SHG women’s products get brand makeover with ‘Kashi-Prerna’

Varanasi: The products of the self-help group women associated with the National Livelihood Mission of Kashi have got a brand makeover! Marking a first in UP, more than 100 products manufactured by SHGs will be available under the trademark ‘Kashi Prerna’.

This initiative of the Yogi govt will not only set a new example of self-reliance and economic self-sufficiency for rural women, but will also help them reach bigger markets. Now, one can grab their products under one roof on Flipkart, Amazon, and other e-platforms.

Chief development officer Prakhar Kumar Singh said that the skills of Didis associated with the National Rural Livelihood Mission have been recognized with 'Kashi Prerna'. “Over 100 products prepared by SHG women will now be available under ‘Kashi Prerna’ trademark under one umbrella. The brand has already received preliminary approval from the Ministry of Commerce and Industry, and final approval is expected soon. Until then, these women will be able to sell their products across the country with a strong identity,” he said.

State Rural Livelihood Mission deputy commissioner Pawan Kumar Singh said that the impact of the Yogi govt's women empowerment policy is visible at the grassroots level. Women from rural areas, who were once confined to household responsibilities, are now playing an active role in economic activities as entrepreneurs. “Products already available on e-commerce platforms will now be available under the ‘Kashi Prerna’ brand name on online platforms like Meesho, Flipkart, Amazon and other e-commerce mediums. This will not only increase their income but also expand their market reach,” he said.
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