The Ministry of Rural Development has undertaken several initiatives to strengthen branding and enhance market access for products made by women Self Help Groups (SHGs) under the Deendayal Antyodaya Yojana – National Rural Livelihoods Mission (DAY-NRLM). To create a distinct national identity for SHG products, the Ministry has secured trademarks such as SARAS, SARAS Aajeevika and Aajeevika, which are being leveraged to promote and market SHG products at national, regional, state and district levels. The outreach and visibility of these brands are further strengthened through SARAS Melas organized across the country.

To provide a permanent retail platform for quality SHG products, the Ministry established the SARAS Aajeevika Gallery at Baba Kharak Singh Marg, New Delhi, showcasing curated products created by women Self Help Groups from across India. Complementing these efforts, the Ministry has also launched the eSARAS e-commerce platform and mobile application, enabling rural women entrepreneurs to access digital markets and connect with consumers nationwide.

The SARAS Aajeevika brand has helped transform the narrative from localized crafts to an organized, recognizable ecosystem of authentic rural products made by women SHG entrepreneurs.

Building on these initiatives, the Ministry will showcase the entrepreneurial achievements of rural women through the SARAS Aajeevika Gallery at the Rashtriya Gramin Vikas Sammelan (RGVS) 2026. The Sammelan will bring together the Hon’ble Union Minister for Rural Development, Ministers of State for Rural Development, State Rural Development Ministers, senior officials from the Central and State Governments, representatives of State Rural Livelihood Missions, and other key stakeholders to deliberate on the roadmap for a developed rural India. The SARAS Aajeevika Gallery will complement these deliberations by demonstrating how women SHGs are transforming traditional skills into sustainable livelihoods and successful enterprises.

At RGVS 2026, the SARAS Aajeevika Gallery will present a curated display of products created by women-led Self Help Groups from across the country, reflecting the richness and diversity of rural India. The showcase will feature renowned products such as Chanderi sarees from Madhya Pradesh, Phulkari from Punjab, Pashmina from Jammu & Kashmir, Patola and Ajrakh textiles from Gujarat, Kalamkari from Andhra Pradesh, Ikat and Telia textiles from Telangana, Paunchei from Mizoram, Kerala handloom products, marble handicrafts from Rajasthan, and numerous other handcrafted and value-added products from rural enterprises across India.

The Gallery will also feature Lakhpati Didis, representing successful women-led enterprises under DAY-NRLM and demonstrating the transformative impact of the Self Help Group movement.

As policymakers deliberate on pathways towards a developed rural India, the SARAS pavilion will serve as a living example of the successful implementation of DAY-NRLM, showcasing how market access, branding and enterprise promotion are enabling rural women to become entrepreneurs and job creators.

A key highlight of this year’s showcase will be the launch of the SARAS Shakti Collection—a thoughtfully curated premium gift collection featuring handcrafted products created by rural women SHGs from across the country. Designed as a distinctive gifting solution, the collection celebrates India’s rich artisanal heritage while creating new market opportunities and promoting women-led enterprises in institutional and wider consumer markets.

The launch of the SARAS Shakti Collection will provide a structured pathway for premium rural enterprises to access corporate, government and institutional markets directly.

As India advances towards the vision of creating 6 crore Lakhpati Didis, SARAS Aajeevika continues to strengthen market linkages, expand branding and market access initiatives, and create sustainable opportunities for women-led enterprises. Through physical retail platforms, digital commerce, national exhibitions, and curated product collections such as the SARAS Shakti Collection and re-imaging of the SARAS Gallery, the initiative is enabling rural entrepreneurs to reach wider markets while contributing to the vision of Viksit Bharat.

Building on the success of over 3 crore women entrepreneurs, the roadmap to 2029 positions the Lakhpati Didis as central drivers of India’s rural growth story.

The participation of SARAS Aajeevika at the Rashtriya Gramin Vikas Sammelan will reflect the Ministry’s continued commitment to strengthening women-led rural enterprises and creating an ecosystem where rural producers can build sustainable livelihoods, preserve India’s rich craft traditions, and contribute meaningfully to inclusive rural development.

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