Jammu and Kashmir To Host Unique National Fair Featuring Traditional Products from Across India

Srinagar, the summer capital of Jammu and Kashmir, is set to host a 10-day food and cultural fair starting March 15, showcasing diverse cuisines and unique indigenous products from across the country.

The ‘SARAS Aajeevika Mela,’ which will be “woman-led,” aims to provide a platform for participants to sell and promote their handmade products while creating marketing linkages with various selling platforms.

According to Indu Kanwal Chib, Mission Director of Jammu and Kashmir Rural Livelihoods Mission (JKRLM), the fair will have a total of 70 stalls, including 15 that will feature food items, in which women’s self-help groups (SHGs) will display handicrafts, handloom, and natural food items from different rural areas across the country.

This mela is unique in the sense that it’s the first time Kashmir is bringing different cultures from across the country to its land, an official said.

The fair will showcase an array of traditional products from various states, including cotton and silk sarees from Bihar, Phulkari garment products from Punjab, bamboo craft, and decorative items from Uttar Pradesh, zari sarees from Telangana, and leather slippers from Maharashtra.

Odisha, Punjab, West Bengal, Telangana, Meghalaya and other states have also confirmed their participation in the event, the official added.

Besides providing a platform for participants to sell and promote their products, according to the organiser of the event, the fair aims to facilitate and motivate the beneficiaries of self-help groups to exhibit and sell their products and to provide them with an opportunity for additional income, exposure, and interaction on a large scale.

The SHGs are supported by Deendayal Antyodaya Yojana -National Rural Livelihoods Mission (DAY-NRLM) scheme of the Ministry of Rural Development,

The fair will also feature a children’s activity area to help the young ones understand their ancient culture, rituals, food, art, and crafts through activities like on-the-spot pottery making. Additionally, the event will have cultural events showcasing the legacy of Jammu and Kashmir, the officials said.

To facilitate customers and mela enthusiasts, the organizers have made cashless transactions available at the venue, making it a safe and easy way to shop and support the SHGs. Overall, the event promises to be a unique and exciting experience, providing a platform for indigenous products and cultural exchange while boosting rural livelihoods, they added.