FICCI FLO’s ‘Vibrant Verve’ brings luxury, entrepreneurship and women’s empowerment to Jammu
Jammu, Aug 22 (IANS) FICCI FLO hosted Vibrant Verve, a premier luxury lifestyle and entrepreneurship exhibition, in Jammu on Saturday, bringing together a curated collection of contemporary and traditional fashion, fine jewellery, art, gourmet delicacies, home decor, gifting solutions and wellness products.
The Jammu, Kashmir and Ladakh (JKL) chapter of FICCI FLO organised the event in collaboration with Luxuries of Kashmir. Vibrant Verve, now in its fourth season, is closely associated with the FICCI FLO motto, “The Power to Empower”, with the exhibition aimed at providing women entrepreneurs, artisans, designers and businesses a platform to showcase their work and connect with potential buyers.
The initiative serves as an important bridge between regional artisans, nationwide designers and local consumers, helping promote economic independence, business visibility and entrepreneurial opportunities under FICCI FLO’s “Power to Empower” mission.
The event has also been approved under the MSME Procurement & Marketing Support (PMS) Scheme, under which eligible Udyam-registered enterprises and women-led small businesses can claim reimbursement on eligible stall charges.
The initiative is aimed at making participation more accessible to small businesses while creating greater opportunities for women entrepreneurs and local enterprises.
Speaking to IANS, Guest of Honour Shiney Sharma of North Command, Udhampur, AWWA (Army Welfare and Welfare Association), highlighted the broader meaning of empowerment and the role of such platforms in strengthening the confidence of women.
“When we talk about empowerment, it not only brings in money but also personality growth. Our Army wives are already empowered. So this initiative not only brings money to them but also confidence. During Operation Sindoor too, our Army wives were standing strong. Hence, we would do everything to upskill them and enhance their personalities,” Sharma said.
“The stuff our women are making is being popularised widely. We are thankful to FICCI FLO. We are happy to see this,” she added.
Chief Guest Bablia Karwal, Commissioner, Science, Technology & Engineering, told IANS that initiatives such as Vibrant Verve provide women entrepreneurs and regional artists with an opportunity to showcase their capabilities and strengthen their businesses.
“FICCI FLO is a flagship programme which promotes women entrepreneurs and regional folk artists to showcase their talents and promote their businesses. The AWWA — which is the group of Army wives — has also come together here. When a woman uplifts other women, the entire community gets benefitted,” Karwal said.
ADC Jammu Anuysa Jamwal also welcomed the initiative and said that the exhibition offered opportunities beyond simply selling products by allowing participants to showcase their work and engage in conversations around entrepreneurship and empowerment.
“It’s nice to be here. It is a great initiative. I congratulate FICCI FLO for giving us this platform. They are not only giving a platform to sell stuff but also to showcase and discuss such initiatives. This will empower women and also give them an opportunity to learn,” Jamwal told IANS.
FICCI FLO Chairperson Varsha Bansal said the organisation was proud to host the event and highlighted the diverse participation of artisans, women-led businesses and organisations from different parts of the country.
“We are proud to host this event. Some artisans have come from Jaipur; Amazon Sahelis have also put up their stalls, and NABARD stalls are here. There is a lot of rush here since it’s Rakhi season, and we suggest that if someone wants to gift something to anyone, they should go for FICCI FLO,” Bansal told IANS.
Chief Guest Kuwarni Ritu Singh, Jammu & Kashmir’s Royal Legacy, also praised the growing scale and diversity of the FICCI FLO initiative, noting the participation of established businesses as well as self-help groups, AWWA members and startups.
“FICCI FLO is growing every year. Women entrepreneurs from across the nation have come here to present their work. It’s so nice to see such enthusiasm here. Not only established brands, but also SHGs, AWWA, startups, etc. There is no discrimination in growing. It makes us happy. Women supporting women,” Singh told IANS.
The exhibition also featured entrepreneurs who have carried forward their businesses across generations while adapting their products to contemporary markets. Drishti Khurana, an entrepreneur associated with Khurana Jewellery House, spoke about the family’s long-standing presence in the jewellery industry and the importance of trust in the sector.
“We are Khurana Jewellery House. We have been in the jewellery business for four generations. We are based in Punjab. We have many types of jewellery, including Kundan and modular. Jewellery is a thing that is bought with trust, and we stand very tall on that trust,” Khurana told IANS.
An AWWA member, speaking to IANS, said, “It’s a great opportunity to be able to present our talent outside the Cantonments. We get a lot of exposure through this initiative.”
“Our soldiers are not able to go to their homes to celebrate festivals. Since Raksha Bandhan is coming, it’s a great opportunity to present these handmade rakhis by women artisans here. Everyone can send these items to their brothers standing guard at the borders,” another AWWA member said.
With its combination of luxury products, traditional craftsmanship, entrepreneurship and women-led enterprises, Vibrant Verve Season 4 brought together participants and visitors on a common platform while reinforcing FICCI FLO’s emphasis on empowering women and strengthening regional businesses through greater visibility and market access.
–IANS
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