Exhibitions | ORMAS

The ORMAS Journey: Organizing Impactful Exhibitions

The Odisha Rural Development & Marketing Society (ORMAS) has been a pioneer in promoting rural livelihoods through market-driven interventions. Since 2003-04, ORMAS has been organizing exhibitions to provide a platform for rural artisans, farmers, and entrepreneurs to showcase their products. These exhibitions not only enhance market access but also strengthen the rural economy by fostering sustainable livelihoods. With a focus on handloom, handicrafts, food processing, and non-farm products, ORMAS continues to empower rural producers by connecting them with a wider consumer base. Through its exhibitions, ORMAS champions the spirit of self-reliance and rural entrepreneurship.

ORMAS organizes four categories of exhibitions across all districts with the support of the District Administration.

Mega Exhibitions - National Level Exhibition: ORMAS is organizing National level exhibition every year in Bhubaneswar. Since last financial year (2022-23), ORMAS has started organizing every year two SARAS mela. The SARAS/Regional SARAS, sponsored by MoRD, Government of India is called as Mega Event. Th fund for the same will be provided directly from MoRD, GoI, or through AAP (Marketing & Infrastructure) fund of the concerned SRLM.

Big Exhibitions- National Level Pallishree Mela: ORMAS is organizing National Level Pallishree Mela in different districts on the occasions of major religious/cultural festivals like RathYatra at Puri, Balijatra at Cuttack, Biswakarma Puja at Angul etc.

Mini Event- State Level Pallishree Melas: ORMAS is organizing State level mela in different district headquarters of the state alongside the local Mahotsav /Cultural Festivals

Local Level Exhibition-Sub Divisional Level Pallishree Melas: These melas are organizing in different district/ sub division / block head quarter alongside the Local Mahotsav/ Festival/ Historical /Cultural Programme in the district with approval from concerned Collector-cum-District Magistrate.

For nearly two decades, ORMAS has been organizing exhibitions in urban areas across Odisha to promote rural products and enhance market access for community institutions such as SHGs, PGs, PCs, PEs, and FPOs. These exhibitions serve as a vital marketing platform, enabling rural producers to showcase and sell their products. A wide range of rural products, including food & spices, handloom, and handicrafts from different regions, attract significant consumer interest. Over the last 20 years, ORMAS has facilitated sales worth ₹547 crores, benefiting around 68,000 women-led SHGs, PGs, PCs, and FPOs through 435 exhibitions across the state.

ORMAS Mango Initiative - A Step Towards Rural Prosperity

Odisha Rural Development and Marketing Society (ORMAS) has been at the forefront of empowering rural communities through value addition and market-driven interventions. With Odisha being a significant producer of mangoes, ORMAS has launched a dedicated mango initiative to enhance the livelihoods of farmers, promote mango-based enterprises, and establish Odisha mangoes as a recognized brand in the State.

Objective of the Initiative:

Strengthen the mango value chain by integrating farmers, processors, and market players.
Provide skill training and capacity-building programs for mango farmers and entrepreneurs.
Facilitate market linkages and brand Odisha’s mango produce effectively.
Encourage value addition through mango processing units for ready-to-eat mango products.
Ensure sustainable and profitable mango-based enterprises for rural communities.

1. Gaon Amba Pasara:

The name Gaon Amba Pasara signifies a village vendor who traditionally carried locally grown fruits and vegetables in a bamboo basket to sell at the weekly haat in rural areas. This basket is called a "Pasara" in rural Odisha. Since the mangoes are procured from villages, this mango retail initiative has been named Gaon Amba Pasara.

The Gaon Amba Pasara retail activity at the state and district levels is organized annually in June and July, typically lasting for 4 to 6 days. Temporary retail stalls are set up and allocated to mango farmers through ORMAS’s facilitation. Farmers sell a variety of mangoes, including Mallika, Baiganpalli, Amrapali, Imam Pasand, Langra, Sundari, Gulab Khas, Bombay Green, Himsagar, Dushehri, Godavari, Hathimundo, Totapuri, and other local varieties.

ORMAS enhances brand visibility for Gaon Amba Pasara through newspaper advertisements (in Odia and English), social media campaigns (on Twitter and Instagram), standees, hoardings, retail outlet branding, and the Mango on Wheels initiative. ORMAS has also introduced branded packaging cartons and distributed T-shirts, caps, aprons, and certificates to participating farmers.

2. ORMAS Corporate Tie-up with SAFAL:

ORMAS has played a significant role in marketing mangoes through corporate tie-ups, particularly with Mother Dairy's SAFAL. The association between ORMAS and SAFAL began in 2014 when SAFAL first procured mangoes from Mayurbhanj district. At that time, around 10 metric tonnes (MT) of mangoes were purchased at rates ranging from Rs. 25 to Rs. 30 per kilogram, depending on quality. Prior to this intervention, middlemen deprived farmers of fair prices, forcing them to sell mangoes for as low as Rs. 10 per kilogram.

Odisha mangoes have gained a wide market demand in Delhi, primarily due to this tie-up. The initial procurement by SAFAL ensured that farmers received profitable returns, with procurement prices reaching Rs. 47 to Rs. 56 per kilogram, excluding logistics costs.

ORMAS has been consistently supplying premium mango varieties, including Dasheri, Lengda, Amrapalli, and Mallika, from districts like Angul, Keonjhar, Mayurbhanj, Rayagada, and Sambalpur. Since 2014-15, ORMAS has supplied 200 MT of these premium mangoes to Mother Dairy, SAFAL, and NAFED, generating a total business value of Rs. 81,60,000 for Odisha's mango farmers through institutional tie-ups.

3. Capacity Building Programs:

Since 2015-16, ORMAS has collaborated with SAFAL and Mother Dairy to train mango farmers in pre- and post-harvest techniques, storage, and transportation. ORMAS officials conduct field visits to identify potential mango farmers and assess annual mango production estimates.

To introduce scientific alternatives to traditional mango and pineapple farming methods, ORMAS, at the state level, collaborated for the first time with the Central Horticulture Experiment Station (CHES), Bhubaneswar. This initiative aimed to equip mango and pineapple farmers with scientific knowledge and techniques across the entire value chain. In May 2023, a total of 90 farmers from five districts—Rayagada, Boudh, Kalahandi, Sambalpur, and Gajapati—participated in three separate training batches.

ORMAS District Units have been conducting training and capacity-building programs for mango farmers in collaboration with experts from Krishi Vigyan Kendra (KVK), the Horticulture Department, and other resource persons.