* Coordinator, Centre for Rural Development and Strategic Studies, Prinicipal Investigator, UGC-UPE Rural Development Project Phase II., Professor and Head, Department of Commerce, University of Madras, Chepauk, Chennai-600 005. E-mail Id: professorsg@yahoo.com
** Full time Doctoral Research Scholar Department of Commerce, University Grants Commission-Senior Research Fellow, University of Madras, Chepauk, Chennai-600 005. E-mail Id: chennaihema@rediffmail.com
Online published on 13 May, 2016.
SARAs Fair focuses to create revolutionary marketing strategy for promoting rural manufacturers, inaugurating the income opportunities for the rural artisans actively involved in the Swarnjayanti Gram SwarozgarYojana (SGSY) scheme. SARAs fairs has created a convergent marketing platform for the rural artisans to meet the customers and to capture their requirements. This paper highlights the insights of organizing SARAs (Sale of Articles of Rural Artisans) Fairs which provides the Holistic Marketing Gateway for Rural artisans. SARAs Fair plays an active role in bring transformation in the Indian Rural artisans livelihood by generating income and enhancing the purchasing power of the rural communities. SARAs exhibition fairs facilitate in preserving the unique cultural assets of the country, as the crafts produced by rural artisans are the prominent tool to generate revolutionary impact on the livelihood of rural artisans who are occupy iconic position in the agrarian economy.
SARAs Fair, Rural Artisans, Ministry of Rural Development (MORD), Swarnajayanti Gram Swarozgar Yojana (SGSY), Council for the Advancement of People's Action and Rural Technology (CAPART)
