Patna: The Bihar Sars Mela this year has once again become a vibrant platform for rural entrepreneurship, with neera-based laddus, pedas, and tilkoot emerging as the main attraction. Crafted without sugar, these unique products are prepared by Pushpa Raj, a member of a Jeevika self-help group from Gaya district. The products were inaugurated by Chief Minister Nitish Kumar and have captivated visitors at the mela held at Gandhi Maidan, Patna.
Unlike traditional jaggery- or sugar-based sweets, these treats are made entirely from neera, offering a healthy and distinct alternative that has drawn significant attention. According to Pushpa Raj’s associate, the products are completely non-alcoholic and packed with health benefits. Their permanent outlet is located near the Bodh Gaya Buddhist temple. During the mela, sales from the stall have ranged from ₹10,000 to ₹20,000 daily.
Chief Minister Nitish Kumar had previously visited Pushpa Raj’s shop on April 16, 2022, and expressed appreciation for her innovative products. He followed up again on January 21, 2023, to check on the progress and continued success of her initiative.
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Global Reach of Neera Products
Pushpa Raj shared that the neera-based sweets have gained popularity beyond India. Tourists from Thailand and Japan visiting Bodh Gaya have purchased these products in large quantities, expanding their reach internationally.
Record Sales at Bihar Sars Mela
The Bihar Sars Mela, which began on December 11, has already witnessed sales exceeding ₹12.7 crore as of December 21. Over 2 lakh visitors have attended the event so far. The initial three days alone saw transactions worth ₹2.25 crore, setting a new record for the mela.
The mela features over 500 stalls run by Jeevika self-help group members from different districts, providing visitors with access to a wide variety of rural products. In addition to shopping, attendees are informed about Bihar government welfare schemes and can enjoy performances and displays of folk culture, traditions, skills, and cuisines from 25 different states, creating a truly immersive cultural experience.
The Sars Mela continues to serve as a significant platform for promoting rural entrepreneurship, empowering women, and bringing traditional and innovative local products into the mainstream market.
