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Marketing Avenues to SHGs- JKRLM wins SKOCH Gold Award

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SRINAGAR; Jammu and Kashmir Rural Livelihoods Mission (JKRLM) has bagged the SKOCH Award under the  theme “State of Governance India 2047” in Gold category  for its outstanding efforts in creating marketing avenues for Self-Help Groups (SHGs) in the UT of Jammu & Kashmir.

SKOCH award marks a significant milestone for JKRLM, being the first award received since the inception of the scheme. This recognition represents a remarkable accomplishment for the organization. The award is a recognition for the JKRLM to the hard work and dedication of the JKRLM team, especially its Mission  Director, who has been instrumental in driving the Mission’s major goal of creating marketing opportunities from district level avenues to national level platforms.

During the award process, the Mission   first got order of merit certificate based on its first round of presentation and voting and thereafter final judging was done on final presentation delivered today by Mission Director JKRLM.

Mission Director JKRLM, Indu Kanwal Chib highlighted the achievements of Mission and the various innovative measures taken by JKRLM to create sustainable marketing avenues for SHGs in Jammu & Kashmir. JKRLM has introduced several groundbreaking initiatives that have transformed the lives of countless women associated with self-help groups.

The AVSAR scheme, Umeed Women’s Haat, and District Rural Haat, Shg products available on e – commerce platforms are prime examples of these initiatives , which have not only provided a platform for SHGs to showcase their products but have also opened up new marketing avenues for them.

Under AVSAR scheme of Airport Authority of India , which encompasses setting up shops at Airports , has provided SHGs with an incredible opportunity to showcase and sell their locally produced handicrafts, & handloom and other products to a diverse range of customers, including national and international tourists. This initiative has not only boosted the income of SHG members but has also helped in preserving and promoting the rich cultural heritage of Jammu and Kashmir.

Umeed Women’s Haat and District Rural Haat are two innovative models that have facilitated direct market linkages for SHGs. These haats serve as vibrant marketplaces where SHG members can directly interact with consumers, display their products, and negotiate fair prices. By eliminating intermediaries, these initiatives have significantly enhanced the income and economic independence of women associated with SHGs, thereby empowering them to lead better lives.

Another major initiative was to make SHG products available on e-commerce platforms like Meesho , Flipkart and Amazon, thus helping the rural women connecting to global e-commerce platforms thereby increasing the scale of their business

Commenting on the award received by her Indu Kanwal Chib said , “I am honoured to receive this award on behalf of the entire JKRLM team. This recognition is a testament to our commitment to empowering women and promoting entrepreneurship in rural areas. We will continue to work towards creating more opportunities for SHGs and ensuring their sustainable growth” She added.

She thanked SKOCH Group  for recognizing JKRLMs efforts in helping to  transform the lives of the rural women , Gradually from the existing livelihoods, the women have turned into higher order enterprises. The prestigious award has brought laurels to the UT of Jammu & Kashmir. The SKOCH is a unique opportunity for the JKRLM to showcase our good work to a wider audience and provide nationwide visibility,”she maintained

She highlighted that the support from Lt. Governor of J&K UT, Manoj Sinha and Chief Secretary, Arun Kumar Mehta  in materializing the ideas aiming at economic development of our Rural Women has been pivotal in shaping the program activities which have proven to be very effective on ground.

While thanking Commissioner Secretary Rural Development Department & Panchayti Raj, Mandeep Kaur the Mission Director said that, this all has been possible under the  visionary leadership and invaluable guidance of Commissioner Secretary RDD, we have been able to bring about a positive change in the lives of SHG members ,her  deep understanding of the challenges faced by marginalized communities, coupled with her commitment to their empowerment  has been a driving force behind our organization’s achievements and her  unwavering support, which has enabled us to create innovative marketing avenues for SHGs and uplift the socio-economic conditions of women, she said.

Adding further the MD said that “with her support and guidance, we will continue to achieve greater milestones in our Mission to empower women, promote sustainable livelihoods, and contribute to the overall development of UT of J&K.

She highlighted that the support from Lt Governor of J&K UT, Shri Manoj Sinha and Chief Secretary, Dr. Arun Kumar Mehta  in materializing the ideas aiming at economic development of our Rural Women has been pivotal in shaping the program activities which have proven to be very effective on ground.

Pertinent to mention here that the SKOCH Award is one of the highest honors in the field of governance, finance, and technology. It recognises organizations that have made significant contributions to the socio-economic development of communities through innovative initiatives. JKRLM’s win in the marketing avenues for SHGs category is a significant achievement, as it highlights the mission’s commitment to empowering women and promoting entrepreneurship in rural areas.

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