Nurturing Rural Women Empowerment through Self Help Groups
Supported by:- District Magistrate Malda & District Mission Director, Anandadhara- N.R.L.M District Office, DRDC, Malda BRIEF OUTLINE OF RECENT INITIATIVES TAKEN FOR PROMOTING AND BRANDING SHG MANGO & ALLIED PRODUCTS IN DELHI HAAT. The Government of West Bengal in the Food Processing Industries & Horticulture Department with assistance of Principal Resident Commissioner, Govt of WB at New Delhi will organize a Mango Festival at Dilli Haat, INA from 10.6.14 till 30.6.14. Usually varieties of Raw Mango and its allied products are showcased and sold here. This year, under the active inspiration and leadership of the Honble Chief Minister of West Bengal, Ms Mamata Bandyopadhay, and guidance of Honble Minister In Charge of Food Processing Industries & Horticulture Department, Govt of WB (who is also the local patron of Gour Malda branding) Sri Krishnendu Narayan Choudhury, and encouragement of the WB State Rural Livelihood Mission, we are pioneering and developing external markets by branding and promoting the rural women Self Help Group mango based and allied products in posh markets like Delhi. Gour Malda is rich in history and culture and Mango varieties and Mango based products. The hard working and caring women of this area produce many handcrafted, exclusive products from Mango and local raw materials. The famous Aam-Sattya (Dried Mango Pulp Bars) of Malda is unique and a sort of Geographical Indicator product. Elsewhere we get diluted Papaya-Mango pulp in this brand-name, but in Malda it is made only from exclusive tasty Mangoes like Gopal Bhog, Himsagar by sun drying Mango pulp and purifying it. No preservatives are added. About 13 kgs of Mango produces 1 kg of Aam-Sattya. So this product is in essence the best of pure mango and if eaten soaked in hot milk, it gives the taste of best mangoes even in offseason. It can be imaginatively used in all cooking where sweet Mango is needed, like Chutney, Sweet Meats etc even when raw ripe mangoes are not available in market. Those not initiated into this product often miss its exclusivity. So this time we are sending this unique product and other mango based products like various Mango Pickles, Aamsi (dried Surma Fazli raw mango). We are also sending some Non- Mango allied edible products like Bori (Lentil Processed Balls), Naru (Coconut/ Sesame Processed Ready To Eat Balls), Thekua (Home made Cookies) etc. We are also sending samples of Handicrafts like Bamboo Table Decorative Items, Hand spun Cotton/ Woolen Rugs/ Wrap-around and some Malda Silk Kantha Stitch Sari and Hand embroidered Blouse pieces. The chief target is not only to sell these products, but also to brand and promote Anandadhara-Malda and Self Help Group products of Malda, especially Mango based products, and create awareness about the specialty of these products and its value and thus generate prospective dealers and clients and thus develop a market of Maldas SHG products, outside Bengal. To realize this, we have taken some new initiatives this time. We have engaged professional Marketing person to train the SHG associates who will go to Delhi, in the art of sales and marketing. We have developed exclusive labels and packaging and pricing for our products. The Product Labels even describe how to best use the product, to the uninitiated customer. Banners, leaflets, packets to educate and create interest in the prospective customers about Gour Malda and its SHG products have been designed by consultant experts in publicity. We have insured the products against transit damage, loss to minimize difficulty of SHGs. Also the SHG associates who will man the counters in Delhi will wear suitable Sarees and Dhoti-Punjabi to stand out in traditional Bengali dressing. A photo album catalogue has also been created of saleable products for customer awareness. In this maiden venture, we are showcasing our strength of SHG products of Malda especially Mango based products that each of these products are exclusively handmade and not factory mass produced; thus each has a mothers care in its making. When a customer buys any of these products, he not only takes home an exclusive handcrafted produce; but also he directly helps in empowerment and betterment of the rural woman. His money goes to a noble social cause, thus adding to the flavor of the purchase. Let our National Capital enjoy the taste of Malda Mangoes and SHG products in various forms. ANANDADHARA, MALDA Nurturing Rural Women Empowerment through Self Help Groups Supported by:- District Magistrate Malda & District Mission Director, Anandadhara- N.R.L.M District Office, DRDC, Malda BRIEF OUTLINE OF RECENT INITIATIVES TAKEN FOR PROMOTING AND BRANDING SHG MANGO & ALLIED PRODUCTS IN DELHI HAAT. The Government of West Bengal in the Food Processing Industries & Horticulture Department with assistance of Principal Resident Commissioner, Govt of WB at New Delhi will organize a Mango Festival at Dilli Haat, INA from 10.6.14 till 30.6.14. Usually varieties of Raw Mango and its allied products are showcased and sold here. This year, under the active inspiration and leadership of the Honble Chief Minister of West Bengal, Ms Mamata Bandyopadhay, and guidance of Honble Minister In Charge of Food Processing Industries & Horticulture Department, Govt of WB (who is also the local patron of Gour Malda branding) Sri Krishnendu Narayan Choudhury, and encouragement of the WB State Rural Livelihood Mission, we are pioneering and developing external markets by branding and promoting the rural women Self Help Group mango based and allied products in posh markets like Delhi. Gour Malda is rich in history and culture and Mango varieties and Mango based products. The hard working and caring women of this area produce many handcrafted, exclusive products from Mango and local raw materials. The famous Aam-Sattya (Dried Mango Pulp Bars) of Malda is unique and a sort of Geographical Indicator product. Elsewhere we get diluted Papaya-Mango pulp in this brand-name, but in Malda it is made only from exclusive tasty Mangoes like Gopal Bhog, Himsagar by sun drying Mango pulp and purifying it. No preservatives are added. About 13 kgs of Mango produces 1 kg of Aam-Sattya. So this product is in essence the best of pure mango and if eaten soaked in hot milk, it gives the taste of best mangoes even in offseason. It can be imaginatively used in all cooking where sweet Mango is needed, like Chutney, Sweet Meats etc even when raw ripe mangoes are not available in market. Those not initiated into this product often miss its exclusivity. So this time we are sending this unique product and other mango based products like various Mango Pickles, Aamsi (dried Surma Fazli raw mango). We are also sending some Non- Mango allied edible products like Bori (Lentil Processed Balls), Naru (Coconut/ Sesame Processed Ready To Eat Balls), Thekua (Home made Cookies) etc. We are also sending samples of Handicrafts like Bamboo Table Decorative Items, Hand spun Cotton/ Woolen Rugs/ Wrap-around and some Malda Silk Kantha Stitch Sari and Hand embroidered Blouse pieces. The chief target is not only to sell these products, but also to brand and promote Anandadhara-Malda and Self Help Group products of Malda, especially Mango based products, and create awareness about the specialty of these products and its value and thus generate prospective dealers and clients and thus develop a market of Maldas SHG products, outside Bengal. To realize this, we have taken some new initiatives this time. We have engaged professional Marketing person to train the SHG associates who will go to Delhi, in the art of sales and marketing. We have developed exclusive labels and packaging and pricing for our products. The Product Labels even describe how to best use the product, to the uninitiated customer. Banners, leaflets, packets to educate and create interest in the prospective customers about Gour Malda and its SHG products have been designed by consultant experts in publicity. We have insured the products against transit damage, loss to minimize difficulty of SHGs. Also the SHG associates who will man the counters in Delhi will wear suitable Sarees and Dhoti-Punjabi to stand out in traditional Bengali dressing. A photo album catalogue has also been created of saleable products for customer awareness. In this maiden venture, we are showcasing our strength of SHG products of Malda especially Mango based products that each of these products are exclusively handmade and not factory mass produced; thus each has a mothers care in its making. When a customer buys any of these products, he not only takes home an exclusive handcrafted produce; but also he directly helps in empowerment and betterment of the rural woman. His money goes to a noble social cause, thus adding to the flavor of the purchase. Let our National Capital enjoy the taste of Malda Mangoes and SHG products in various forms. ANANDADHARA, MALDA Nurturing Rural Women Empowerment through Self Help Groups Supported by:- District Magistrate Malda & District Mission Director, Anandadhara- N.R.L.M District Office, DRDC, Malda BRIEF OUTLINE OF RECENT INITIATIVES TAKEN FOR PROMOTING AND BRANDING SHG MANGO & ALLIED PRODUCTS IN DELHI HAAT. The Government of West Bengal in the Food Processing Industries & Horticulture Department with assistance of Principal Resident Commissioner, Govt of WB at New Delhi will organize a Mango Festival at Dilli Haat, INA from 10.6.14 till 30.6.14. Usually varieties of Raw Mango and its allied products are showcased and sold here. This year, under the active inspiration and leadership of the Honble Chief Minister of West Bengal, Ms Mamata Bandyopadhay, and guidance of Honble Minister In Charge of Food Processing Industries & Horticulture Department, Govt of WB (who is also the local patron of Gour Malda branding) Sri Krishnendu Narayan Choudhury, and encouragement of the WB State Rural Livelihood Mission, we are pioneering and developing external markets by branding and promoting the rural women Self Help Group mango based and allied products in posh markets like Delhi. Gour Malda is rich in history and culture and Mango varieties and Mango based products. The hard working and caring women of this area produce many handcrafted, exclusive products from Mango and local raw materials. The famous Aam-Sattya (Dried Mango Pulp Bars) of Malda is unique and a sort of Geographical Indicator product. Elsewhere we get diluted Papaya-Mango pulp in this brand-name, but in Malda it is made only from exclusive tasty Mangoes like Gopal Bhog, Himsagar by sun drying Mango pulp and purifying it. No preservatives are added. About 13 kgs of Mango produces 1 kg of Aam-Sattya. So this product is in essence the best of pure mango and if eaten soaked in hot milk, it gives the taste of best mangoes even in offseason. It can be imaginatively used in all cooking where sweet Mango is needed, like Chutney, Sweet Meats etc even when raw ripe mangoes are not available in market. Those not initiated into this product often miss its exclusivity. So this time we are sending this unique product and other mango based products like various Mango Pickles, Aamsi (dried Surma Fazli raw mango). We are also sending some Non- Mango allied edible products like Bori (Lentil Processed Balls), Naru (Coconut/ Sesame Processed Ready To Eat Balls), Thekua (Home made Cookies) etc. We are also sending samples of Handicrafts like Bamboo Table Decorative Items, Hand spun Cotton/ Woolen Rugs/ Wrap-around and some Malda Silk Kantha Stitch Sari and Hand embroidered Blouse pieces. The chief target is not only to sell these products, but also to brand and promote Anandadhara-Malda and Self Help Group products of Malda, especially Mango based products, and create awareness about the specialty of these products and its value and thus generate prospective dealers and clients and thus develop a market of Maldas SHG products, outside Bengal. To realize this, we have taken some new initiatives this time. We have engaged professional Marketing person to train the SHG associates who will go to Delhi, in the art of sales and marketing. We have developed exclusive labels and packaging and pricing for our products. The Product Labels even describe how to best use the product, to the uninitiated customer. Banners, leaflets, packets to educate and create interest in the prospective customers about Gour Malda and its SHG products have been designed by consultant experts in publicity. We have insured the products against transit damage, loss to minimize difficulty of SHGs. Also the SHG associates who will man the counters in Delhi will wear suitable Sarees and Dhoti-Punjabi to stand out in traditional Bengali dressing. A photo album catalogue has also been created of saleable products for customer awareness. In this maiden venture, we are showcasing our strength of SHG products of Malda especially Mango based products that each of these products are exclusively handmade and not factory mass produced; thus each has a mothers care in its making. When a customer buys any of these products, he not only takes home an exclusive handcrafted produce; but also he directly helps in empowerment and betterment of the rural woman. His money goes to a noble social cause, thus adding to the flavor of the purchase. Let our National Capital enjoy the taste of Malda Mangoes and SHG products in various forms.