Role of ORMAS in Marketing and Promotion of Rural Products through Exhibitions in Odisha: A brief Overview

ORMAS has played quite a significant role in the marketing and promotion of rural products since it came into existence in 1991. In fact the contribution made by ORMAS has been instrumental in establishing it as a household name in Odisha. ORMAS has been organizing exhibitions for last 21 years in most of the cities of Odisha under the banner of "Pallishree Mela". The name of the Mela that implies 'wealth of villages’ provides an opportunity to rural poor to sell their products directly in major urban centres & also interact with the urban buyers to know their tastes/preferences for various types of products. Thus the mela is quite helpful in upgrading& developing their products, customer handling skills and meeting the needs and expectations of urban consumers leading to enlarging their customer base. It has almost become a trend in Orissa that during important local festivals, ORMAS Exhibition is regularly held to attract both SHGs/Producers & buyers to meet and strengthen their relationship for a good product. The data of the last decade shows that the concept of Palli Shree Mela has not only increased the revenue but also has reached to every corner of the Odisha State and outside the state as well.