Kumar Bahukhandi
‘Jashpure’ on the path of becoming an International brand run by tribal women of Jashpur district of Chhattisgarh with the objectives of producing natural, nutritious and chemical-free food products-Photo Credit-CG-PR
Jashpure will become a global brand – the path to reach national and international level from Jashpur is paved off
Raipur: Jashpure, a brand of various types of food items prepared by processing natural forest produce by a group of tribal women of Jashpur , a remote region of Chhattisgarh, is now ready to step out of the boundaries of Jashpur and Chhattisgarh and step at the national and international level.
Under the leadership of Chief Minister Vishnu Deo Sai, an important decision has been taken by assimilating the Vocal for Local campaign of Prime Minister Narendra Modi, under which the trademark of Jashpur district’s ambitious women-centric brand Jashpure will now be transferred to the Department of Industries. This historic decision is a big and decisive step towards providing Jashpure with mass production, institutional branding and access to national and international markets.
Jashpure – Opened the way to progress by connecting tradition with entrepreneurship
‘Jashpure’ brand is an enterprise promoting women entrepreneurship, which is run by tribal women of Jashpur district. Its objective is to provide employment to local communities and promote sustainable development by producing natural, nutritious and chemical-free food products.
The aim of this brand is to process the rich agricultural and forest produce of Chhattisgarh into food products and to give them wide recognition at the commercial level by linking them with employment.
‘Jaspure ‘ is just pure, from collecting raw materials to make them edible is a completely natural , tribal women centric project with the aim of keeping in mind the health of its buyers -Photo Credit -CG-PR
The main feature of Jashpure’s products is that they are completely natural. No preservatives, colors or artificial flavors are used in them and they are available in sustainable packaging. Jashpure is not just a brand, but has become a symbol of the fragrance of Chhattisgarhi soil, the hard work of tribal sisters and self-reliant Chhattisgarh.
Jashpure’s products are creating their own identity
Jashpure is preparing many types of traditional and healthy products by incorporating Mahua and other forest produce. These include Mahua based products such as Mahua (Madhuca longifolia) Nectar, Mahua Vanyaprash, Mahua Cookies, Ragi Mahua Laddu, Mahua Candy and Mahua Nectar Cocoa. Apart from this, Dheki Kuta Jawa Phool rice (Wood Pounded Javaphool Rice.), millet-based pasta and various products made from Kodo, Kutki, Ragi and Tau are also making their mark across India.
Women entrepreneurship is being promoted
The aim of the ‘Jashpure’ brand is not just business, but it is also a strong effort to empower tribal women and improve their economic condition. Through this brand, women have got employment opportunities, which has strengthened their economic condition and they have moved towards becoming self-reliant.
Every product manufactured by ‘Jashpure’ is a symbol of hard work and dedication of tribal women. These products are available at various stores across the country, which is a proof of the wide reach of the brand.
All the products of ‘Jashpure’ are completely natural. No preservatives, artificial colors or flavors are used in them. This product range is not only tasty, but is also full of nutrition and is available in eco-sensitive packaging.
Jashpure’s key products include Mahua Nectar, Mahua Vanyaprash, Ragi Mahua Laddu, Mahua Cookies, Mahua Cocoa Drink, Kodo, Kutki, Ragi-based Pasta and Dheki Kuta Rice.
The most special feature of Jashpure is its women-dominated workforce. More than 90 percent of the employees here are tribal women, who are playing an active role at every level from production to packaging. Through this platform, these women are not only becoming self-reliant, but are also being able to present traditional knowledge and techniques to the modern market.
Positive response received at World Food India 2024
Jashpure’s stall was the center of attraction at World Food India 2024 held on 20 September 2024 at Pragati Maidan, New Delhi. Consumers, nutritionists and entrepreneurs following a healthy lifestyle appreciated the products made from Mahua and Millet with special interest. These products do not contain any additives, preservatives or stabilisers, making them completely natural, safe and nutritious.
Historic agreement with Rare Planet
Jashpure will now have access to major airport stores across the country. Under the agreement with Rare Planet, sales of Mahua and other products are being started at five airports in the first phase. This initiative will play an important role in connecting Jashpure with national consumers. The MoU was signed by Chief Minister Vishnu Deo Sai through online medium, which symbolises the commitment to give global recognition to the local products of the state.
Jashpure – Moving on the path from local to global
Samarth Jain, a young scientist from Jashpur district associated with Jashpure, said that with the efforts of the district administration and the Chhattisgarh government, “Mahua will no longer be limited to liquor, but it will also be seen as forest gold or green gold.” Jashpure has proved that healthy food can also be tasty. He believes that this initiative of the government will help in making Jashpure a local to global brand and this decision will certainly open the doors of new opportunities for forest produce and local producers across the state.
This historic decision of brand trademark transfer will not only encourage ‘Jashpure’ but will also increase the demand for raw materials and tribal women will get more employment opportunities. With this decision, the trademark of Jashpure brand will be transferred to the Department of Industries, so that its scope and impact can be further widened. This will pave off the way for making ‘Jashpure’ products world-class, installing advanced machines to increase production and ensuring effective marketing.
