SARAS Mela 2026 Promoting Rural Livelihoods

Source: PIB
GS II: Government policies and interventions for development; Welfare schemes for vulnerable sections of the population by the Centre and States and the performance of these schemes; mechanisms, laws, institutions and bodies constituted for the protection and betterment of these vulnerable sections; GS III: Inclusive growth

Why in the News?

The National SARAS Mela 2026 is being organised at Punnami Ghat, Vijayawada, Andhra Pradesh, from 13 to 31 October 2026. It is the first National SARAS Mela to be held outside the Delhi-NCR region.

News in Brief

• The Mela brings together around 1,500 women Self-Help Group (SHG) entrepreneurs and Lakhpati Didis from 34 States and Union Territories, with more than 650 stalls.
• It provides opportunities for product marketing, business training, institutional support and buyer–seller interactions.
• The eSARAS platform extends market access beyond physical exhibitions by enabling customers to discover and purchase SHG products online.
• The initiative promotes women’s economic empowerment, traditional crafts, rural livelihoods and the vision of Vocal for Local and Atmanirbhar Bharat.

About SARAS Mela

• SARAS Melas are organized under DAY-NRLM to connect rural women-led enterprises with consumers, institutional buyers and wider markets.
• The first National SARAS Mela was organized in Delhi in 1999, with around 65 beneficiaries.
• Since then, the initiative has expanded to national, regional, state and district levels.
• 117 National SARAS Melas have been organized, with annual sales exceeding rupees 200 crore.
• States and Union Territories organize at least two State-level SARAS Melas annually, while around 50 events take place nationally each year on average.
• SARAS Melas help rural women move beyond subsistence-based livelihoods towards sustainable enterprises by improving market access, product visibility and business connections.

DAY-NRLM and Rural Women’s Empowerment

• The Deendayal Antyodaya Yojana-National Rural Livelihoods Mission (DAY-NRLM) is a flagship government programme aimed at reducing rural poverty and promoting sustainable livelihoods.
• Its major functions include;
  • Organizing rural women into Self-Help Groups and their federations.
  • Improving access to financial services, skills, technology and livelihood opportunities.
  • Supporting women-led enterprises through branding, product visibility and market linkages.
  • Connecting SHGs with physical, digital and institutional markets.
• SARAS Melas complement these efforts by enabling women to sell directly to consumers, understand market preferences and develop long-term business partnerships.

Lakhpati Didi Initiative

• A Lakhpati Didi is a woman belonging to an SHG whose household earns at least rupees 1 lakh annually on a sustainable basis.
• The assessment covers at least four agricultural seasons and/or business cylce.

Key developments;

• The initiative received national impetus in August 2023, with an initial ambition to create two crore Lakhpati Didis.
• The target was increased to three crore in the Interim Budget 2024–25.
• Three-crore milestone was achieved by December 2025.
• In February 2026, the government announced an enhanced target of six crore Lakhpati Didis.
• SARAS Melas support this initiative by providing market access, business learning, branding opportunities and avenues for bulk and institutional orders.
• The initiative illustrates the shift from providing livelihood opportunities to ensuring sustainable household incomes and promoting women-led entrepreneurship.

Major Attractions of the Vijayawada Mela

• The Mela showcases India’s diverse traditional crafts, textiles, processed foods and regional products.
• Examples include;
  • Textiles: Phulkari from Punjab, Pashmina from Jammu and Kashmir, Ikat and Telia textiles from Telangana, and Paunchei from Mizoram.
  • Handicrafts: Meenakari, Dokra, brasswork, woodcraft and traditional paintings.
  • SHAKTI installation: A 16-foot installation titled SHAKTI – The Spirit of Lakhpati Didi symbolises women’s collective strength, craftsmanship and economic independence.
  • Institutional support: The Mela receives support from institutions such as NABARD and the National Institute of Rural Development and Panchayati Raj (NIRDPR).
• These activities promote traditional knowledge while creating opportunities for rural producers to access national markets.

Dedicated Pavilions and Their Functions

• The Vijayawada Mela goes beyond product exhibitions by providing spaces for trainig, knowledge-sharing and institutional linkages.

• The pavilions encourage peer learning and help women improve product quality, business practices and access to institutional support.
• The Convergence Pavilion also connects SHG entrepreneurs with platforms and institutions such as the Ministry of MSME, Ministry of Textiles, ONDC, Government e-Marketplace (GeM) and TRIFED.

India Food Court

• The India Food Court highlights the role of food-based enterprises in rural women’s economic empowerment.
  • It features 50 food stalls showcasing regional cuisines.
  • More than 200 first-generation women food-service entrepreneurs from over 28 States and Union Territories participate.
  • Dishes include Litti Chokha from Bihar, Hyderabadi Dum Biryani, Mushroom Pitha from Assam, and Makke Di Roti with Saag from Punjab.
  • It provides women entrepreneurs with opportunities to showcase regional culinary traditions in a national marketplace.
• The initiative demonstrates how traditional food knowledge can support entrepreneurship, preserve cultural heritage and create income-generating opportunities.

Digital Integration and Market Access

• The SARAS ecosystem combines physical exhibitions with digital platforms to ensure that market opportunities continue beyond the Mela.
• Key components;
  • UPI: Enables convenient and transparent digital payments. Cash and coupon-based payment facilities are also available for visitors who prefer them.
  • eSARAS platform: Allows customers to discover and purchase products made by SHG entrepreneurs online.
  • SARAS Gallery and e-commerce channels: Help rural products reach customers beyond geographical boundaries.
  • SARAS Mela Digital App: Introduced in 2025 to support SHG nominations, attendance management and the sharing of event-related information.
• Digital integration can expand market reach, improve product visibility and reduce dependence on physical exhibitions.
• However, sustained benefits depend on digital literacy, product quality, logistics and reliable delivery systems.

Cultural Significance

• The Mela features traditional art forms, crafts, textiles, music and dance from participating regions.
• These showcases;
  • Preserve traditional skills and cultural heritage.
  • Promote regional identities and indigenous craftmanship.
  • Connect cultural products with commercial opportunities.
  • Encourage consumers to appreciate the people and skills behind handmade products.

Significance for Rural Development

• The Vijayawada Mela reflects a broader approach to decentralizing national platforms and bringing market opportunities closer to producers and consumers.
• Its major contributions include;
  • Women’s empowerment: Strengthens women’s participation in economic activities and decision-making.
  • Rural entrepreneurship: Helps SHGs develop sustainable, market-oriented enterprises.
  • Financial inclusion: Creates opportunities to connect women entrepreneurs with financial institutions and government support.
  • Traditional industries: Promotes local crafts, textiles, food products and indigenous skills.
  • Digital inclusion: Connects rural enterprises with online marketplaces and digital payments.
  • Regional development: Extends national-level market opportunities beyond Delhi-NCR.
  • Local manufacturing: Supports the broader objectives of Vocal for Local and Atmanirbhar Bharat.
• The Mela was organized during SEVA Pakhwada, beginning on 2 October 2026, as part of the government’s efforts to promote public participation and development-oriented initiatives.

Challenges

• Despite their potential, rural women-led enterprises faces several constraints.
• Rural women-led enterprises face several challenges, including limited access to wider markets and continued dependence on local sales.
• Inadequate branding, packaging and quality certification can restrict their competitiveness, while limited digital literacy affects their participation in e-commerce.
• Access to affordable credit, storage and reliable transportation also remains a concern.
• Moreover, participation in exhibitions does not necessarily ensure regular sales or sustainable household incomes.

Way Forward and Conclusion

Strengthening partnerships between SHGs, retailers, e-commerce platforms and institutional buyers can expand market access for rural women entrepreneurs. Better access to affordable credit, skill development, business mentoring, digital literacy, quality certification and branding can improve their competitiveness. Reliable logistics and supply chains, along with the expansion of regional SARAS Melas, can connect rural producers with wider markets.

SARAS Melas can help transform rural women’s traditional skills into sustainable enterprises. Integrating market access, digital platforms and institutional support with the Lakhpati Didi initiative can strengthen women’s economic empowerment, promote inclusive growth and advance the vision of Vocal for Local and Atmanirbhar Bharat.

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