Rural Marts & Rural Haats – Supported by NABARD

Abhivyakti Foundation, with the generous support of NABARD, is implementing Rural Haats and Rural Marts to provide a sustainable and structured platform for rural artisans. These initiatives aim to transform traditional skills and crafts into viable sources of livelihood while boosting the income levels of rural households. By creating direct market linkages, these programs eliminate dependence on multiple intermediaries, ensuring artisans receive fair value for their craftsmanship and effort. The approach emphasizes income enhancement, entrepreneurship promotion, self-reliance, and the overall strengthening of the rural economy.

The primary objective of Rural Haats and Marts is to offer artisans meaningful access to consumers, allowing them to showcase products, receive real-time feedback, and understand market preferences. This interaction helps artisans improve product quality, adapt designs according to consumer expectations, and achieve better value realization. The initiatives have particularly focused on empowering women and marginalized communities, encouraging their participation in income-generating activities while preserving traditional crafts.

Abhivyakti Foundation has implemented several Rural Haats and Marts across Haryana and Punjab. Key projects include the Rural Mart in Palwal, Rural Mart in Moga, Rural Mart in Jalandhar, and the Rural Haat in Palwal, all supported under NABARD’s regional offices. These locations were chosen based on the concentration of skilled artisans and the potential for sustainable market engagement. Each venue functions not only as a sales point but also as a learning center where artisans gain insights on marketing, pricing, and customer preferences.

The impact of these initiatives has been highly significant: about 85% of participating artisans reported a measurable increase in income, while 70% introduced new product designs inspired by direct consumer interaction. Overall footfall at all Rural Marts and Haats averaged 1,200–1,500 visitors per month, resulting in 60–70% sales growth compared to previous unorganized sales methods. These platforms have provided visibility to over 250 artisans, connecting them to urban markets and potential e-commerce channels, creating long-term market opportunities. Over 60% of women artisans have gained leadership and managerial skills in handling stalls, inventory, and customer interactions, fostering confidence and entrepreneurial spirit.

In addition to economic benefits, these Haats and Marts have played a crucial role in preserving traditional crafts such as handloom textiles, terracotta, embroidery, and handcrafted home décor items. They have encouraged youth engagement in local crafts, reducing migration to urban centers for employment. To further strengthen these platforms, Abhivyakti Foundation conducts capacity-building workshops, digital marketing training, and collaborations with design experts to enhance product appeal and market sustainability.

The table below summarizes the key projects and their funding sources, providing a concise overview of the initiatives:

Looking ahead, these initiatives aim to expand to additional districts, integrate digital sales channels, and adopt innovative marketing strategies such as seasonal exhibitions, artisan fairs, and tie-ups with local tourism boards. Through these efforts, Abhivyakti Foundation envisions creating a replicable model of rural entrepreneurship that balances economic empowerment with cultural preservation, enabling artisans not just to sustain livelihoods but to thrive in competitive markets.