Communication · Saras Aajeevika 2025
Saras
Integrated communication around rural women artisans, self-help groups, enterprise building and the Lakhpati Didi narrative, turning a welfare message into a story of dignity, income, skill and rural leadership.
Rural self-help produce, presented in government language nobody shops in.
A communication system that gave the produce a voice buyers instinctively trust.
From scheme stall to marketplace brand.
The mark and the brief: a hand-painted mandala of craft motifs around the Saras Aajeevika 2025 wordmark
The narrative shift
"Beneficiaries of a welfare scheme, receiving support."
Launch video
The identity system: essence, maroon-and-gold palette, type direction and floral visual language
The event, built in the identity
The identity, in application
One system on every surface: from the invitation in an official's hand to the tag on a jute bag. Tap to enlarge.
The standee series, at every doorway
The platform, in numbers
Saras Aajeevika Mela 2025, the 27th edition, ran 5 to 22 September at Dhyanchand National Stadium, New Delhi.
Organised by the Ministry of Rural Development under DAY-NRLM; the first Mela fully led by Lakhpati Didis.
SHG entrepreneurs from every state and union territory, selling across about 200 stalls.
The national mission context: DAY-NRLM has mobilised over 10 crore rural households into SHGs.
First time hosted in Delhi with all components together: exhibition, food court and cultural programming.
Sources: Press Information Bureau, Ministry of Rural Development (dord.gov.in), News On AIR, Hindustan Times
Storytelling system: five moves
"Saras moved rural women from the frame of beneficiaries to the frame of creators, entrepreneurs and changemakers, not just preserving traditional skills but building sustainable futures."
Strategic insight · 04The practice behind this: Development & SBCC · Brand Strategy & Identity