The Punjab State Rural Livelihood Mission (PSRLM) has launched “PEHEL Mart”, a dedicated marketplace to showcase handmade and organic products crafted by Self-Help Groups across rural Punjab. The initiative marks a significant step in empowering women and reviving traditional crafts while also strengthening local economies.
The Mart was inaugurated at the Main Punjab Civil Secretariat in Chandigarh by Rural Development and Panchayat Minister Tarunpreet Singh Sond, in the presence of Chief Secretary Punjab KAP Sinha and Administrative Secretary Ajit Balaji Joshi. Senior officials, Self-Help Group members, and community representatives were also present at the launch.
Designed as a vibrant platform to highlight rural enterprise, PEHEL Mart offers a unique glimpse into Punjab’s heritage. It features an array of sustainable and organic products, ranging from Phulkari, suits, and juttis to honey, pickles, squash, vinegar, oils, masalas, papad, soaps, and candles. Each item reflects the creativity and commitment of rural women artisans.
The initiative aims not only to provide Self-Help Groups with direct access to markets but also to create momentum for broader economic empowerment, self-reliance, and gender equality in rural communities. By connecting producers with urban consumers, the Mart seeks to bridge gaps and open fresh opportunities for growth.
Speaking on the occasion, Minister Sond praised the project as a meaningful contribution to women’s empowerment and sustainable development. He noted that PEHEL Mart demonstrates the resilience and innovation of rural women and would help them become significant drivers of change in Punjab’s economy.
He further expressed confidence that the platform would inspire more women to explore self-employment, thereby contributing to stronger, self-sufficient communities.
The event was attended by senior officers including Joint Development Commissioner Shena Aggarwal, CEO PSRLM Varjeet Walia, ACEO PSRLM Rupali Tandon, and Secretary General Administration Gauri Parasher Joshi. The enthusiastic participation of SHG members reflected the collective pride in this achievement.
Through PEHEL Mart, PSRLM has reinforced its commitment to nurturing rural talent, promoting sustainable livelihoods, and advancing the cause of women’s empowerment in Punjab.
