Surguja, Chhattisgarh, is witnessing a surge in female entrepreneurship, courtesy of the central government’s Lakhpati Didi Yojana. What started as small self-help groups is evolving into a robust network of businesses, with women transforming local produce into branded successes that compete on national shelves.
A key highlight is the Aasha Bihan Bazaar outlet, strategically placed in the city to showcase Surguja’s rural treasures. Products like pure moringa powder, kacchi ghani mustard oil, jeera phool rice, and tikhur atta are now packaged under the ‘ChhattisKala’ label, making them irresistible to urban consumers. Online availability has further amplified their presence, allowing these handmade delights to reach far beyond district borders.
Aasha Devi’s journey exemplifies this change. Hailing from Kishun Nagar, she secured a Rs 5 lakh loan through the scheme, enabling her to establish a dedicated sales point. ‘No more struggling for a spot to sell; our pure village products now have a home,’ she says proudly. The store stocks only items crafted by local didis, ensuring authenticity and quality.
Vinay Agarwal, CEO of the District Panchayat, notes the strategic shift: ‘Lack of proper platforms stifled our products’ potential. ChhattisKala branding changes that, offering eye-catching packaging that appeals to modern buyers.’ This move is fostering inter-district trade, with Surguja’s specialties now available statewide.
The broader impact is profound. Families are gaining stability, villages are buzzing with economic activity, and women are breaking free from traditional roles. As the scheme scales, Chhattisgarh’s rural economy stands to benefit immensely, with ‘ChhattisKala’ poised to become synonymous with excellence in organic, homemade products.