Under CM Sai’s Leadership, Major Move in Chhattisgarh : Jashpur’s ‘JashPyoor’ Trademark to be Transferred to Industries Department

JashPyoor to become a global brand — poised to expand from Jashpur to national and international markets

Raipur | In a landmark decision under the leadership of Chief Minister Shri Vishnu Deo Sai, the Chhattisgarh government has announced that the trademark of ‘JashPyoor’ — a women-led tribal enterprise from Jashpur — will be officially transferred to the state’s Department of Industries. This move is aimed at empowering the brand for large-scale production, structured branding, and expansion into domestic and global markets.

JashPyoor is a unique initiative by tribal women’s self-help groups in the remote district of Jashpur, who process forest produce into high-quality, chemical-free food products. The initiative blends traditional knowledge with entrepreneurial innovation, creating sustainable livelihoods and promoting nutritional, preservative-free, eco-friendly products.

JashPyoor: A Symbol of Empowerment and Tradition

JashPyoor is not just a brand — it represents the resilience, skill, and enterprise of tribal women. Operated almost entirely by women (over 90% of the workforce), the brand is built around locally sourced forest and agricultural produce. Its product line includes Mahua Nectar, Mahua Wildprash, Mahua Cookies, Ragi Mahua Laddus, Mahua Cocoa Drinks, and Millet-based pastas as well as traditional hand-pounded rice (Dheki-kuta Jawan Phool).

These products are made without preservatives, artificial colors, or flavors and are packaged in sustainable materials. The initiative aligns with PM Narendra Modi’s ‘Vocal for Local’ campaign and CM Sai’s vision for “Prosperous Farmers, Empowered Chhattisgarh.”

Strategic Brand Expansion

With the transfer of the trademark to the Industries Department, JashPyoor will receive institutional support for scaling up production, investing in advanced machinery, and enhancing national and international marketing. The decision is expected to increase demand for raw materials and generate more employment opportunities for tribal women.

At World Food India 2024 held in New Delhi, JashPyoor’s stall attracted significant attention. Nutritionists, entrepreneurs, and health-conscious consumers praised its naturally crafted products, especially those made from Mahua and millets, noting their lack of additives and high nutritional value.

Retail Expansion with Rare Planet Partnership

In a landmark collaboration, JashPyoor has signed an MoU with Rare Planet to launch its products at major airport retail outlets across India. In the first phase, sales have begun at five major airports, significantly boosting brand visibility among national and international travelers. The agreement was digitally signed by CM Vishnu Deo Sai, reaffirming the government’s commitment to promoting local products globally.

Redefining Mahua — From Liquor to Forest Gold

Young tribal scientist Samarth Jain from Jashpur emphasized that Mahua should no longer be limited to alcohol production. Instead, it is being repositioned as “Forest Gold” or “Green Gold,” thanks to JashPyoor’s innovative product development. This move is opening new opportunities for tribal communities and redefining value-added forest produce in the state.

A Bold Step Toward ‘Local to Global’

This transfer of JashPyoor’s trademark marks a turning point in Chhattisgarh’s rural economy and tribal empowerment. With increased support from the Industries Department, the brand is poised to scale production, improve marketing, and become a global ambassador for sustainable, indigenous entrepreneurship.

JashPyoor is now not just a brand — it’s a movement for self-reliance, sustainable development, and the global recognition of Chhattisgarh’s tribal heritage and natural wealth.