Shopian, Oct 20: In the heart of Batapora, Shopian, adjacent to the bustling court complex along the Mughal road, stands a beacon of local entrepreneurship – the Rural Mart, a brainchild of the Heena Self Help Group (SHG).
Supported by the J&K National Rural Livelihood Mission (JKRLM) and sponsored by the National Bank for Agriculture and Rural Development (NABARD), this mart proudly showcases a variety of locally crafted products.
The initiative received a generous grant of Rs 4.79 lakh from NABARD, providing the much-needed impetus for this venture.
Yasmeena Jan, the President of Heena SHG, serves as the driving force behind this endeavour. With the support of JKRLM and NABARD, the group found a platform to market their homegrown products, breaking free from the constraints of middlemen.
“We used to grow vegetables and fruits in Shopian but struggled to get fair prices through intermediaries. JKRLM stepped in, giving us a marketplace where our products truly belong to us,” said a salesman who manages the business operations.
He said the Rural Mart not only caters to the local community but also extends its reach to prominent areas like Srinagar airport and Dal Lake, providing employment opportunities and financial independence to the artisans.
Uzma Mehraj, District Programme Manager, Shopian, while highlighting the mart’s significance said it serves as a platform for SHG members to showcase their talents and generate income.
This initiative, supported jointly by NABARD and NRLM, has empowered women from across the district, enabling them to sell their handmade creations, including crafts, clothing, homemade food, and more, she said.
Rouf Zargar, District Development Manager (DDM) of NABARD, shed light on the broader vision behind the Rural Mart initiative. He said that NABARD’s commitment involves providing financial assistance of Rs 4.79 lakh for each rural mart, sustaining it over three years.
“This support covers essential aspects such as shop rent, staff salaries, marketing, and other necessary expenses,” he said.
