‘Palash’ pushes rural products to retail stores | Ranchi News

Ranchi: The Jharkhand government on Tuesday evening launched ‘Palash’, a trademark brand of Jharkhand State Livelihood Promotion Society (JSLPS) under the state department of rural affairs. The new brand was unveiled by chief minister Hemant Soren at Project Building.
With this development, masks, sanitizers, phenyl, soaps, pickles, mustard oil, lemongrass oil, rice, wheat, pulses, marua and other edibles, prepared by the women self-help groups (SHGs) of Jharkhand, will be up for sale in the city’s premier retail chains from October onwards.
“The brand will prove to be a milestone for women empowerment in Jharkhand and can be at par with similar brands such as Amul and Lijjat Papad if nurtured properly,” Soren claimed at the launch. State rural affairs minister Alamgir Alam, health minister Banna Gupta, agriculture minister Badal Patralekh, labour minister Satyanand Bhokta and transport minister Champai Soren were also present at the event. Soren, who also took a tour of the makeshift stalls, announced that he will use the products at home.
Aradhana Patnaik, the state rural development secretary, said the move was aimed at providing bigger markets for the items being produced by the SHGs. “After the SHGs produced PPE kits, masks, sanitizers and other products, the need was felt for linking their products to urban markets as the products are already popular in rural areas. Keeping that in mind, the brand Palash has been registered. JSLPS has tied up with Reliance Retail, Suvidha Supermart and other retail outlets. Under it, there will be special kiosks where items marketed under Palash will be displayed for sale,” Patnaik told TOI.
Besides launching the brand, Soren also launched two schemes aimed at generating women employment. The first one, Ajivika Samvardhan Hunar Abhiyan (Asha), is aimed at linking 17 lakh rural women with agriculture, livestock rearing, forest produce, and small businesses to increase their income. Each woman from one family will be linked to multiple activities for employment generation. Among the targeted women population, there are 4 lakh women who belong to the families of migrant workers who returned to their homes in Jharkhand during the lockdown. The women were identified in a special drive conducted by the rural development department under the name ‘Mission Saksham’.
The second scheme, Fulo Jhano Ashirwad Yojana, is aimed at providing alternative sources of income to 15,000 women across the state who make ends meet by selling country liquor on the roadsides. These women were identified in a state-wide survey conducted in recent months under the name ‘Mission Navjivan’.
In May, the government had launched three schemes to generate rural employment amid the influx of migrant workers during the lockdown. While the opposition termed the schemes, which have been rolled out under MGNREGS, as damp squib, Alam defended them. “Through these schemes, we have created 7.62 lakh man-days in Jharkhand,” Alam said.

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