JashPure Brand Expands: Chhattisgarh Govt Boosts Tribal Women's Enterprise

Raipur, Jul 5 (PTI) The trademark of JashPure, a brand of forest-based food products crafted by tribal women in Chhattisgarh's remote Jashpur district, will be transferred to the state's department of industries in alignment with Prime Minister Narendra Modi's vision of 'Vocal for Local', an official said on Saturday.
The decision has been taken by Chief Minister Vishnu Deo Sai to ensure scaling up of production, institutional branding as well as global outreach, he said.
"JashPure is more than a label. It is a testament to women's 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," the official said.
"The brand aims to process Chhattisgarh's rich agricultural and forest produce into value-added foods that can compete commercially across markets. Every JashPure product is crafted without artificial colours, preservatives or flavouring and is offered in eco-friendly packaging. It captures the essence of Chhattisgarh's soil and the hard work of its indigenous women," he added.

The offerings under the brand include Mahua Nectar, Mahua Vanyaprash, Mahua Cookies, Ragi Mahua Laddus, Mahua Candy and Mahua Nectar Cocoa, while products like Jawa Phool rice, millet pasta and items made with kodo, kutki, ragi and tau are gaining recognition across India, the official pointed out.
Over 90 per cent of the workforce comprises tribal women who manage every aspect of production and packaging, he said.
"At World Food India 2024 held on September 20 at New Delhi's Pragati Maidan, JashPure's stall drew widespread attention. Health-conscious consumers, nutritionists, and entrepreneurs alike appreciated the preservative-free, naturally processed range," he said.
JashPure's reach is set to expand further through a strategic partnership with Rare Planet, with mahua and other products being retailed at five major airports of the country in the first phase, the official informed.
Samarth Jain, a scientist associated with the initiative, said efforts are underway to rebrand mahua beyond its traditional association with liquor, positioning it instead as 'forest gold' or 'green gold'.
"JashPure has proven that healthy food can be delicious too. The transfer of the trademark to the department of industries will accelerate JashPure's evolution into a global brand and unlock fresh opportunities for forest-produce gatherers and local entrepreneurs. It is expected to drive higher demand for raw materials and create more employment for tribal women," Jain said.