Odisha Rural Development and Marketing Society (ORMAS) came into existence in 1991 under the Panchayati Raj & Drinking Water Department. The objective of ORMAS is to create different marketing channels for the micro enterprises, rural producers to develop sustainable livelihood through adopting appropriate rural technology, product development & diversification with accepted designs, packaging, certification, branding activities etc. It has played a significant role in the marketing and promotion of rural products in Odisha as well as products of other states. It has been organizing exhibitions for last 25 years in most of the cities of Odisha under the banner of “Pallishree” and “Sisira Saras’’. These Melas provide an opportunity to rural poor to sell their products directly in major urban centres & also interact with the urban buyers to know their tastes/preferences for various types of products. Thus these Melas are quite helpful in upgrading & developing their products, customer handling skills and meeting the needs and expectations of urban consumers leading to enlarging their customer base. This paper is purely based on secondary data and statistical techniques like SPSS, E-views and advanced excel are used for data analysis. The aim of the paper is to examine the role of ORMAS in the marketing and promotion of rural products through exhibitions like Pallishree Mela, Sisira Saras etc. The data of the last decade shows that the concept of Pallishree Mela has not only increased the revenue but also has reached to every corner of the Odisha State and outside the state as well.