Raipur 5 July<\/p>\n
JashPure, the unique brand of natural forest-based food products crafted by tribal women in the remote Jashpur district, is set to transcend regional boundaries and make a mark on national and international platforms.<\/p>\n
In a significant move, Chief Minister Vishnu Deo Sai-led Chhattisgarh government has decided that the trademark of this ambitious women-led brand will now be formally transferred to the Department of Industries. The decision aligns with Prime Minister Narendra Modi\u2019s Vocal for Local campaign and marks a decisive step towards scaling up production, institutional branding, and global outreach.<\/p>\n
*Blending Tradition with Enterprise*<\/p>\n
JashPure is more than a label \u2013 it is a testament to women\u2019s entrepreneurship rooted in traditional wisdom. Managed by tribal women from Jashpur, the enterprise focuses on creating natural, nutritious, preservative-free food products while generating livelihoods and promoting sustainable development.<\/p>\n
The brand aims to process Chhattisgarh\u2019s rich agricultural and forest produce into value-added foods that can compete commercially across markets. Every JashPure product is crafted without artificial colors, preservatives, or flavorings and is offered in eco-friendly packaging \u2013 capturing the essence of Chhattisgarh\u2019s soil and the hard work of its indigenous women.<\/p>\n
*Products Making Their Mark*<\/p>\n
JashPure has built a diverse range of traditional and health-focused products using mahua and millets. The flagship offerings include Mahua Nectar, Mahua Vanyaprash, Mahua Cookies, Ragi Mahua Laddus, Mahua Candy, and Mahua Nectar Cocoa. In addition, Jawa Phool rice, millet pasta, and assorted items made with kodo, kutki, ragi, and tau are gaining recognition across India.<\/p>\n
*Empowering Women Entrepreneurs*<\/p>\n
Beyond commerce, JashPure stands as a powerful model for women\u2019s economic empowerment. Over 90% of the workforce comprises tribal women who manage every aspect of production and packaging. Through this platform, they are not only achieving financial independence but also transforming traditional knowledge into products that meet modern market standards.<\/p>\n
Every product tells the story of their resilience and commitment, now reaching shelves in stores nationwide \u2013 a clear sign of the brand\u2019s growing footprint.<\/p>\n
*Positive Reception at World Food India 2024*<\/p>\n
At World Food India 2024, held on 20 September at Pragati Maidan, New Delhi, JashPure\u2019s stall drew widespread attention. Health-conscious consumers, nutritionists, and entrepreneurs alike appreciated the preservative-free, naturally processed range. The products are entirely free from additives or stabilizers, reinforcing their safety and nutritional value.<\/p>\n
*Landmark Tie-up with Rare Planet*<\/p>\n
JashPure\u2019s reach is set to expand further through a strategic partnership with Rare Planet. In the first phase, mahua and other products will be retailed at five major airport stores across the country \u2013 opening doors to a nationwide consumer base. The MoU was signed virtually in the presence of Chief Minister Vishnu Deo Sai, underscoring the government\u2019s commitment to taking local produce to the world stage.<\/p>\n
*From Local to Global*<\/p>\n
Samarth Jain, a young scientist from Jashpur associated with the initiative, shared that efforts are underway to rebrand mahua beyond its traditional association with liquor, positioning it instead as \u2018Forest Gold\u2019 or \u2018Green Gold.\u2019 JashPure has proven that healthy food can be delicious too. According to Jain, this move will accelerate JashPure\u2019s evolution into a global brand and unlock fresh opportunities for forest-produce gatherers and local entrepreneurs across Chhattisgarh.<\/p>\n
The historic decision to transfer the trademark is expected to drive higher demand for raw materials and create more employment for tribal women. With the Industry Department\u2019s stewardship, the brand will be empowered to scale up production, invest in advanced processing facilities, and pursue more effective marketing \u2013 paving the way for JashPure to emerge as a world-class label.<\/p>\n","protected":false},"excerpt":{"rendered":"
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