Gandhinagar, Oct 5 — Women from Gujarat’s self-help groups have generated more than Rs 39 crore in sales through 236 'Saras Melas' organised across the state over the past five years, with the fairs providing direct market access to thousands of members of 'Sakhi Mandals'.
The fairs, organised by the Gujarat Livelihood Promotion Company Limited (GLPC), have seen participation from more than 8,500 self-help groups, with total sales crossing Rs 39.06 crore.
The initiative allows women to interact directly with customers, promote their products and explore opportunities to expand their businesses.
The fairs are also being used to provide market exposure ahead of Navratri. Pre-Navratri Saras Melas are being organised in seven districts in phases until October 10, with more than 250 self-help groups taking part.
Women from different talukas are also being taken to the fair venues through ‘Prerna Pravas’ exposure visits to familiarise them with market opportunities, participation benefits and direct-sale platforms.
GLPC provides free stalls to women from Sakhi Mandals at these fairs, besides accommodation, meals and travel allowances to cover commuting expenses. For some participants, the fairs have become a route from traditional skills to regular commercial sales.
Puriben Rabari of Jamnagar’s Somnath Sakhi Mandal has been using the platform to sell traditional embroidery, mirror work and patchwork under the ‘Halari Handicraft’ banner.
Her products include handmade jewellery, apparel and decorative items.
“I have been participating in the Saras Mela for the past two years, and my entrepreneurial journey began with this fair. While I already had the necessary skills, the SARAS Mela gave me the right platform and connected me with the market. I generate sales of over Rs one lakh at each fair,” Rabari said.
She said her turnover last year was around Rs 4.5 lakh to Rs five lakh and that she had already reached the same level this year. Through GLPC’s marketing support scheme, her products are now listed on e-commerce platforms and WhatsApp, helping her to receive online orders.
“My goal is to present our traditional handicrafts in a contemporary style and reach as many people as possible. The SARAS Mela has played a significant role in my business success,” she said.
The fairs have also recorded significant footfall. During this year’s Shravan Utsav, seven Saras Melas were organised across Gujarat, with more than 370 women participating through 187 stalls. The fairs recorded sales of Rs 1.40 crore and attracted over 10 lakh visitors.
The state government is also planning a ‘Stree Shakti, Sakhi Shakti’-themed fair as part of the Vibrant Navratri Festival at the GMDC Grounds in Ahmedabad.
The fair will have 50 to 60 stalls where women will display and sell handicrafts, handloom products, herbal items, decorative goods and food products. A dedicated GLPC booth will provide information on schemes and opportunities available to women.
The fair is intended to provide another direct market platform for Sakhi Mandal members while promoting locally made products under the ‘Vocal for Local’ campaign.