food courts have been set up at the exhibition site showcasing unique crafts, handicrafts, handlooms and cuisines of different regions.
Pertinently, SARAS Mela is a remarkable initiative of the Ministry of Rural Development (MoRD) which aims to provide a platform for rural artisans to showcase their skills and products and also develop a market for themselves. It provides a lucrative opportunity for rural producers to sell their products directly in major markets, interact with the buyers and study and comprehend the latter’s tastes, preferences and choices. Thus, it helps them to upgrade and tailor their products, hone marketing skills and provide superlative services to consumers while benefiting from larger marketing opportunities. The mela aims to eradicate middlemen between the craftsperson and the local buyers and ensure an increase in margins for the artisans.
The mela which began on February 4 will conclude on February 14. Commissioner Secretary was accompanied by Additional Mission Director JKRLM, Jammu, Mridhu Slathia and other officials of the Mission.