TFP Bureau, Raipur, July 5, 2025: JashPure, the distinctive brand of natural forest-based food products crafted by tribal women in the remote Jashpur district, is gearing up to make a significant leap onto national and international stages. In a landmark decision, the Chhattisgarh government under Chief Minister Vishnu Deo Sai has transferred the trademark ownership of JashPure to the Department of Industries, signaling a new phase of expansion and global outreach.
Aligned with Prime Minister Narendra Modi’s ‘Vocal for Local’ campaign, this move aims to institutionalize branding, scale up production, and boost market penetration for the women-led enterprise. JashPure represents a unique blend of tradition and entrepreneurship, converting indigenous knowledge and forest produce into preservative-free, nutritious food products packaged eco-consciously.
The brand’s portfolio includes a diverse range of offerings such as Mahua Nectar, Mahua Vanyaprash, Mahua Cookies, Ragi Mahua Laddus, Mahua Candy, and millet-based products like Jawa Phool rice and millet pasta. These products have begun earning recognition across India for their quality and health benefits.
More than 90% of JashPure’s workforce comprises tribal women who oversee production and packaging, transforming livelihoods while preserving sustainable practices. The brand’s success was highlighted at World Food India 2024, where its natural, additive-free products attracted significant interest.
Further accelerating its reach, JashPure has entered a strategic partnership with Rare Planet to retail its mahua and other products at five major airport stores nationwide. This initiative was endorsed by Chief Minister Vishnu Deo Sai during the MoU signing, reflecting the government’s dedication to elevating local products on global platforms.
Samarth Jain, a scientist associated with the project, emphasized efforts to rebrand mahua from its traditional association with liquor to a “Forest Gold” or “Green Gold” commodity, opening new avenues for tribal entrepreneurs.
With the Industry Department’s stewardship, the transfer of the JashPure trademark is expected to boost demand for raw materials, create more tribal employment, and enable investments in advanced processing and marketing — positioning JashPure to become a globally recognized, world-class brand.
