Raipur, March 1: The Lakshmi Didis Initiative, launched by Prime Minister Modi, is transforming the lives of rural women in Chhattisgarh. These women are no longer confined to cooking at home; they are becoming self-reliant and starting their own businesses. Women in Surguja are now competing with large companies by enhancing the branding and packaging of rural products, making them market-ready for international sales.
The Surguja district administration has introduced another innovation for women’s empowerment. An outlet named Asha Bihan Market has been opened, where products from self-help group women are branded and attractively packaged. These products are now available in local stores and on e-commerce platforms. Notably, the branding is done under the ‘ChhattisKala’ brand, which will allow products from various regions of the state to be sold in other districts.
Under the Lakshmi Didis Initiative, Asha Devi received a loan of 500,000 INR from the National Rural Livelihood Mission, propelling her towards self-sufficiency.
Asha Devi from Kishun Nagar village shared, “Earlier, we lacked a permanent place to sell our products. However, thanks to the Lakshmi Didis Initiative, we received a loan through the district council, allowing us to open this shop named Asha Bihan.”
She added that they sell pure products made in their village, including moringa powder, cold-pressed mustard oil, jeera flower rice, and tikur flour.
Vinay Agrawal, CEO of the district council, stated that while the women in Surguja produce various items, inadequate branding and packaging had hindered their market presence. Now, these products will be sold in attractive packaging under the ChhattisKala brand.
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