Ludhiana: A two-day showcase of traditional craftsmanship and modern enterprise concluded on Monday at the MSME-Development & Facilitation Office (MSME-DFO), marking a successful bridge between local artisans and the mainstream market.The PM Vishwakarma Exhibition-cum-Trade Fair drew 100-odd beneficiaries of the central scheme, who displayed a vast array of products ranging from heritage crafts to innovative manual tools. The event served as a high-traffic marketplace, attracting an estimated 2,000 visitors over the weekend. For many artisans, the fair provided a rare opportunity to bypass intermediaries and sell directly to urban consumers.
“The public response was overwhelming,” noted a representative for the participants. In response to the high footfall and artisan enthusiasm, Pankaj Kumar Jha, joint director and head of office at MSME-DFO, confirmed he would request the ministry to extend the duration of future exhibitions.Clearing the financial hurdlesBeyond the trade stalls, the event functioned as a critical administrative hub. High-level meetings were held with lead district managers (LDMs) from across Punjab and Chandigarh to address a major bottleneck: pending loan cases. Ishita Thaman, deputy director of MSME-DFO, led discussions to expedite sanctions and ensure disbursement. It includes push for faster approval of PM Vishwakarma loan applications currently stalled in the banking system and a guarantee that funds reach artisans in a timely manner to support their business scaling.Digital and Marketing EmpowermentRecognizing that traditional skills need modern tools to survive, the DFO hosted intensive awareness sessions on digital empowerment. Marketing expert Ganga Ram provided artisans with a roadmap for the digital age, covering nranding and packaging (moving from raw products to retail-ready goods), online platforms (strategies for securing orders through e-commerce and social media), and success stories (practical examples of local artisans who have successfully scaled their operations).The event concluded with the distribution of certificates to all exhibitors, with officials reiterating the government’s commitment to integrating traditional “Vishwakarmas” into the modern MSME ecosystem.
