Large turnout and sales underline market opportunity for SHG enterprises
The National SARAS Mela, being held at Punnami Ghat, Vijayawada, has brought together more than 1,500 women entrepreneurs from Self‑Help Groups (SHGs) across 34 states and Union territories, organisers said. The mela, organised under the Centre’s Deendayal Antyodaya Yojana–National Rural Livelihoods Mission (DAY‑NRLM), opened on October 13 and will run until October 31.
President Droupadi Murmu inaugurated the event on October 15, according to an official release. The exhibition — the first National SARAS Mela held outside the Delhi‑NCR region — features more than 650 stalls displaying handlooms, handicrafts, processed foods and a range of rural products intended to connect women producers directly with consumers and institutional buyers.
| Metric | Figure (reported) |
|---|---|
| Total entrepreneurs | 1,500+ |
| States/UTs represented | 34 |
| Stalls | 650+ |
| Cumulative sales (as of Oct 18) | ₹2.74 crore |
| Products sold (cumulative) | 1.13 lakh |
| Sales on Oct 18 | ₹1 crore (39,690 products) |
| Food‑court stalls | 50 |
| Food sales (approx.) | ₹50 lakh |
On‑ground response and product diversity
The mela has attracted substantial footfall: officials reported more than 60,000 visitors on October 18 alone. The SARAS Shakti Food Court, hosting about 50 food stalls, is drawing particular interest with regional specialities from across India.
- Vendors from Goa sold traditional bebinca, with over 20 kg moved in four days and the product reportedly selling out at times.
- An Assam stall showcasing black rice drew regular queries about preparation and ingredients, with vendors estimating around 150 customers a day.
- Rajasthani sellers recorded brisk evening demand, with reports of approximately 300 plates of dal pakwan and kachori sold on a busy day.
“The mela aims to provide direct sales, business networking and interaction with institutional buyers,”
organisers said, framing the event as more than an exhibition — a market‑testing space where rural entrepreneurs can refine product presentation and understand consumer preferences. Government data supplied with the event notes that SARAS Melas, which began in 1999, have grown over time: there have been 117 national editions to date and annual sales nationally have exceeded ₹200 crore, according to the release.
Policy linkages: Lakhpati Didi and enterprise scale‑up
The Vijayawada mela also intersects with the Centre’s Lakhpati Didi initiative, which aims to support SHG women to reach a minimum sustainable annual household income of ₹1 lakh. The government has set an enhanced target of creating six crore Lakhpati Didis, the release said.
A dedicated Lakhpati Didi Pavilion at Punnami Ghat highlights successful entrepreneurs, including some reporting annual incomes above ₹10 lakh and a few exceeding ₹1 crore, with the intention that peer examples will inform business models and marketing strategies for other SHG members.
For Vijayawada and the wider Krishna district, the mela creates short‑term commercial activity and longer‑term supply‑chain visibility: local buyers, hotel and catering firms, and institutional purchasers present during the fair can enable repeat orders and larger consignment opportunities. DAY‑NRLM organisers emphasise that exposure to urban consumer preferences is a key objective, enabling rural enterprises to adapt packaging, pricing and product mix.
Officials said the SARAS platform in Vijayawada will remain open until October 31, providing additional days for sales, buyer meetings and demonstrations aimed at converting event interest into sustained market access for SHG producers.
