SARAS Aajeevika Mela, an initiative by the Deendayal Antyodaya Yojana - National Rural Livelihoods Mission (DAY-NRLM), Ministry of Rural Development (MoRD), Govt of India with an objective to bring the rural women artisans and their SHGs under one roof to exhibit their skills, sell their products, help them access better market and marketing systems, understand the demand and taste of urban customers. The SARAS Aajeevika Mela 2019 was held at India Gate, New Delhi from 09th to 23rd Oct and it was inaugurated by Sadhvi Niranjan Jyothi, Hon’ble Union Minister for Rural Development, Government of India. Over 300 stalls were set up at the venue where the product ranges from Art & Artifacts, Handicrafts, Food, Textiles and Health from 28 States were showcased.
Lacquer Bangles from Rajasthan Jaipur Blue Pottery
Jade Beads Necklace from Puducherry Sohrai Painting from Jharkhand
Kalgudi was invited by the NRLM to do the digital catalogue and to develop digital library for this event from 9th Oct to 23rd Oct. We were a team of 8 and what transpired once we got to ground zero was nothing short of wonder and awe. Central Air conditioned Halls with security at every entrance were put up on either side of the Rajpath Road. Hall 1 and Food Court on one side Hall 2 and Conference Area on the other side was a sight to behold. We collected our passes for the event at the registration desk in Hall 2 and headed for a reconnaissance. Stalls with food related products were neatly being set up by the individual SHG teams, numbered and labeled with respective states they represented. Apple Chutney and Jam from Himachal Pradesh, Banana and Jackfruit chips from Kerala, Komal rice (Magic Rice) from Assam welcomed our wondrous faces. As we walked past the stalls with Khatari Bhau, Govind Bhog, Tulaipanji the fragrant rice varieties of West Bengal, the mouth watering aromas of sweets and pickles from different states, we also made a beeline to the variety of textile stalls lined up at the end of the hall. We had to step out reluctantly to find our designated stall no.196 in Hall 1 as we have a mammoth task ahead of us. Hall 2 gave us a sneak peek into the creative world of arts and artisans of Indian Handicrafts. It was a visual treat to see stalls of various categories of handmade products lined up like Pottery, Leather, Bamboo, Cane, Wrought Iron, Jute. We were amazed at the brilliant portrayal of Indian folk art all under one roof. We met the artists of Madhubani, Sohrai, Patachitra at their respective stall and hearing them talk about their art and rich cultural experiences was a once in a lifetime opportunity.
For the next 2 weeks we spoke to over 100 SHG members, collected information of over 800 products, our photography team clicked over 6500 product images for the digital catalog and the digital library. Our effort to ensure we cover all the speciality products from each state of India has been to a good start by participating in this mela. We are proud to say now that consumers can purchase the authentic Madhubani or Mithila Paintings from Bihar, Sohrai Art Paintings from Jharkhand, Kutch Handicrafts from Gujarat, Paithani Sarees from Maharashtra, Pashmina Sarees from Uttarakhand, Water Hyacinth Handicrafts from Assam, Water Rush Baskets and Bags from Manipur, Wrought Iron Artifacts of Bastar and Cane and Bamboo Handicrafts from Chhattisgarh, Dhokra Bell Metal Artifacts, Golden Grass Handicrafts and Patachitra Paintings from Odisha, Gond Paintings from Madhya Pradesh, Lac Bangles, Black Terracotta Pottery and Jaipur Blue Pottery from Rajasthan, Eri Silk from Meghalaya, Sitalpati Craft from West Bengal, Rosewood Inlay work from Mysore are just the tip of the iceberg. Our trip to Aajeevika has truly been a rewarding experience which the team will remember for years to come.
https://nrlm.kalgudi.com/
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