SARAS Mela by ASRLM sparks economic surge for women entrepreneurs

Guwahati: The Asomi SARAS Mela, held annually in Guwahati, is not just a marketplace; it is a vibrant platform where the skills and products of rural artisans, particularly women from Self Help Groups (SHG), come to life. Initiated by the Ministry of Rural Development, this unique fair in the heart of the city seeks to empower rural artisans and entrepreneurs from across India.

The Assam State Rural Livelihood Mission (ASRLM) has been instrumental in organizing this fair, creating avenues for economic growth and fostering a sense of entrepreneurial confidence among the rural communities.

With this year's edition underway, Business North East reached out Masanda Pertin, IAS, the Mission Director of ASRLM, to share her insights. We asked her about the potential of the Saras Mela as a catalyst for growth in the countryside and the ASRLM's vision for the resilient women of Assam. Below are excerpts from our interaction:

BNE: As Asomi Saras Mela 2023-24 is underway, can you share with us its aims and objectives?

ASRLM Mission Director: Asomi SARAS Mela is a distinct initiative under the Ministry of Rural Development (MORD) that provides a platform for rural artisans from SHGs and is supported by the National Rural Livelihoods Mission. The aim is to showcase their skills, and products, and create a space in the market for them. We host SARAS Melas twice a year, fostering opportunities for artisans from within and outside the state. The primary goal is to provide a market for rural women and boost their confidence.

BNE: What is the main focus of the SARAS Mela and what is the major attraction this year?

ASRLM Mission Director: This year's edition is underway in Guwahati's Ganesh Mandir Indoor Stadium at Khanapara and will continue till January 2024. The main focus is on handloom and handicrafts, with entrepreneurs selected from SHG members developed under ASRLM and other projects. This year's SARAS Mela features stalls from various regions, including Chattisgarh, Maharashtra, Jammu and Kashmir, Himachal Pradesh, Ladakh, Dhemaji, Lakhimpur, and Sivasagar right here in Assam. The event showcases diverse products such as fulkari, jutis, odisha fabric, Kashmiri weaves, and more. People may not be familiar with these, so they need to visit the fair to discover these vibrant products.

BNE: How is the Asomi SARAS Mela benefitting artisans, entrepreneurs, and traders in the rural economy?

ASRLM Mission Director: SARAS Mela provides a direct platform for artisans to meet buyers, fostering market exposure, networking, and learning business ethics. It has a significant impact on the rural economy by creating opportunities for entrepreneurs to understand market demands. We aim to connect not just with SHGs but also with incubation centers with an emphasis on bamboo and cane craft missions. Collaborations with organizations like NABARD and NERAMAC are part of our efforts for further ventures.

BNE: How were last year's sales, and what are the expectations this year?

ASRLM Mission Director: Last year, we had a commendable revenue of 8 crores. This year, in just five days, we have surpassed Rs 80 lakhs. The expectations for this year's SARAS Mela are high, building on the success of the previous edition.

BNE: What is the direct economic impact of the SARAS Mela?

ASRLM Mission Director: ASRLM's commitment to organizing two SARAS Melas annually provides market opportunities to rural women who are part of SHGs across the state. This not only stimulates economic activity but also contributes to the social development in the region.

BNE: What opportunities does SARAS Mela provide, and how does it benefit women entrepreneurs particularly?

ASRLM Mission Director: SARAS Melas offers rural manufacturers a direct avenue to major markets, allowing them to interact with buyers, understand preferences, and upgrade their products based on feedback. For women entrepreneurs, it creates larger marketing opportunities and allows them to be financially independent and stable.

BNE: What are your plans as the new Mission Director of ASRLM?

ASRLM Mission Director: My main focus is to encourage women entrepreneurs and empower them financially. ASRLMS is dedicated to working for rural women and transforming them into successful entrepreneurs. With Assam's outstanding performance in the livelihood mission, we aim to achieve the goal of 10 lakh "mahila lakhpatis" in every district of Assam.

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