Excelsior correspondent
JAMMU, Feb 6: In a significant step towards strengthening the market access and digital empowerment of Self Help Groups (SHGs), the diverse food court of SHGs at the SARAS Aajeevika Mela has gone online, enabling the citizens to enjoy a wide variety of healthy and traditional food items from the comfort of their homes.
Through a strategic partnership with Swiggy, free delivery services have been introduced, allowing the people to savour authentic traditional cuisines from different parts of Jammu and Kashmir and across the country, reflecting India’s rich and diverse food culture, right at their doorsteps.
The initiative marked a major milestone for the Food Services Enterprises (FSE) Project in Jammu and Kashmir with the official inauguration of “Umeed Ka Zaika”, the Union Territory’s dedicated FSE brand by Minister for Rural Development and Panchayati Raj, Javid Ahmad Dar, during the ongoing SARAS Aajeevika Mela.
The inauguration ceremony was attended by Secretary, Rural Development Department Mohammad Aijaz Asad, Mission Director JKRLM Dr Shubhra Sharma besides senior departmental officers and Directors.
Speaking on the occasion, the Minister highlighted that the launch of Umeed Ka Zaika reflects the government’s commitment towards promoting SHG-led enterprises, enhancing livelihoods and creating sustainable income opportunities through market-linked interventions. He emphasized that integrating technology and e-commerce platforms with grassroots enterprises would significantly boost their visibility, sales and long-term viability.
Mission Director JKRLM urged the local people to make use of the Swiggy app and enjoy diverse items like Siddu from Himachal Pradesh, Jammu’s famous Kaladi Kulcha and Kashmir’s Khewa. This is not just about food but about being a part of the women’s empowerment movement and encouraging our SHG ladies who have set out into this new venture.
As part of the initiative, seven existing FSE outlets from Jammu, Samba, Kishtwar, Rajouri and Reasi districts were e-inaugurated. Prior to their launch, the entrepreneurs underwent comprehensive training in Food Enterprise Administration and Management (FEAM) and billing software, ensuring smooth digital operations and financial transparency.
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