New Hand-pounded Rice Range extends Partnership

Active partnerships that support the efforts of Women Self-Help Groups (WSHGs) in the areas that they are weakest in would enable their work to enjoy commercial success. Appropriate branding and packaging and efficient marketing of products made by them would encourage WSHGs to move ahead with confidence. Smt. Supriyatai Pawar, MP, expressed these views at an elegant function to launch Suhana Hand Pounded Rice at ICC Trade Towers on June 29, 2009.

The range of Suhana Rice is part of a project partnership between PM and the Savitree Mahila Bachat Gat from Pune District in which products made by the Bachat Gat would be branded and distributed by PM.

Smt Pawar also said that working with established market leaders like Pravin Masalewale would enable WSHGs to develop both the commercial competences as well as the requisite discipline that markets demand.

Zilla Parishad Chairperson, Smt Vaishali Abne, Pune Divisional Commissioner, Shri Dilip Band, Zilla Parishad CEO, Dr Sanjeev Kumar, Pune District Rural Development Authority Director, Shri P D Kasar were present and spoke on the occasion.

On behalf of PM, Vishal Chordia who initiated the effort, welcomed the guests and stated that the project was part of extending and continuing PM’s partnership with women, from consumers of the PM range of spice products to those entrepreneurial ones that are skilled enough to produce products but need support thereafter to win commercially.

He said that this was not looked upon as a pure play commercial proposition by PM. Instead the objective was to open up the market for a good product, endeavour to support the self help effort of a women’s group and ensure that the farmers get a remunerative deal that encourages them to grow crops that are ethically excellent but whose commercial potential was not known.

He said that hand-pounded rice was a healthy option for all consumers as such rice retains more husk which is good source of fiber and vitamins and is therefore, healthier. He added that since the Glycemic index of hand pounded rice is low it reduces the per meal consumption of carbohydrates enabling the diet to become more nutritious and healthy.

He also added that the marketing network of Pravin Masalewale would be used for the distribution of the products which would be made immediately available at all major grocery stores and supermarkets

Rajkumarji Chordia spoke about PM serving as the connecting link between WSHGs and the marketplace. He informed the audience about the how the partnership would serve both the Self Help Groups as well as the consumers. The whole idea behind the partnership with the Self help Group is to give a strong market exposure to an ethnic (and ethical) product like hand milled rice, and allow the farmer to learn about the reality of the marketplace while being protected from its commercial harshness he added.

Known to be much healthier than milled rice Suhana Hand Pounded Indrayani Rice is available at all top retail stores and is priced at a modest Rs 50/ per kg.