A Major initiative was taken by the Ministry of Rural Development in the direction of promoting rural products and building capacities of Swarozgaris during 1999-2000 when it participated in India International Trade Fair (IITF), 1999 under the banner of SARAS. It was organized, for the first time, with a view to give exposure to rural artisans/entrepreneurs/ officials dealing with SGSY to a major international event in the country to develop markets for products manufactured by beneficiaries of programmes of the Ministry; and, to create awareness amongst urban consumers of Delhi and surrounding areas about rural products. SARAS was promoted as un umbrella brand for promoting all the rural products.

Since 1999 SARAS exhibitions have been a regular annual event and have been able to elicit wide participation by the beneficiaries of the programmes of the Ministry from all over the country. The participants bring an impressive range of rural products, which include handicrafts, textiles, artwork, furniture, items of daily use etc. The visitors show a lot of interest in these products and there is a huge direct sale of rural products every year. In addition to the direct sales, bulk orders for the products are also received during these exhibitions and the participants have been able to meet these orders to a large extent.

 Apart from participating in the India International Trade Fair (IITF), the Ministry has been organizing regional SARAS fairs regularly in the recent years. The participation in these exhibitions have given a fillip to the confidence and enthusiasm of rural artisans and officials dealing with the self-employment programme. SARAS has been able to demonstrate the capacity of the rural poor to produce goods for sale in urban, metropolitan and international markets.

SARAS exhibitions have opened a new dimension in promotion of rural products and encouraged the participants and other stakeholders in the development of rural products/artisans. It is felt that SARAS has provided a platform not only for direct sales of rural markets, giving exposure to rural artisans/ entrepreneurs to various aspects of marketing, and developing linkages with various other markets. The concept of participation has to be evolved in the longer run with these objectives in mind.

SARAS 2003 was another event in the chain for assisting these artisans, opening new opportunities for them, improving their awareness level and exposing the richness of products from rural poor to the huge urban markets.