Lucknow/Gautam Budh Nagar: Showcasing the entrepreneurial spirit of rural Uttar Pradesh, women-led self-help groups (SHGs) from all 75 districts have taken centre stage at UPITS 2026, turning grassroots crafts and cottage products into global commercial attractions.Mobilised under the Uttar Pradesh State Rural Livelihood Mission, the rural pavilion brings traditional crafts, native food specialities, and daily utility goods under one roof.The displays span the state’s geographic expanse—from Agra’s zardozi-zari embroidery by Rehnuma, Amroha’s ground spices by Kaushalya Gautam, and Ayodhya’s lemongrass tea by Renu Singh, to Azamgarh’s black pottery by Rita Prajapati and Varanasi’s handmade carpets by Sita Devi.Beyond legacy crafts, village enterprises are expanding into competitive consumer goods. Artisans like Saroj Devi from Siddharthnagar are showcasing sustainable banana-fibre items, while entrepreneurs from Ballia, Jaunpur, and Kaushambi are marketing bio-cleaners, herbal soaps, and farm-fresh preserves directly to retail buyers.State Rural Livelihood Mission Director Arun Kumar noted that the initiative bridges the vital transition from production to market integration.“Creating goods is only half the journey; establishing direct access to broader markets is critical,” Kumar said, adding that interactions at UPITS 2026 help rural women refine packaging, understand evolving consumer tastes, and forge direct business tie-ups.From Bulandshahr’s Khurja ceramics to Chitrakoot’s wooden toys and Gorakhpur’s terracotta jewellery, the initiative is driving an empowering socio-economic shift across Uttar Pradesh’s rural landscape.
