R Krishna Das
Raipur, July 25
JashPure, the unique brand of natural forest-based food products crafted by tribal women in the remote Jashpur district, is set to transcend regional boundaries and make a mark on national and international platforms.
Aimed to accomplish the mission, Chhattisgarh government has decided to transfer the trademark to the state’s department of industries in alignment with Prime Minister Narendra Modi’s vision of ‘Vocal for Local’. The decision will help to ensure scaling up of production, institutional branding as well as global outreach, a state government spokesperson said. The title was held by a private firm that used to collect products from women of self-help groups and sell in the brand name of JashPure.
The historic decision to transfer the trademark is expected to drive higher demand for raw materials and create more employment for tribal women. With the Industry Department’s stewardship, the brand will be empowered to scale up production, invest in advanced processing facilities, and pursue more effective marketing – paving the way for JashPure to emerge as a world-class label.
The trademark of JashPure, which is named after Jashpur district from where Chhattisgarh Chief Minister Vishnu Deo Sai hails, is 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 brand aims to process Chhattisgarh’s rich agricultural and forest produce into value-added foods that can compete commercially across markets, the spokesperson said.
Every JashPure product is crafted without artificial colors, preservatives, or flavorings and is offered in eco-friendly packaging – capturing the essence of Chhattisgarh’s soil and the hard work of its indigenous women. It has built a diverse range of traditional and health-focused products using mahua and millets. The flagship offerings include Mahua Nectar, Mahua Vanyaprash, Mahua Cookies, Ragi Mahua Laddus, Mahua Candy, and Mahua Nectar Cocoa. In addition, Jawa Phool rice, millet pasta, and assorted items made with kodo, kutki, ragi, and tau are gaining recognition across India.
The spokesperson said beyond commerce, JashPure stands as a powerful model for women’s economic empowerment. Over 90 per cent of the workforce comprises tribal women who manage every aspect of production and packaging. Through this platform, they are not only achieving financial independence but also transforming traditional knowledge into products that meet modern market standards.
JashPure’s reach is set to expand further through strategic partnership with private firms. In the first phase, mahua and other products will be retailed at five major airport stores across the country – opening doors to a nationwide consumer base.
Samarth Jain, who is associated with the initiative, shared that 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. According to Jain, the move of the government will accelerate JashPure’s evolution into a global brand and unlock fresh opportunities for forest-produce gatherers and local entrepreneurs across Chhattisgarh.
Chief Minister Vishnu Deo Sai stated “Our objective is to provide a meaningful platform for the preservation of Chhattisgarh’s traditional heritage and to recognise the contributions of tribal women, with the goal of ensuring respect, economic independence, and sustainable means of livelihood. ‘JashPure’ is a powerful symbol of this very vision.”
This event clearly demonstrated that this local initiative, born from Chhattisgarh, holds full potential to become a global brand in the coming time.
