Raipur (Chhattisgarh) [India], July 16 (HBTV): JashPure, the distinctive brand of natural forest-based food products crafted by tribal women in Chhattisgarh's remote Jashpur district, is set to scale new heights, both nationally and internationally.
In a significant development, the Vishnu Deo Sai-led Chhattisgarh government has decided to transfer the trademark of this women-led brand to the Department of Industries. This decision aligns with Prime Minister Narendra Modi's Vocal for Local initiative and aims to expand production, build institutional branding, and boost global outreach.
According to a government release, JashPure is more than a brand — it represents tribal women’s entrepreneurship rooted in traditional wisdom. Managed entirely by women from Jashpur, the brand focuses on producing natural, preservative-free food products, supporting sustainable development while generating local livelihoods.
The enterprise processes Chhattisgarh’s rich agricultural and forest produce into value-added food items for wider markets. All JashPure products are crafted without artificial colours, preservatives, or flavourings, and are offered in eco-friendly packaging — embodying the essence of Chhattisgarh’s soil and the efforts of its Indigenous women.
The brand’s flagship products include Mahua Nectar, Mahua Vanyaprash, Mahua Cookies, Ragi Mahua Laddus, Mahua Candy, and Mahua Nectar Cocoa. Other offerings such as Jawa Phool rice, millet pasta, and a variety of items made with kodo, kutki, ragi, and tau are also gaining traction across India.
More than 90% of the workforce comprises tribal women who handle every stage of production and packaging. Through JashPure, these women are not only achieving financial independence but also transforming traditional knowledge into market-ready products.
The brand received significant attention at World Food India 2024, held on September 20 at Pragati Maidan, New Delhi, where health-conscious consumers, nutritionists, and entrepreneurs praised its preservative-free, naturally processed range. The products are entirely free from additives and stabilisers, reinforcing their health value.
In a major commercial boost, JashPure is set to expand its reach through a partnership with Rare Planet. In the first phase, mahua-based products and others will be retailed at five major airport stores across the country. The MoU was signed virtually in the presence of Chief Minister Vishnu Deo Sai, underscoring the state government's commitment to globalising local produce.
Samarth Jain, a young scientist from Jashpur associated with the initiative, said efforts are being made to rebrand mahua beyond its traditional association with liquor and present it as Forest Gold or Green Gold. According to Jain, this repositioning will accelerate JashPure’s growth into a global brand and open new opportunities for forest-produce gatherers and entrepreneurs across Chhattisgarh.
The decision to transfer the trademark is expected to drive greater demand for raw materials and create more employment for tribal women. With the Industry Department's stewardship, the brand is set to scale up production, invest in modern processing infrastructure, and pursue strategic marketing to establish JashPure as a world-class label.
(ANI)