Posted On:
24 OCT 2026 4:57PM by PIB Vijayawada
Vijayawada,
24 October 2026
The Deendayal Antyodaya Yojana–National Rural Livelihoods Mission (DAY-NRLM), under the Ministry of Rural Development, Government of India, promotes the economic empowerment of rural women through Self-Help Groups (SHGs), financial inclusion, and sustainable livelihood opportunities. The National SARAS Mela is one of the Ministry’s flagship market-access initiatives, providing women-led enterprises with opportunities to showcase and sell their products, engage directly with consumers and buyers, understand market preferences, and establish sustainable business linkages. Since its inception in 1999, SARAS has evolved into an important platform for product visibility, branding, enterprise development, and access to physical, digital, and institutional markets.
The National SARAS Mela, Vijayawada, Andhra Pradesh, being held from 13 to 31 October 2026, marks a significant milestone as the first National SARAS Mela organised outside the Delhi-NCR region. Organised under DAY-NRLM and supported by the Andhra Pradesh Society for Elimination of Rural Poverty (SERP), the Mela brings together approximately 1,500 women entrepreneurs from 34 States and Union Territories across more than 650 stalls. The event showcases a diverse range of handlooms, handicrafts, natural foods, processed products, and traditional crafts, creating opportunities for market expansion and enterprise growth in alignment with the Lakhpati Didi initiative, Vocal for Local, and Atmanirbhar Bharat.
Against this backdrop, the Marketing Centre of the National Institute of Rural Development and Panchayati Raj (NIRDPR), Delhi Branch, organised a training programme on “Export Marketing of SHG Products: Challenges and Opportunities” at the National SARAS Mela. The programme witnessed the participation of 90 SHG Didis and 35 State Nodal Officers representing different states across India. The training was facilitated by Shri Chinthalapudi Malleswara Rao, Expert in Export Marketing, as the resource person.
The programme was further enriched by the participation and contributions of Shri Chiranjee Lal Kataria, Assistant Director; Shri Sudhir Kumar Singh, Research Officer, Marketing Centre, NIRDPR, Delhi Branch; Shri Rajeev Singhal, National Mission Manager, NRLM; and Dr. Shivshankar Prasad, Director, SERP, Andhra Pradesh. The discussions focused on strengthening the marketing capabilities of SHG enterprises and exploring opportunities to expand their presence in national and international markets.
The session featured interactive discussions in which SHG Didis from different states shared their experiences, highlighted marketing challenges, and explored practical solutions. Key issues included identifying international buyers, reducing dependence on middlemen, maintaining consistent product quality, improving packaging and branding, obtaining relevant registrations and certifications, and addressing export-related documentation, logistics, and financial requirements.
The training highlighted the export potential of organic and chemical-free products, millet based foods, spices, handloom textiles, handicrafts, and handmade products produced by SHG women. Their traditional skills, cultural heritage, and distinctive product stories were recognised as valuable strengths in international markets. Participants explored various routes
to reach buyers, including social media, e-commerce platforms, trade fairs, buyer–seller meetings, merchant exporters, and collective marketing through SHG federations. The role of District Export Hubs, Export Promotion Councils, and support available under relevant Central and State Government schemes was also discussed.
Emphasis was placed on improving product quality, strengthening collective marketing, developing direct buyer linkages, and using feedback from international buyers to improve product design, packaging, and market readiness. Participants were encouraged to identify suitable products, understand market demand, and begin with manageable trial orders before gradually expanding their export operations.
The training programme received highly positive feedback from participants. The SHG Didis expressed confidence that the knowledge and practical insights gained would help them make their products and enterprises export-ready, strengthen their marketing strategies, explore new market opportunities, and scale up their businesses at both national and international levels. The programme reinforced the importance of capacity-building, digital marketing, institutional convergence, and sustainable market linkages in enabling SHG women to enhance their income, grow competitive enterprises, and contribute to the objectives of the Lakhpati Didi initiative.
****