Jashpur district is brimming with talented artisans and women's self-help groups (SHGs) crafting exceptional products. However, limited market access and inadequate resources hindered their ability to flourish. The "Jashpure" initiative, spearheaded by the district administration, is transforming this narrative.

Unearthing Local Gems

Jashpur meticulously identifies skilled artisans and SHGs with high-quality products. Collaborative efforts refine product quality and teamwork, ensuring these hidden gems are polished and ready to shine. Potential products undergo rigorous testing, guaranteeing high value and extended shelf life.

Skilling Up for Success

Jashpur recognizes the importance of knowledge and skill development. Through partnerships with institutes like NIFTEM, we facilitate technology transfer, empowering artisans with the tools they need. Participation in events like the International Millet Conference fosters collaboration and knowledge exchange. We connect with universities to explore new product possibilities and provide exposure visits for SHG members to institutes like the Food Technology Institute in Sonipat. This exposure builds confidence and equips them with the knowledge to excel.

From Local to Global: A Marketable Brand

Jashpure understands the power of presentation. We've adopted trendy packaging that grabs customer attention. But our commitment goes beyond aesthetics. We actively seek customer feedback through stalls held in major cities like Mumbai and Pune. This invaluable feedback loop allows us to refine products and marketing strategies for continuous improvement.

Impact in Action: Empowering Women and Achieving Success

Jashpur's results speak for themselves. Within just 2.5 months, we've set up over 40 stalls in Mumbai, distributing over 3 lakh products within the city. Our online presence is flourishing too, with approximately 50,000 products sold on Amazon and a notable trend of repeat customers. This translates to a total of over 4.5 lakh products reaching new markets, a testament to the program's effectiveness.

Empowering Women, One Visit at a Time

Jashpur prioritizes women's empowerment. We minimized the financial burden on SHGs by covering product development costs. Additionally, exposure visits for SHG members to industries provided them with valuable insights and a confidence boost.

Sustainability at Our Core

Jashpur is committed to sustainable practices. This year, we collected 3.5 lakh units of food-grade Mahua, demonstrating our dedication to supporting local communities while respecting the environment.

Overcoming Challenges: A Story of Resilience

Jashpur's journey hasn't been without hurdles. Educating SHG members about industrial practices and navigating the complexities of branding and marketing were initial challenges. However, through targeted training, communication programs, and collaborations with consultants, we've emerged stronger.

Key Takeaways: Building a Scalable Model

Jashpur's success highlights the importance of:

• Skill development and knowledge sharing

• Collaboration with diverse entities

• Focus on women's empowerment

• Minimal financial burden on SHGs

• Data-driven approach with customer feedback

Our program's core elements are designed for scalability. We are actively seeking partnerships with NGOs and institutes to expand our reach and empower more artisans across the district.

Jashpure: A Brand Beyond Products

Jashpure is more than just a product brand; it's a story of pride, heritage, and progress. We are building a district brand that transcends boundaries, capturing the unique essence of Jashpur, Chhattisgarh.

Join us in empowering local artisans and SHGs. Let's create a brighter future where Jashpur's talent shines on the global stage!

By Dr. Ravi Mittal (I.A.S.)