ANANDADHARA, MALDA
“Nurturing Rural Women Empowerment through Self Help Groups”
Supported by:- District Magistrate Malda & District Mission Director, Anandadhara- N.R.L.M District Office,
DRDC, Malda
BRIEF OUTLINE OF RECENT INITIATIVES TAKEN FOR PROMOTING
AND BRANDING SHG MANGO & ALLIED PRODUCTS IN DELHI HAAT.
The Government of West Bengal in the Food Processing Industries & Horticulture
Department with assistance of Principal Resident Commissioner, Govt of WB at New Delhi will
organize a “Mango Festival” at Dilli Haat, INA from 10.6.14 till 30.6.14. Usually varieties of Raw
Mango and its allied products are showcased and sold here.
This year, under the active inspiration and leadership of the Hon’ble Chief Minister of West
Bengal, Ms Mamata Bandyopadhay, and guidance of Hon’ble Minister In Charge of Food Processing
Industries & Horticulture Department, Govt of WB (who is also the local patron of Gour Malda
branding) Sri Krishnendu Narayan Choudhury, and encouragement of the WB State Rural Livelihood
Mission, we are pioneering and developing external markets by branding and promoting the rural
women Self Help Group mango based and allied products in posh markets like Delhi.
Gour Malda is rich in history and culture and Mango varieties and Mango based products.
The hard working and caring women of this area produce many handcrafted, exclusive products from
Mango and local raw materials. The famous “Aam-Sattya” (Dried Mango Pulp Bars) of Malda is
unique and a sort of Geographical Indicator product. Elsewhere we get diluted Papaya-Mango pulp in
this brand-name, but in Malda it is made only from exclusive tasty Mangoes like Gopal Bhog,
Himsagar by sun drying Mango pulp and purifying it. No preservatives are added. About 13 kgs of
Mango produces 1 kg of Aam-Sattya. So this product is in essence the best of pure mango and if
eaten soaked in hot milk, it gives the taste of best mangoes even in offseason. It can be imaginatively
used in all cooking where sweet Mango is needed, like Chutney, Sweet Meats etc even when raw ripe
mangoes are not available in market. Those not initiated into this product often miss its exclusivity.
So this time we are sending this unique product and other mango based products like
various Mango Pickles, Aamsi (dried Surma Fazli raw mango). We are also sending some NonMango allied edible products like Bori (Lentil Processed Balls), Naru (Coconut/ Sesame Processed
Ready To Eat Balls), Thekua (Home made Cookies) etc. We are also sending samples of Handicrafts
like Bamboo Table Decorative Items, Hand spun Cotton/ Woolen Rugs/ Wrap-around and some
Malda Silk Kantha Stitch Sari and Hand embroidered Blouse pieces.
The chief target is not only to sell these products, but also to brand and promote
“Anandadhara-Malda” and Self Help Group products of Malda, especially Mango based products, and
create awareness about the specialty of these products and its value and thus generate prospective
dealers and clients and thus develop a market of Malda’s SHG products, outside Bengal.
To realize this, we have taken some new initiatives this time. We have engaged
professional Marketing person to train the SHG associates who will go to Delhi, in the art of sales and
marketing. We have developed exclusive labels and packaging and pricing for our products. The
Product Labels even describe how to best use the product, to the uninitiated customer. Banners,
leaflets, packets to educate and create interest in the prospective customers about Gour Malda and its
SHG products have been designed by consultant experts in publicity. We have insured the products
against transit damage, loss to minimize difficulty of SHGs. Also the SHG associates who will man
the counters in Delhi will wear suitable Sarees and Dhoti-Punjabi to stand out in traditional Bengali
dressing. A photo album catalogue has also been created of saleable products for customer awareness.
In this maiden venture, we are showcasing our strength of SHG products of Malda
especially Mango based products— that each of these products are exclusively handmade and not
factory mass produced; thus each has a mother’s care in its making. When a customer buys any of
these products, he not only takes home an exclusive handcrafted produce; but also he directly helps in
empowerment and betterment of the rural woman. His money goes to a noble social cause, thus
adding to the flavor of the purchase. Let our National Capital enjoy the taste of Malda Mangoes and
SHG products in various forms.
OFFICE OF THE PROJECT DIRECTOR
DISTRICT RURAL DEVELOPMENT CELL
MALDA ZILLA PARISHAD
&
District Mission Management Unit, ANANDADHARA (NRLM), Malda
“Gramonnayan Bhavan”, PO-Malda HPO, Pin--732101,WB
Phone 03512-223372; Fax 03512-254088;Email: pddrdc.malda@gmail.com
Memo No. 446/PD-DRDC-Mld/ 14
To
:
The Chief Executive Officer, WBSRLM
(Fax- 0332231-4907, Email- ceo.wbsrlm@gmail.com , wbsrlm@gmail.com )
Dated,06/06/2014
SUB: - Information on promotion of Anandhadhara- Malda SHG’s Mango based products etc in “Mango Festival”
at Dilli Haat, INA, New Delhi.
Sir,
With reference to above, as advised by the District Magistrate, Malda, we are happy to inform you
that we have undertaken a maiden project to brand Anandadhara-Malda and promote its SHGs products in
the forthcoming “Mango Festival” at Dilli Haat, INA from 10.6.14 till 30.6.14 being held by The
Government of West Bengal in the Food Processing Industries & Horticulture Department with assistance
of Principal Resident Commissioner, Govt of WB at New Delhi. The District Magistrate realized the
tremendous potential of promoting Malda SHG Mango based and allied products in this Fair and in
consultation with the Hon’ble MIC inspired us and guided us to organize this venture.
This is the first time we are sending the unique product of Malda—its “Aam-Sattya” and other
mango based products like various Mango Pickles, Aamsi (dried Surma Fazli raw mango). We are also
sending some Non- Mango allied edible products like Bori (Lentil Processed Balls), Naru (Coconut/
Sesame Processed Ready To Eat Balls), Thekua (Home made Cookies) etc. We are also sending samples
of Handicrafts like Bamboo Table Decorative Items, Hand spun Cotton/ Woolen Rugs/ Wrap-around
and some Malda Silk Kantha Stitch Sari and Hand embroidered Blouse pieces.
The chief target is not only to sell these products, but also to brand and promote “AnandadharaMalda” and Self Help Group products of Malda, especially Mango based products, and create awareness
about the specialty of these products and its value and thus generate prospective dealers and clients and
thus develop a market of Malda’s SHG products, outside Bengal.
To make this effort successful and modern, we have used services of local Management experts and
Publicity/Packaging Experts and taken the following initiatives:1. We have trained the SHG associates who will go to Delhi, in a crash course of the art of sales and
marketing.
2. We have developed exclusive labels and packaging for our products. The Product Labels even
describe how to best use the product, to the uninitiated customer. We have developed promotional
Leaflets and Banners too. The Banners, leaflets, packets to educate and create interest in the
prospective customers about Gour Malda and its SHG products have been designed by consultant
experts in publicity.
3. We have insured the products against transit damage, loss to minimize difficulty of SHGs. As in
previous occasions SHGs have suffered on this account.
4. Also the SHG associates who will man the counters in Delhi will wear suitable Sarees and DhotiPunjabi to stand out in traditional Bengali dressing.
5. A photo album catalogue has also been created of saleable products for customer awareness.
6. Media management has been done to give publicity to the project and positive feedback has
already started flowing in (See enclosed newspaper cutting).
In this maiden venture, our “Unique Selling Point” has been developed as--— that each of these
products are exclusively handmade and not factory mass produced; thus each has a mother’s care in its
making. When a customer buys any of these products, he not only takes home an exclusive handcrafted
produce; but also he directly helps in empowerment and betterment of the rural woman. His money goes
to a noble social cause, thus adding to the flavor of the purchase.
We seek your kind advice and blessings for this maiden project.
ENCLO_ 1. Press Brief. 2. News paper Cuttings 3. Products being packed by SHGs. 4. New
Ammsattya Packaging 5. Promotion Leaflets
Thanking You,
Yours faithfully,
Additional District Mission Director, NRLM, Malda & Project Director, DRDC, Malda
Memo No. 446/2/PD-DRDC-Mld/ 14
Dated,06/06/2014
COPY TO: For kind information and necessary action please with all enclosures:1. The District Magistrate, Malda
2. The Additional CEO, WBSRLM & Jt Secretary, P&RD Deptt, Govt Of West Bengal
3. Ms Amita Tripathi, Manager, MICD, NABARD HQ, Kolkata
Additional District Mission Director, NRLM, Malda & Project Director, DRDC, Malda