Empowering Rural Women: SARAS Aajeevika Takes Center Stage
The Ministry of Rural Development is taking significant steps to enhance branding and market access for products crafted by women in Self Help Groups (SHGs) through the Deendayal Antyodaya Yojana – National Rural Livelihoods Mission (DAY-NRLM). By securing trademarks such as SARAS and Aajeevika, the Ministry aims to establish a distinct national identity for these handmade products, promoting them at various levels across the country. One of the main platforms for this initiative is the SARAS Mela, organized nationwide to increase brand visibility.
Creating a Permanent Showcase for Rural Artisans
In a bid to provide consistent retail opportunities for high-quality SHG products, the SARAS Aajeevika Gallery has been established on Baba Kharak Singh Marg in New Delhi. This venue showcases an array of curated products made by women from Self Help Groups throughout India. Complementing this effort is the newly launched eSARAS e-commerce platform and mobile app, which empowers rural women entrepreneurs to tap into digital markets and reach consumers across the nation.
SARAS Aajeevika Gallery at RGVS 2026
The SARAS Aajeevika Gallery will take center stage at the upcoming Rashtriya Gramin Vikas Sammelan (RGVS) 2026. This event will gather influential figures including the Hon’ble Union Minister for Rural Development and various state-level ministers. It will serve as a forum for discussing strategies towards the advancement of rural India. The gallery will exemplify the work of women-led SHGs, showcasing how these groups are transforming their traditional skills into viable businesses.
Diverse Treasures of Rural India
Attendees of RGVS 2026 can expect an impressive display of handcrafted products, highlighting the diversity and artistry of rural India. Featured items will include Madhya Pradesh’s Chanderi sarees, Punjabi Phulkari, Kashmiri Pashmina, Patola and Ajrakh textiles from Gujarat, as well as Kalamkari from Andhra Pradesh, among others. The exhibit will also shine the spotlight on successful women-led enterprises, termed Lakhpati Didis, emphasizing the powerful impact of the Self Help Group movement.
Launching the SARAS Shakti Collection
A standout feature of the showcase will be the introduction of the SARAS Shakti Collection, a premium gift line composed of handcrafted items made by women from SHGs. This curated range is designed to celebrate India’s rich artisanal heritage while creating new marketing avenues for these enterprises in corporate and institutional spaces.
Vision for Sustainable Growth
With the aim of establishing 6 crore Lakhpati Didis, the SARAS Aajeevika initiative continually focuses on enhancing market connections, strengthening branding, and providing sustainable opportunities for women entrepreneurs. By leveraging physical retail platforms, digital commerce solutions, and national exhibitions, this project is set to empower rural women and contribute to the broader vision of a prosperous Bharat.
As the success of over 3 crore women entrepreneurs evolves, the strategic roadmap to 2029 positions these Lakhpati Didis as essential contributors to India’s rural development narrative. Participation in RGVS underscores the Ministry’s relentless commitment to fortifying women-led rural enterprises, fostering sustainable livelihoods, and preserving the country’s rich craft traditions.
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