04 September 2025 , New Delhi

The Union Ministry of Rural Development is set to host the 27th SARAS Aajeevika Mela 2025 at Major Dhyanchand National Stadium near India Gate, New Delhi, from September 5 to 22. This vibrant event will feature 200 stalls showcasing the talents of over 400 rural women from Self-Help Groups (SHGs) across all states and Union Territories. For the first time in Delhi, the Mela will offer a complete experience with food stalls, product sales, and cultural programs held every evening.

Joint Secretary (Rural Livelihood) Ms. Swati Sharma highlighted that the Mela is an opportunity for urban visitors to connect with rural life while exploring and purchasing traditional products, including various sarees like Tassarsarees, Bagru print, Patola, Kanthasarees, and Chanderisarees, alongside woolen products from Uttarakhand and Himachal Pradesh, natural food items, woodcraft from Karnataka and Telangana, and Palash products from Jharkhand. The event will also feature a SARAS India Food Court, environment-friendly initiatives, cart services for senior citizens, and entertainment zones for children, with competitions for school and college students.

Dr. Molishree, Director (Rural Livelihood), emphasized that the Mela connects people to their roots while promoting livelihood opportunities under the Deendayal Antyodaya Yojana – National Rural Livelihood Mission (DAY-NRLM), which has empowered 10 crore women, with over 2 crore becoming “Lakhpati Didis” earning over a lakh rupees annually. The Mela will include a Knowledge Pavilion for financial literacy and digital marketing sessions, an Experience Pavilion with live craft and food demonstrations, and a Convergence Pavilion to foster entrepreneurship through coordination with various ministries. Major companies like Amazon and Flipkart are supporting the SHGs, with their products recently exported to Maldives and efforts underway with India Post to expand their reach nationwide.