1Dean & former Head, School of Commerce, COE & former Registrar, Ravenshaw University, Cuttack, Odisha, India
2Research Scholar in Management, School of Commerce and Management Studies, Ravenshaw University, Cuttack, Odisha, India
Online published on 20 March, 2021.
A major initiative was taken by the Ministry of Rural Development in the direction of promoting and marketing of rural products and building capacities of rural artisans during 1999-2000 when it participated in India International Trade Fair (IITF), 1999 under the banner of SARAS. These fair was to give exposure to SHGs/rural artisans/entrepreneurs to develop markets for products manufactured by beneficiaries of rural areas and, to create awareness amongst urban consumers and surrounding areas about rural products The participants bring an impressive range of rural products, which include handicrafts, textiles, artwork, furniture, items of daily use etc. In addition to the direct sales, bulk orders for the products are also received during these exhibitions. Exhibitions were held in the district as Palli Shree Mela to exhibit the rural products of the rural artisans/SHGs of the grass root level beneficiaries. The role of ORMAS in the marketing and promotion of rural products since it came into existence in 1991 has been crucial and vital. ORMAS has been organizing exhibitions for last 21 years in most of the cities of Odisha and also participated throughout the country, under the banner of "Pallishree Mela and Gramshree Mela". These mela provide the opportunity to the rural poor to upgrade & develop their products, customer handling skills and meet the needs and expectations of urban consumers leading to enlarging their customer base. In all important festivals of Odisha, exhibition are organised by ORMAS throughout the state which attracts both SHGs/Producers & buyers to get quality product at a good price. These platforms have given a boost to local indigenous products like Adisha, Badi Papad Pickles, Chhatua, and Mandia etc which was slowing dying from the regular habits of the people. The data of the last decade shows that the concept of Pallishree Mela has not only provided livelihoods to hundreds of artisans/SHGs/entrepreneurs but also helped them to improve their product market value and also increased the income.
Products, Promotion through Exhibitions, Sustainable Livelihoods, Income Generation
