https://indianmasterminds.com

ADVERTISEMENT
ADVERTISEMENT

How VIDUR is Rewriting Rural Women’s Futures

Discover how the VIDUR brand in Bijnor, Uttar Pradesh, is transforming the lives of over 2.3 lakh rural women through self-help groups (SHGs) and a diverse range of quality products. Learn about their journey from local initiatives to national aspirations.
Indian Masterminds Stories

In the heart of Uttar Pradesh’s Bijnor district, a powerful story of change is unfolding through the VIDUR brand. More than just a label, VIDUR represents the collective strength and entrepreneurial spirit of over 2.3 lakh rural women mobilised by self-help groups (SHGs) under the Uttar Pradesh State Rural Livelihood Mission (UPSRLM). This initiative is not just about producing and selling everyday necessities; it’s about fostering women’s empowerment, building sustainable livelihoods, and instilling a sense of self-worth in communities.

FROM LOCAL ROOTS TO A MEANINGFUL BRAND NAME 

The name “VIDUR” holds deep cultural significance in Bijnor, believed to be the resting place of Mahatma Vidur from the Mahabharata era. This connection to heritage provides the brand with authenticity and local trust, resonating with consumers on a deeper level. As Purna Borah, IAS (2018 batch, UP Cadre), Chief Development Officer (CDO) of Bijnor, explains, “Mahatma Vidur is believed to have stayed here during the Mahabharata era. The place has a spiritual resonance — we have the Vidur Kuti here, and Bijnor is now part of the Mahabharat circuit.” Leveraging the name Vidur creates a “culturally meaningful local brand, one that people trust for its authenticity and quality,” Mr Borah shared with Indian Masterminds.

INCOME, INCLUSION, AND INFRASTRUCTURE DEVELOPMENT 

What started as a small pilot in 2013 has blossomed into a district-wide movement, encompassing over 22,000 SHGs and 44 cluster-level federations. The involvement of thousands of trained women, including 1,280 Aajeevika Sakhis and 509 Vidhyut Sakhis, highlights the scale of this transformation. Crucially, nearly all these SHG members are directly or indirectly involved in VIDUR’s supply chain, contributing to production, packaging, marketing, and retail.

The brand’s success is evident in its annual turnover of ₹5.8 crore, with all revenue directly benefiting the women involved. “All the profits go back to them. Whether it’s through direct earnings or through subsidised loans to buy machines, the entire structure is built to boost women’s economic participation,” Mr Borah says. This financial empowerment translates to increased bargaining power within households, better access to education and healthcare for their children, and the ability for women to establish their own small manufacturing units. VIDUR is not just about income; it’s about fostering economic agency and breaking down barriers.

A DIVERSE PORTFOLIO OF QUALITY PRODUCTS 

The VIDUR brand boasts an impressive range of products catering to various needs:

  • Hygiene Products: Sanitary pads (sold under the Sakhi Suraksha label in rural areas), soaps, detergents, and toilet cleaners – promoting health and hygiene in rural communities.
  • Food Items: Multigrain flour, jaggery, papad, pickles, spices, ragi chips, cold-pressed oil, and even tomato ketchup – leveraging local agricultural capabilities and providing nutritious options.
  • Handicrafts and Innovations: Teddy bears, jackets, EV kits, organic manure – showcasing the diverse skills and innovative spirit of the women.

With dozens of product categories, VIDUR strategically aligns its offerings with market demand and local production capabilities.

STRATEGIC DISTRIBUTION FOR MAXIMUM REACH 

VIDUR products are made accessible through a multi-pronged distribution strategy:

  • 45 Dedicated Vidur Outlets: Providing direct access to consumers.
  • 560 Public Distribution System (PDS) Shops: Leveraging existing infrastructure to reach a wider audience.
  • Mobile Vidur Vans: Taking products directly to villages.
  • Online Platforms (Coming Soon): Amazon, Flipkart, and ONDC will expand VIDUR’s reach to urban consumers across the NCR and beyond.

This well-thought-out distribution network aims to bring quality rural products to a broader market.

UNCOMPROMISING QUALITY AND CONSUMER TRUST

In a competitive market, VIDUR prioritises quality assurance. All products undergo rigorous NABL-certified lab testing and hold BIS and FSSAI certifications. Batch-wise production ensures consistency, and positive customer feedback underscores the brand’s reliability. “The feedback has been very positive,” says Mr Borah. “We ourselves use these products regularly, and we’ve seen demand rise in hotels, colleges, and rural homes alike.” The focus on feedback loops allows for continuous product improvement based on consumer needs and preferences. “We realised early on that quality would make or break us,” he adds.

A HOLISTIC MODEL FOR RURAL ENTERPRISE DEVELOPMENT

VIDUR’s success extends beyond product sales. The initiative actively invests in training and innovation through collaborations with institutions like NIFT and the Rural Self Employment Training Institute (RSETI), conducting workshops on design, marketing, and entrepreneurship. Students from Vivek College serve as brand ambassadors, and digital campaigns complement offline outreach efforts.

Financial sustainability is fostered through Community Investment Funds, Revolving Funds, and subsidised loans for equipment and raw materials empowering SHGs to scale their operations. While challenges like meeting increasing demand exist, “Demand is higher than our production capacity right now. We’re working on expanding capital and infrastructure gradually. Since it’s women-led and capital-intensive, we’re being realistic — but determined,” Mr Borah clarifies.

VIDUR’s growth strategy is structured in three phases:

1. Local Penetration: Saturate Bijnor’s market, ensuring every household knows and trusts the brand.

2. Regional Reach: Expand across nearby districts and into NCR through digital platforms and ground logistics.

3. National Visibility: Position Vidur as a symbol of quality rural enterprise on e-commerce platforms and urban retail spaces.

MORE THAN JUST A BRAND 

VIDUR operates on a not-for-profit orientation, with its core mission centred on building economic agency among rural women. “The goal is not just to sell. It’s to build economic agency among rural women,” Mr Borah reiterates. The initiative, strongly supported by District Magistrate Jasjit Kaur, IAS, emphasises inter-departmental collaboration, financing assistance, and continuous capacity building.


Indian Masterminds Stories
ADVERTISEMENT
ADVERTISEMENT
Related Stories
ADVERTISEMENT
ADVERTISEMENT
NEWS
Nitish Kumar
Bihar: CM Nitish Kumar Vows to Create 1 Crore Jobs for Bihar Youth in Next 5 Years, Highlights Major Development Milestones
Vishnu Deo Sai CM
Chhattisgarh Government Approves Rs 1,390 Crore for Four New Medical Colleges and Healthcare Projects
Pushkar Singh Dhami CM
Uttarakhand Government Launches Free Pre-Recruitment Training for Agniveer Aspirants Across All Districts
Airports Authority of India AAI
PESB Finds Candidates Unsatisfactory for AAI Member (Operations) Post, Calls for New Selection Process
justice-photo
Next CJI of India: Find Out Who’s Set to Become the New Chief Justice – Full Story Inside
IPS Ratan Lal Dangi
Who Is IPS Ratan Lal Dangi? Chhattisgarh Police Officer Accused of Harassment by SI’s Wife; IG Anand Chhabra Assigned Probe - Full Story
Yogi Adityanath Ayodhya visit in Diwali
UP: CM Yogi Adityanath Orders Fire Stations Every 100 Km on Expressways, Approves 1,020 New Posts in Fire Services
SDM Chhotu Lal Sharma
Who Is SDM Chhotu Lal Sharma? The 2015-Batch RAS Officer Caught in Yet Another Scandal After Slapping Petrol Pump Employee
ADVERTISEMENT
ADVERTISEMENT
Videos
WhatsApp Image 2025-10-19 at 12.23
UPSC Journey Should Be Enjoyable, Not Cumbersome
WhatsApp Image 2025-10-16 at 15.16
The Many Facets of Former IRS Officer and Author, Giselle Mehta | Video Interview
IDES Saquib Alam
Beyond IAS and IPS: The Inspiring Work of an IDES officer | Video Interview 
ADVERTISEMENT
UPSC Stories
IAS Rupal Rana UPSC
How Rupal Rana Cracked UPSC CSE 2023 with AIR 26 After Four Attempts
UPSC Topper Rupal Rana secured AIR 26 in 2023 after four attempts. Learn her preparation strategy, booklist,...
Ankita Parashar RAS 2023
4 Attempts, 1 Dream, 0 Excuses: Meet RAS Topper Ankita Parashar, Who Fulfilled a Daughter’s Promise & Secured Rank 2 | Exclusive Interview
Ankita Parashar, a teacher-turned-officer from Pushkar, fulfilled her late father’s dream by securing...
Kushal Chaudhary RAS
From Lab Assistant’s Grit to Rajasthan Topper: How Kushal Chaudhary Topped RAS 2023 with Self-Study | Preparation, Strategy & Interview
Kushal Chaudhary, a farmer’s son and lab assistant from Ajmer, topped RAS 2023 through self-study, overcoming...
Social Media
IFS Parveen Kaswan
Heartbreak by the River: 15-Day-Old Elephant Calf Rejected by Mother, Rescued by IFS Parveen Kaswan and His Team
Jaldapra, West Bengal: In a moving incident that tugs at the heart, a 15-day-old elephant calf was rescued...
Ashwini Bhide IAS and Anand Mahindra
Who Is IAS Ashwini Bhide, Hailed as a Role Model for Mumbai Metro Transformation by Anand Mahindra?
From heritage to high-tech: Bhide’s leadership in Metro Line 3 earns public praise and admiration
World Rhino Day India
On World Rhino Day, IFS Officer Parveen Kaswan Shares Rare Insights - India Now Hosts 80% of the World’s One-Horned Rhinos
September 22 Marks Global Call for Rhino Conservation; India Holds 80% of World’s Greater One-Horned...
ADVERTISEMENT
ADVERTISEMENT
ADVERTISEMENT
Latest
Nitish Kumar
Bihar: CM Nitish Kumar Vows to Create 1 Crore Jobs for Bihar Youth in Next 5 Years, Highlights Major Development Milestones
Vishnu Deo Sai CM
Chhattisgarh Government Approves Rs 1,390 Crore for Four New Medical Colleges and Healthcare Projects
ADVERTISEMENT
ADVERTISEMENT
ADVERTISEMENT
ADVERTISEMENT
ADVERTISEMENT
ADVERTISEMENT
ADVERTISEMENT
Videos
WhatsApp Image 2025-10-19 at 12.23
WhatsApp Image 2025-10-16 at 15.16
IDES Saquib Alam
ADVERTISEMENT
ADVERTISEMENT