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Jashpyore to Become a Global Brand – Paving the Way from Jashpur to National and International Markets
Raipur, 5 July 2025 – Under the leadership of Chief Minister Shri Vishnu Deo Sai and inspired by Prime Minister Shri Narendra Modi’s “Vocal for Local” campaign, a significant decision has been taken in Chhattisgarh. The trademark of the ambitious, women-led brand ‘Jashpyore’, developed in the remote tribal district of Jashpur, will be transferred to the Department of Industries. This landmark move aims to scale up production, enhance institutional branding, and facilitate access to national and global markets.
Jashpyore: Merging Tradition with Entrepreneurship for Progress
Jashpyore is a unique brand driven by tribal women of Jashpur, focused on processing forest produce into natural and nutritious food products. The initiative not only promotes chemical-free, preservative-free goods but also generates local employment and supports sustainable development.
The brand’s objective is to leverage Chhattisgarh’s rich agricultural and forest resources to create commercial food products, linking them with employment generation and economic recognition at a broader level.
Jashpyore products are entirely natural, without preservatives, artificial colors, or flavors, and are packaged using sustainable materials. More than just a brand, Jashpyore embodies the essence of Chhattisgarh’s soil, tribal women’s dedication, and the spirit of an Aatmanirbhar (self-reliant) Chhattisgarh.
Jashpyore’s Unique Product Range
Jashpyore has developed a wide array of traditional and health-enhancing products using Mahua and other forest produce. These include:
Mahua Nectar
Mahua Chyawanprash (Vanyaprash)
Mahua Cookies
Ragi-Mahua Laddus
Mahua Candy
Mahua Nectar Cocoa Drink
Dheki-pounded Java Phool Rice
Millet-based Pasta
Products made from Kodo, Kutki, Ragi, and TaaU
These products have already started making a mark across India.
Empowering Women through Enterprise
Jashpyore is not just about commerce; it’s a strong initiative for tribal women’s empowerment. By providing employment opportunities, it has enhanced their financial independence and helped them become self-reliant. Over 90% of Jashpyore’s workforce comprises tribal women, who are actively involved in every aspect—from production to packaging. This initiative is also helping preserve and modernize traditional knowledge for today’s markets.
Global Recognition at World Food India 2024
At the World Food India 2024, held on 20 September at Pragati Maidan, New Delhi, Jashpyore’s stall attracted significant attention. Health-conscious consumers, nutritionists, and entrepreneurs praised the Mahua and millet-based products for being additive-free, preservative-free, and highly nutritious.
Strategic Tie-Up with Rare Planet
In a major breakthrough, Jashpyore has signed an MoU with Rare Planet to place its products at leading airport stores across India. In the first phase, Mahua and other items will be available at five major airports. The MoU was digitally signed by CM Vishnu Deo Sai, highlighting the government’s commitment to elevating local products to global platforms.
From Local to Global: A Vision Becoming Reality
According to Samarth Jain, a young scientist from Jashpur associated with Jashpyore, the government aims to reframe Mahua’s image—from being solely associated with liquor to being recognized as “Forest Gold” or “Green Gold.” He emphasized that nutritious food can be delicious too, and this initiative will help turn Jashpyore into a globally recognized brand. This decision is also expected to open new doors of opportunity for forest produce collectors and local producers across the state.
Trademark Transfer to Boost Expansion and Employment
The trademark transfer to the Department of Industries will help expand the Jashpyore brand’s reach and capabilities. It will lead to:
Increased demand for raw forest produce
Greater employment opportunities for tribal women
Investment in advanced production machinery
Professional branding and global marketing
This strategic move is set to strengthen Jashpyore’s position as a world-class brand and a beacon of tribal entrepreneurship and sustainable development in India.
