Women entrepreneurs from Gujarat's self-help groups have collectively generated over ₹39.06 crore in sales through 236 Saras Melas held across the state over the past five years, with the fairs giving thousands of Sakhi Mandal members direct access to consumers and commercial markets. The initiative, spearheaded by the Gujarat Livelihood Promotion Company Limited (GLPC), has seen participation from more than 8,500 self-help groups.

How the Saras Melas Work

The fairs are designed to eliminate middlemen, allowing women to interact face-to-face with customers, promote their handmade and artisanal products, and scout opportunities to scale their businesses. GLPC provides participants from Sakhi Mandals with free stalls, as well as accommodation, meals, and travel allowances to offset commuting costs. Additionally, 'Prerna Pravas' exposure visits transport women from different talukas to fair venues, helping them understand market dynamics, participation benefits, and direct-sale platforms before they exhibit.

Pre-Navratri Push Across Seven Districts

Ahead of the Navratri festival season, pre-Navratri Saras Melas are currently being organised in seven districts in phases until 10 October, with more than 250 self-help groups taking part. 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 feature 50 to 60 stalls showcasing handicrafts, handloom products, herbal items, decorative goods, and food products, alongside a dedicated GLPC booth offering information on schemes available to women.

A Success Story: Puriben Rabari of Jamnagar

Puriben Rabari of Jamnagar's Somnath Sakhi Mandal is among the entrepreneurs who credit the platform for transforming her craft into a sustainable livelihood. Selling traditional embroidery, mirror work, and patchwork under the 'Halari Handicraft' banner — including handmade jewellery, apparel, and decorative items — she has participated in the Saras Mela for the past two years.

'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 ₹1 lakh at each fair,' Rabari said. Her annual turnover has reached approximately ₹4.5 lakh to ₹5 lakh, and through GLPC's marketing support scheme, her products are now listed on e-commerce platforms and WhatsApp for online orders.

Footfall and Sales Milestones

The fairs have drawn substantial public interest. During this year's Shravan Utsav, seven Saras Melas were organised across Gujarat, with more than 370 women participating through 187 stalls. Those editions recorded sales of ₹1.40 crore and attracted over 10 lakh visitors. The broader initiative aligns with the Centre's 'Vocal for Local' campaign, promoting locally made products while building a sustainable commercial ecosystem for grassroots women entrepreneurs.

With the Navratri season approaching and fresh editions of the fair planned, the Saras Mela network is set to expand its reach further in the months ahead.