Haryana government announced monthly melas for SHG and FPO product marketing starting May 2024. Commissioner C G Rajini Kaanthan announced one-day sale drives at all district headquarters to boost rural economy. NABARD District Development Managers designated as nodal officers for coordination. Initiative aims to provide better market access for rural artisans and farmers. Haryana received Rs 7,840 crore RIDF assistance from NABARD over last five years. Chief Minister Nayab Singh Saini's vision targets women's economic empowerment through sustainable livelihood models.

This initiative represents a direct implementation of financial inclusion objectives by creating sustainable market linkages for rural enterprises. The monthly mela model addresses the critical 'last mile' challenge in rural value chains - connecting producers to consumers while bypassing intermediaries who often capture disproportionate margins. By positioning NABARD's District Development Managers as nodal officers, the scheme leverages existing institutional infrastructure rather than creating new bureaucratic layers. The Rs 7,840 crore RIDF assistance over five years indicates Haryana's strong partnership with NABARD, making it a viable testing ground for innovative rural marketing models. This direct-to-consumer approach could significantly improve price realization for SHG and FPO members, addressing the perennial problem of low farm gate prices. The focus on women's economic empowerment through SHGs aligns with national financial inclusion targets, while the FPO component supports the government's goal of doubling farmer incomes. Success of this model in Haryana could influence NABARD's replication strategy across other states, making it a significant policy experiment in rural marketing infrastructure.