Vijayawada: The National Saras Mela-2026 at Punnami Ghat in Vijayawada has recorded cumulative sales of ₹8.24 crore, with around 3.60 lakh products sold by self-help group (SHG) women entrepreneurs from across the country.
The exhibition registered sales of ₹1.07 crore, covering 82,730 products, in a single day on Friday, attracting more than 63,000 visitors.
The mela, organised jointly by the Union rural development ministry and the AP state rural livelihoods mission and the society for elimination of rural poverty, is providing a national platform for rural women to showcase their products, reach customers and expand their businesses.
Cultural programmes have emerged as another major attraction, with performances of Kuchipudi and Bharatanatyam drawing visitors.
The traditional Fugdi folk dance performed by women from Goa received an enthusiastic response.
The performers danced in circles and lines, creating rhythm through rapid footwork and a distinctive sound produced by blowing through their mouths, without musical instruments.
The cultural events encouraged visitors to explore exhibition stalls, boosting the visibility and sales of women-led enterprises.
The mela is also promoting sustainable agriculture and household nutrition.
At the Convergence Pavilion, experts from the Andhra Pradesh community managed natural farming (APCNF) and Rythu Sadhikara Samstha conducted an awareness programme for SHG members from Krishna district on natural farming and nutrition kitchen gardens.
The experts explained how kitchen gardens could improve household food security by providing fresh, nutritious vegetables and reducing dependence on outside sources.
They also highlighted the pre-monsoon dry sowing (PMDS) method for improving soil structure and its microbial health, helping crops withstand adverse weather conditions.
Participants were introduced to the nine universal principles of APCNF, which emphasise ecological balance, sustainable cultivation and reduced dependence on external agricultural inputs.
In another initiative, the India SME Forum organised an interactive session on “Social Commerce: Turning Connections into Customers” under the mela’s entrepreneurship development programme.
Around 350 aspiring women entrepreneurs from Guntur, Krishna and NTR districts participated.
Panellists Sushil Modi, co-founder and CEO of Ziplip; Majunath, founder of the Sampati AI Commerce Intelligence Platform; and Ashish Tendulkar, an omnichannel specialist, explained how WhatsApp, Instagram and Facebook could help women entrepreneurs promote products, reach customers and increase sales at relatively low cost.
They stressed the need to identify target customers, understand their preferences and purchasing behaviour, and align products with market demand.
Attractive product photographs, clear descriptions and effective online promotion were highlighted as essential tools.
Experts also explained the four Ps of marketing — product, price, place and promotion — and discussed the potential of artificial intelligence in business development.
S Jayapradha, an SHG entrepreneur from Eluru district, demonstrated how to showcase jute bags and other products to attract online customers.
Ramaiah, assistant professor at the School of Management, Apollo University, was also associated with the session.: The National Saras Mela-2026 at Punnami Ghat in Vijayawada has recorded cumulative sales of ₹8.24 crore, with around 3.60 lakh products sold by self-help group (SHG) women entrepreneurs from across the country.
The exhibition registered sales of ₹1.07 crore, covering 82,730 products, in a single day on Friday, attracting more than 63,000 visitors.
The mela, organised jointly by the Union rural development ministry and the AP state rural livelihoods mission and the society for elimination of rural poverty, is providing a national platform for rural women to showcase their products, reach customers and expand their businesses.
Cultural programmes have emerged as another major attraction, with performances of Kuchipudi and Bharatanatyam drawing visitors.
The traditional Fugdi folk dance performed by women from Goa received an enthusiastic response.
The performers danced in circles and lines, creating rhythm through rapid footwork and a distinctive sound produced by blowing through their mouths, without musical instruments.
The cultural events encouraged visitors to explore exhibition stalls, boosting the visibility and sales of women-led enterprises.
The mela is also promoting sustainable agriculture and household nutrition.
At the Convergence Pavilion, experts from the Andhra Pradesh community managed natural farming (APCNF) and Rythu Sadhikara Samstha conducted an awareness programme for SHG members from Krishna district on natural farming and nutrition kitchen gardens.
The experts explained how kitchen gardens could improve household food security by providing fresh, nutritious vegetables and reducing dependence on outside sources.
They also highlighted the pre-monsoon dry sowing (PMDS) method for improving soil structure and its microbial health, helping crops withstand adverse weather conditions.
Participants were introduced to the nine universal principles of APCNF, which emphasise ecological balance, sustainable cultivation and reduced dependence on external agricultural inputs.
In another initiative, the India SME Forum organised an interactive session on “Social Commerce: Turning Connections into Customers” under the mela’s entrepreneurship development programme.
Around 350 aspiring women entrepreneurs from Guntur, Krishna and NTR districts participated.
Panellists Sushil Modi, co-founder and CEO of Ziplip; Majunath, founder of the Sampati AI Commerce Intelligence Platform; and Ashish Tendulkar, an omnichannel specialist, explained how WhatsApp, Instagram and Facebook could help women entrepreneurs promote products, reach customers and increase sales at relatively low cost.
They stressed the need to identify target customers, understand their preferences and purchasing behaviour, and align products with market demand.
Attractive product photographs, clear descriptions and effective online promotion were highlighted as essential tools.
Experts also explained the four Ps of marketing — product, price, place and promotion — and discussed the potential of artificial intelligence in business development.
S Jayapradha, an SHG entrepreneur from Eluru district, demonstrated how to showcase jute bags and other products to attract online customers.
Ramaiah, assistant professor at the School of Management, Apollo University, was also associated with the session.
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