Patanjali and Rural Development Ministry partner to market women's SHG goods
Patanjali has signed an agreement with the central government’s Rural Development Ministry to market products manufactured by women’s self help groups. The Ayurvedic personal care and fast moving consumer goods brand will also help SHGs to distribute their products.
“This agreement has been signed with an aim in helping rural SHG women attain an aspirational income of at least Rs 1 lakh per annum,” said Union Minister for Rural Development Giriraj Singh upon signing the agreement, the Press Trust of India reported.
The agreement was signed on November 2 in New Delhi and recognises Patanjali as a National Resource Organisation for its National Rural Livelihoods Mission. This project is designed to boost rural employment to elevate living standards.
As part of the agreement, Patanjali will engage in co-branding a range of products made by women SHGs. The business will market the goods at its stores and as well as through its distribution network. Products made by women’s SHGs range from handloom textile products to handicrafts and food products.
Patanjali retails a wide selection of products and focuses on ‘Make in India’ and Bharat for its brand identity. As well as aiding the women’s SHGs through this initiative, Patanjali will also be able to further diversify its product selection.
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