Edible products made by women self-help groups (SHGs) in Jharkhand under the brand name Palash bagged the first position in food products at the Saras Ajeevika Mela 2022 in Noida Haat on Sunday.

The Saras Ajeevika Mela started on February 25, 2022, and ended on March 13, 2022. The fair is organised by the Union ministry of rural development and National Institute of Rural Development and Panchayati Raj.

Joint secretary rural development department, Charanjit Singh gave the trophy and certificates to women entrepreneurs during the closing day of the fair and asked other states to adopt the Jharkhand model for empowerment of rural women.

“We competed with the finest products of women craftsmen from more than 25 states. There were 160 stalls. It is a proud moment for our rural women SHGs,” said Suraj Kumar, CEO of the Jharkhand State Livelihood Promotion Society (JSLPS), an arm of the state rural development department.

Jharkhand chief minister Hemant Soren praised the women.

Women entrepreneurs showcase their products at the stall during Saras Ajeevika Mela. Pictures arranged by Manob Chowdhary

“It is a proud moment for the women SHGs of the state and they deserve praise. The government had created a brand name Palash to give wider market to the products made by women SHGs and we have a plan to make a turnover of Rs 1,500 crores from the brand. The government is taking concrete steps towards making women self-reliant,” Soren said.

The brand Palash was launched by Soren in 2020 and at the moment there are over 65 items, including edibles, soaps, sanitisers, essential oils, handicrafts, honey and tribal jewellery and are aimed at boosting village entrepreneurship and employment among women.

Since 2021 the products of Palash brand are not only sold through Palash Marts but also on e-commerce platforms such as Flipkart, Reliance Mart and Amazon. It has also started branding tribal jewellery in Adiva name to provide market exposure to tribal women products.

“More than 64 products under Palash and Adiva brand were put up at our stalls comprising mustard oil, honey, handmade soap, 14 types of pickles and tur dal were in great demand during the 17-day fair. We sold products worth more than Rs 6 lakh, while many advance orders were also received,” said a spokesperson of JSLPS.

The traditional jewellery of Adiva also attracted a lot of people from Delhi and Noida. Jewellery made of silver and other metals were in great demand. Adiv established his brand in the fair and did a business of Rs 7 lakh.