National SARAS Mela in Vijayawada Attracts Huge Public Response; Sales Cross ₹2 Crore

New Delhi :  The National SARAS Mela, being organised for the first time in Vijayawada under the aegis of the Ministry of Rural Development, Government of India, with the support of the Andhra Pradesh State Rural Livelihoods Mission (SERP), is attracting an overwhelming response from the public, said Sudhir Kumar, Additional Director, National Institute of Rural Development and Panchayati Raj (NIRDPR).

Addressing a press conference at the SARAS exhibition grounds at Punnami Ghat in Vijayawada on Saturday, Sudhir Kumar said that the primary objective of the Mela is to
provide a national-level marketing platform for products made by women members of Self Help Groups (SHGs) across the country and to promote women entrepreneurs.

He stated that around 600 stalls featuring handloom products, handicrafts and natural food products have been set up at the Mela. A dedicated food court with 50 live food stalls has also been established to offer visitors traditional cuisines from different States.

Around 1,500 women entrepreneurs associated with Self-Help Groups from 32 States and Union
Territories are enthusiastically participating in the event and showcasing their products.

Several dedicated pavilions have been established at the Mela grounds for the convenience of visitors and participating artisans. The Welcome Pavilion, located near Gate No. 2, houses a help desk, registration counter and lost-and-found centre to provide necessary assistance and information to visitors.

A Convergence Pavilion has been set up to showcase schemes implemented by various government departments and create awareness among SHG members about these
initiatives. The pavilion provides information on government schemes and opportunities available to women entrepreneurs.

Special training programmes are being organised at the Meet and Greet Pavilion to help women SHG members develop their products into quality brands and promote their sales in national and international markets. Conducted daily with the support of experts from
NIRDPR and other national-level specialists, the training programmes cover key areas such as branding, packaging, export marketing and value chain management.

The Lakhpati Didi Pavilion is another major attraction, showcasing the success stories, business skills and unique products of women entrepreneurs. The Demo Pavilion is also drawing considerable attention from visitors by providing live demonstrations of how women entrepreneurs manufacture their products.

Handloom textiles, handicrafts, natural food products, traditional art forms and regional cuisines from different States are among the major attractions of the Mela. By bringing India’s diverse cultures and traditions onto a single platform, the event is contributing to the economic empowerment of rural women.

The Mela is witnessing a daily footfall of approximately 40,000 to 50,000 visitors. With sales already exceeding ₹2 crore, the National SARAS Mela is providing extensive visibility and market opportunities for products made by women Self-Help Groups while contributing to
the strengthening of the rural economy.