During the COVID-19 pandemic, Veerpal Kaur from Sem Kalan village founded Shagun Ajivika, selling handmade traditional items, and the group now includes over 15 women who make products that celebrate Punjab’s legacy.
Dark clouds were plentiful, but a new, darker demon threatened rural Punjab: the COVID-19 pandemic of 2020. The long lockdowns sequestered people in their homes, jobs were lost, and businesses failed. Families struggling with loans plunged deeper into debt. The infection peaked, plateaued, and plummeted, but did not end.
Amidst this hopeless situation, a homemaker with little education decided to change the course of her life under the massive overhang of Covid. Veerpal Kaur’s sharp business acumen and an innate desire to uplift rural women have led to the creation of something remarkable — the Shagun Ajivika self-help group — in the quiet village of Sem Kalan in Bathinda.
With her sister-in-law Jaspreet Kaur by her side, the duo opened a shop in their village selling handmade products like bags, baskets and hairbands to not only support their families but also to celebrate and maintain the cultural heritage of their homeland. They either made these products or sourced them from other women in the village.
Life was not easy at the start — balancing the demands of being a housewife with running a business was challenging. The 32-year-old mother juggled household chores with the responsibilities of her fledgling enterprise. Yet, Veerpal’s determination never wavered.
Since its inception, Shagun Ajivika has grown, now encompassing over 15 women, each finding a renewed sense of purpose. Drawing on the concept of work from home, this initiative aims to offer financial freedom to rural women, who have been mostly dependent on their husbands and sons for money.
The self-help group crafts and sells traditional Punjabi items such as tokre (baskets), prande (hair ribbons), ghagra (woman’s skirt), ghaghre de naale (drawstring for skirts), jhole (bags), eenu (a piece of cloth rolled into a bun and placed on the head to carry goods) and pakhian (hand fans). Although the ghagra is their bestseller, each piece tells a story, woven with the threads of Punjabi tradition and the sweat of hard work.
These products do more than provide an income. They preserve the essence of Punjab’s cultural legacy for future generations. Jaspreet spoke passionately about their mission.
“These cultural artefacts are our heritage. We must safeguard them for our children,” she said. “These are symbols of Punjabi culture.”
However, the journey is not without its challenges. Veerpal pointed out the financial struggles they face, with production costs and labour often outweighing their earnings.
“We spend Rs 200 to Rs 250 for each item, plus labour charges, but the returns don’t always match the effort,” she explained. Despite these hurdles, the spirit of the group remains unbroken.
The group’s shop in Sem Kalan has become a symbol of this dedication, drawing attention and admiration from near and far.
Their hard work is starting to pay off, quite literally. The group’s dedication culminated in a triumphant moment at the Saras Mela in Ludhiana, where their stall became a focal point, resulting in an impressive sale of items worth Rs 50,000.
Their efforts are beginning to garner international attention, with orders coming in from abroad. This recognition fuels their mission even further, prompting Veerpal to organise training camps across different villages in Punjab. These camps aim to inspire and educate other rural women, fostering a sense of independence and financial stability.
Despite not studying beyond class 12, Veerpal’s message to the youth is clear and heartfelt: “Save our legacy and culture. Don’t let it fade away.”
She also calls on the Punjab government to support their initiative, recognising that with the right backing, Shagun Ajivika could flourish even more.
The story of Veerpal, Jaspreet and Shagun Ajivika is one of resilience, culture and empowerment. It is a tribute to the power of community and the enduring strength of women determined to make a difference.
The lead image on top shows the women members of Shagun Ajivika selling handcrafted items. (Photo courtesy Shagun Ajivika)
Kiranjit Kaur is a Village Square Fellow ’23. She works as an independent journalist in Punjab.
