https://indianmasterminds.com

ADVERTISEMENT
ADVERTISEMENT

Developing Rural Jharkhand with Livelihood Opportunities

Using innovative techniques to provide better livelihood opportunities to people living in the rural regions of Jharkhand, IAS officer Aradhana Patnaik’s work has directly benefitted over 20 lakh families and 3.6 lakh migrants. And she did this all in the midst of a raging pandemic.
Indian Masterminds Stories

Many people in rural Jharkhand, who had been living on the margins so far, are now walking on the path of development. This has become possible with the efforts of the Rural Development Department of Jharkhand. It has created new livelihood opportunities for thousands of rural people at a time when the pandemic is pushing millions into penury.

DEVELOPING THE RURAL POPULATION

Speaking with Indian Masterminds, Secretary of Rural Development Department Jharkhand, Ms. Aradhana Patnaik (an IAS officer of 1998 batch) said, “People living in the rural areas of the state are hardworking but they don’t get much opportunities and are also not aware of the various technologies which are available in the world out there. These people are traditionally into agricultural and other activities like poultry, dairy etc. As they lack information on the latest technology and how to market their products, the rural department is helping them by providing all the assistance which is required to improve their livelihood and standard of living.”

For this, the department has launched an initiative called Aajeevika Samwardhan Hunar Abhiyan (ASHA), to empower the rural families with strong means of livelihood based on the local resources, opportunities and possibilities available in the state.

Women doing farming activities in rural Jharkhand

The initiative is being implemented by the Jharkhand State Livelihood Promotion Society (JSLPS), a nodal agency established by the rural department for effective implementation of livelihood opportunities among rural people.

SPREARHEADING THE INITIATIVE

The idea was put in place in September 2020, with an aim to provide two or more income earning opportunities to rural families, through different means of livelihood covered under SHGs. It was the time when the country was going through the first wave of Covid 19 pandemic and the initiative became provided lot of support to the returning migrants.

In the present context, the second wave is turning out to be worse and migrants are once again returning back from different places. In such unusual times, an effort is being made under the ASHA initiative to link the family of migrants to self-employment and employment opportunities. The JSLPS is implementing this initiative through various ongoing schemes like DAY-NRLM, JOHAR, JHIMDI, MKSP, SVEP, DDUGKY in Jharkhand

Government of Jharkhand sanctioned Rs. 75 crore to 50,000 Sakhi Mandals

Going forward, the rural families were provided various livelihood opportunities in the field of agriculture, non-timber forest products (NTFP), animal husbandry, entrepreneurship, skill-based employment and self-employment to ensure sustainable livelihood for rural families under ASHA.

PALASH- A PLATFORM TO SELL

Ms. Patnaik said, “All the rural SHGs who were traditionally producing farm products like tamarind, honey, pulses, rice, mustard oil etc. were selling it to the local traders, who were mostly benefitting from it and not the women SHG workers who were producing it. We found a solution to this issue and launched a brand name called ‘Palash’ to add value to their products.”

Rural women and SHGs producing various products through new technology

“We have formed around ten thousand Farmer Producer Groups (FPG) in the state and in every group, there are around 50 odd women. Therefore, around 50 thousand women are engaged in this process. Further, these women producers conduct end-to-end value chain process of production, collectivization, processing, packaging, branding, and marketing,” she added.

Tamarind, honey, arhar pulse, jeera phool rice, mustard oil, soap, millet floor, Haldi, lemongrass oil, lac and various other products are the output of this process. The brand was launched with an aim to integrate the products by rural women entrepreneurs.

Trained women doing scientific lac cultivation in rural Jharkhand

The potential of the rural women entrepreneurship among the members of the SHGs of the state has now been promoted under the Palash brand, with a targeted value of Rs. 1000 crores by 2023.

EXPANDING THE BRAND

Ms. Patnaik said, “In the first phase, we have established ‘Palash Mart’ in every district headquarter. We now plan to scale it up to the whole state.”

Setting up Palash Mart in every district headquarter

The Palash branding & marketing strategy has been getting a vibrant response and as a result, within a period of around 180 days, 37 products have been launched in the open market through an exclusive network of 19 `Palash Marts’ and 26 Palash display counters.


Indian Masterminds Stories
ADVERTISEMENT
ADVERTISEMENT
Related Stories
ADVERTISEMENT
ADVERTISEMENT
NEWS
Renewable Energy
India Must Double Renewable Energy Addition to 50 GW Annually to Hit 2030 Goal, Says S&P Global - Details Inside
THDC-resized
THDC India Commissions Nation’s First Variable Speed Pumped Storage Unit at Tehri, Marks Historic Milestone in Renewable Energy - All Details Mentioned Here
Prakash Punj, Patna Sahib
Beautification Work Completed at Prakash Punj, Patna Sahib: A New Landmark for Sikh Heritage & Tourism
Indian Railways
Indian Railways Strengthens Ticketing System with Digital Overhaul & Anti-BOT Measures - Know More
WCL Western Coalfield
WCL Achieves Record Profit Before Tax of Rs. 4,376 Crore in FY 2024–25, All Details Inside
Bihar vegetables
Historic: Bihar Exports Vegetables to Dubai for the First Time: Minister Prem Kumar Flags Off Consignment
Indian Police Services IPS Officer
3 IPS Officers Transferred in Madhya Pradesh Police Department Reshuffle; Priyanka Shukla Made AIG, Bhopal Police HQ
ICAS Service
Ministry of Finance Notifies New Indian Civil Accounts Service Recruitment Rules, 2025 - Here is All You Need To Know
ADVERTISEMENT
ADVERTISEMENT
Videos
Monika Singh
Monika Singh’s Life Beyond the Bureaucracy | Video Interview 
IAS Tushar G Nikhare
Modernising Governance: A Digital Transformation in Gangtok
IMG-20250523-WA0036
Abhishek Singh's SECRET: Vipassana, Anthropology & Smart Answer Writing | Video Interview 
ADVERTISEMENT
UPSC Stories
Divyanshu Pal Nagar IFS
5 Years, 5 Mains, 4 Interviews: How Divyanshu Pal Nagar Stumbled in CSE, Triumphed in IFS - A Lesson for Every Aspirant
Divyanshu Pal Nagar’s inspiring five-year UPSC journey shows how perseverance, disciplined self-study,...
ANUBHAV SINGH UPSC IFS 2024
9 Years, 8 Attempts, 7 Failures: How Anubhav Singh Cracked UPSC IFS 2024 with AIR 3 Against All Odds | Exclusive
Anubhav Singh’s inspiring journey to UPSC IFS Rank 3 showcases relentless perseverance, strategic preparation,...
Jogender Sihag
“I Cleared UPSC, But My Grandfather isn’t Here to Hear it,” Jogender Sihag, AIR 521, UPSC CSE 2024
"Life is short; make the most of it, whether in civil service or any other field. Just have a clear vision...
Social Media
Tiger jump Sundarban
Stunning Viral Video Shows Royal Bengal Tiger Making Spectacular 30-Foot Leap Across River in Sunderbans - See It Here
Retired Indian Forest Service (IFS) officer Susanta Nanda shared the clip online, which quickly went...
shubham kumar ias marriage
IAS Topper Weds BPSC Topper: Shubham Kumar Marries IRS Officer Priyangi Mehta in Patna; Wedding Video Goes Viral
Topper Couple Alert: Shubham Kumar, Priyangi Mehta’s Wedding Grabs Spotlight in Bihar
parveen kaswan elephant
Elephant Outsmarts Electric Fence! IFS Parveen Kaswan Shares Incredible Video!
In the now-viral 51-second clip, the intelligent giant approaches a wooden pole supporting high-voltage...
ADVERTISEMENT
ADVERTISEMENT
ADVERTISEMENT
Latest
Renewable Energy
India Must Double Renewable Energy Addition to 50 GW Annually to Hit 2030 Goal, Says S&P Global - Details Inside
THDC-resized
THDC India Commissions Nation’s First Variable Speed Pumped Storage Unit at Tehri, Marks Historic Milestone in Renewable Energy - All Details Mentioned Here
ADVERTISEMENT
ADVERTISEMENT
ADVERTISEMENT
ADVERTISEMENT
ADVERTISEMENT
ADVERTISEMENT
ADVERTISEMENT
Videos
Monika Singh
IAS Tushar G Nikhare
IMG-20250523-WA0036
ADVERTISEMENT
ADVERTISEMENT