Union Minister Shri Shivraj Singh Chouhan Launches ‘ChhattisKala’ Brand and Digital Finance Booklet

Raipur, Nov 2025 : Union Minister for Rural Development Shri Shivraj Singh Chouhan, in the presence of Chief Minister Shri Vishnu Deo Sai, Deputy Chief Minister Shri Vijay Sharma, other public representatives, and thousands of rural women, unveiled the much-awaited integrated state brand ‘ChhattisKala’ and the Digital Finance Booklet during the state-level distribution programme of the 21st instalment of the Pradhan Mantri Kisan Samman Nidhi in Dhamtari district, Chhattisgarh, on Wednesday.
The day proved to be a significant milestone for rural livelihoods, women’s entrepreneurship, and financial inclusion.

State’s First Integrated Brand for Rural Women’s Products — ‘ChhattisKala’

With an aim to provide a unified identity and an integrated market platform for high-quality products made by rural women of the state, the Government of Chhattisgarh and the Chhattisgarh State Rural Livelihoods Mission (BIHAN) have launched the ‘ChhattisKala’ brand. Under this brand, a wide range of products—such as millet-based food items, tea, pickles, snacks, handloom and handicraft-based Dhokra art, bamboo craft, clay and wooden artefacts, incense sticks, and puja materials—will be standardized, packaged, branded, and made available in larger markets.

Union Minister Shri Chouhan said that the ChhattisKala brand will become a symbol of rural women’s hard work, skill, and self-reliance. It will take their products from the state to national and international markets.

Digital Finance Booklet Showcasing Success Stories of 48 BC Sakhis Launched

During the event, the Union Minister also launched the Digital Finance Booklet, which documents the inspiring success stories of 48 Banking Correspondent Sakhis (BC Sakhis) from across the state.

3,775 BC Sakhis Actively Delivering Banking Services

At present, a total of 3,775 BC Sakhis are actively providing doorstep banking services in Chhattisgarh. In the past four years, they have facilitated financial transactions worth more than ₹3,033.48 crore.
The Union Minister noted that women who once hesitated to step out of their homes are now taking financial services to every village and driving social and economic transformation.

Thousands of Self-Help Groups Receive Financial Empowerment

The grand event also brought major financial support to rural women’s self-help groups. Under the initiative:

• 1,080 Self-Help Groups received ₹1.62 crore as revolving funds,
• 8,340 Self-Help Groups received ₹50.04 crore as community investment funds,
• Bank linkage support worth ₹229.74 crore was provided, and
• 1,533 women entrepreneurs were granted ₹6.23 crore as entrepreneurship loans.

These financial provisions will help increase incomes, promote the establishment of new enterprises, and strengthen the economic independence of rural women.

A New Direction for Rural Prosperity, Women’s Leadership, and Self-Reliance

The event in Dhamtari was not merely a distribution of financial assistance but a significant step toward realizing the vision of a ‘Self-Reliant Rural Chhattisgarh’.
The ChhattisKala brand, the BC Sakhi model, and extensive financial support together will play a transformative role in shaping the future of rural livelihoods.