Vijayawada: Vijayawada is set to host the National SARAS Mela 2026 from October 13 to 31, bringing together more than 1,500 women entrepreneurs associated with Self-Help Groups (SHGs) from over 30 States and Union Territories. The event is being organised by the Union Ministry of Rural Development in collaboration with the Society for Elimination of Rural Poverty (SERP), Andhra Pradesh.
President Droupadi Murmu will inaugurate the event on October 15 at 11:30 AM at Punnami Ghat, Vijayawada. The mela marks the first time the National SARAS Mela is being organised outside the Delhi-NCR region.
The event aims to provide rural women entrepreneurs with opportunities to showcase their products, connect directly with customers, expand market access and strengthen their livelihoods. It will feature traditional crafts, handloom products, regional cuisines, live demonstrations and dedicated platforms for business development and institutional support.
The mela will coincide with the Dasara Sharannavaratri Utsavams and Vijayawada Utsav 2.0, adding to the city’s festive and cultural activities.
The event is designed to connect women-led rural enterprises with consumers, businesses and institutions that can support their growth.
Lakhpati Didi Initiative Takes Centre Stage
A major attraction of the mela will be the Lakhpati Didi Pavilion, which will highlight the journeys of rural women who are turning their skills and participation in Self-Help Groups into sustainable enterprises.
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The pavilion will give visitors an opportunity to learn about the experiences of women entrepreneurs and understand how access to skills, institutional support and markets can contribute to greater financial independence.
The event is aligned with the Deendayal Antyodaya Yojana–National Rural Livelihoods Mission (DAY-NRLM) and the government’s vision of creating six crore Lakhpati Didis by 2029.
The initiative seeks to strengthen rural livelihoods by helping women-led enterprises improve their incomes and build sustainable businesses.
From Phulkari to Pashmina: Rural Products from Across India
The National SARAS Mela will bring together traditional crafts, textiles and food products representing the cultural diversity of participating states and Union Territories.
Visitors will be able to explore a range of regional products, including:
- Phulkari: Traditional embroidery from Punjab.
- Pashmina: Fine woollen products from Jammu and Kashmir.
- Ikat and Telia textiles: Traditional textile crafts associated with Telangana.
- Paunchei: Traditional attire from Mizoram.
- Meenakari: Decorative enamel work.
- Dokra: Traditional metal craft.
- Brasswork and woodcraft: Handcrafted products reflecting regional artistic traditions.
- Traditional paintings: Artworks representing India’s diverse cultural heritage.
The mela will also feature regional delicacies and home-style cuisines from across the country. A food court with 50 stalls will provide visitors with an opportunity to sample different culinary traditions.
By enabling SHG women to sell directly to customers, the event aims to help producers build buyer relationships, increase product visibility and explore opportunities beyond their local markets.
Knowledge and Convergence Pavilions to Support Women Entrepreneurs
Beyond product displays and sales, the mela will include dedicated platforms to help participating women strengthen their business capabilities.
The key pavilions and their roles include:
- Knowledge Pavilion: Women entrepreneurs will interact with corporates, industry experts and organisations on branding, marketing, packaging, business development and market expansion.
- Convergence Pavilion: The platform will connect participants with government departments, ministries and institutions that support rural enterprises.
- Demo Pavilion: Visitors will be able to watch live demonstrations of handloom weaving and handicraft production.
- Lakhpati Didi Pavilion: The pavilion will showcase the journeys of women building sustainable enterprises and improving their livelihoods.
These initiatives are intended to help rural producers move beyond local sales and develop the skills and connections needed to expand their businesses.
‘SHAKTI’ Installation to Symbolise Women’s Collective Strength
One of the prominent attractions will be a 16-foot installation titled “SHAKTI – The Spirit of Lakhpati Didi.”
The installation will symbolise the collective strength of rural women who preserve traditional craftsmanship while turning their skills into sources of income, independence and prosperity.
The event will also feature cultural programmes celebrating women’s entrepreneurship and India’s diverse artistic traditions.
The National Bank for Agriculture and Rural Development (NABARD) and the National Institute of Rural Development and Panchayati Raj (NIRDPR) are among the government institutions supporting the mela.
eSARAS Platform to Expand Market Access
The mela’s objectives extend beyond the physical marketplace. The SARAS Aajeevika Gallery and eSARAS digital platform are intended to help women entrepreneurs showcase their products and reach a wider customer base.
Digital market access can help rural producers connect with consumers beyond their immediate geographical areas and create opportunities for sustained sales.
By combining direct selling, digital platforms, business guidance and institutional linkages, the initiative seeks to strengthen the commercial prospects of women-led Self-Help Group enterprises.
Rural Women Entrepreneurs at the Heart of the Mela
The National SARAS Mela 2026 places women entrepreneurs at the centre of efforts to strengthen rural livelihoods and promote economic inclusion.
Through product exhibitions, live demonstrations, business interactions and access to government support systems, the event aims to create opportunities for women to turn traditional skills into viable enterprises.
The Vijayawada edition will bring together rural products and entrepreneurial experiences from across India, highlighting the role of women-led businesses in preserving traditional crafts while building more sustainable sources of income.
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