In a unique effort to combine festive celebrations with livelihood restoration, the Odisha Rural Development and Marketing Society (ORMAS) has launched ‘Sanjeevani Setu – Setu of Hope’, a special Diwali initiative connecting rural producers from flood-affected areas with urban consumers.
Set up on the Ground Floor of Utkal Galleria, Bhubaneswar, the Diwali pop-up stall features more than 50 varieties of handcrafted and food products sourced from Community-Based Organisations (CBOs) across 16 districts of Odisha.
Visitors can explore a wide range of traditional and locally crafted products, including soil diyas, decorative items, scented candles, home décor articles, food products and festive gift items. The initiative offers rural producers a valuable platform to showcase their craftsmanship while reaching a wider consumer base during the festive season.
A key focus of the programme is to support CBOs from the flood-affected districts of Ganjam and Gajapati, where many communities are working to rebuild livelihoods after recent natural calamities. Through dedicated retail space and enhanced market access, ORMAS aims to create sustainable income opportunities for these producer groups.
Speaking about the initiative, Dr. Monica Priyadarshini, CEO of ORMAS, said that ‘Sanjeevani Setu’ is designed to support livelihood recovery while spreading the spirit of hope during Diwali.
“Through ‘Sanjeevani Setu’, we hope to support their livelihood recovery and ensure that this Diwali brings not just happiness to the homes of consumers, but also renewed hope and opportunities to the families who have crafted these products,” she said.
The pop-up stall will remain open until November 8, 2026. Citizens have been encouraged to visit the outlet, purchase locally made products and contribute to strengthening rural enterprises and artisan communities across Odisha.
