In the presence of Prahlad Singh Patel, MoS (FPI), Anita Praveen, Secretary, MoFPI, and Senior Officials from the Ministry and NAFED, Pashupati Kumar Paras, Union Minister of Food Processing Industries, launched 3 One District One Product (ODOP) brands under the Pradhan Mantri Formalisation of Micro Food Processing Enterprises (PMFME) Scheme today in New Delhi.
Under the branding and marketing component of the PMFME scheme, the Ministry of Food Processing Industries has signed an agreement with NAFED to develop 10 brands of selected 20 ODOPs.
7 ODOP Brands and 9 Products have been successfully launched in collaboration with NAFED, These include – Brand: Cori Gold; District/State: Kota, Rajasthan Product: Coriander Powder, Brand – Makhana King; District/State: Darbhanga and Muzaffarpur from Bihar, Product: Plain and Chatpata Makhana), Brand – Dilli Bakes ( District/State: Delhi, Product: Cookies and Rusk), Brand – Amrit Phal ( District/State: Gurgaon, Haryana Product: Amla Juice), Brand – Madhumantra ( District/State: Saharanpur, Uttar Pradesh, Product: Multiflora Honey), Brand – Somdana ( District/State: Thane, Maharashtra, Product: Millet Flour) and Brand – Kashmiri Mantra ( District/State: Kulgam, Jammu and Kashmir Product: Red Chilli Powder). Out of the 7 ODOP Brands, the Brand Dilli Bakes was launched in October 2021 in New Delhi followed by the Brand Makhana King launched in January 2022 in Patna. The remaining 5 Brands were also launched in January 2022 in New Delhi.
Seven ODOP brands and nine products were successfully launched, including three ODOP brands and five products, Madhurmithas, Anaras, Pind Se, and two products, Masala Paste and Lemon Honey, under the newly developed brands Kashmiri Mantra and Madhumantra.
The brand Madhurmithas has introduced Jaggery Powder, which has been developed exclusively for the district Muzaffarnagar, Uttar Pradesh, under the ODOP concept. The product is a chemical-free sweetener that is also healthier and more delicious than sugar. The 500g standy zip pouch is resealable for convenient and secure storage and is reasonably priced at Rs. 80.
Anaras is a brand created under the ODOP concept for dried spicy pineapple from the Meghalaya district of Ri Bhoi. The product is made from handpicked pineapples that have been naturally sundried and flavoured with a secret spice blend to give it an irresistible, one-of-a-kind taste. Aside from its zesty flavour, dried spicy pineapple is also high in vitamin C. It costs Rs. 110 for a 55g pack.
The authentic taste of Ghar ka bana aam ka achaar is brought to you by Pind Se for Mango Pickle. This delectable pickle is made with the finest mangoes, high-quality ingredients, and a time-honored recipe. To ensure quality and consistency, the product is handcrafted in small batches. The brand was created under the ODOP Concept in Amritsar, Punjab, and strives to bring you the Pind Ka Swad in every bottle, which is competitively priced at Rs. 95 for a 500g pet jar.
Two new products have also been introduced under the recently launched brands, Kashmiri Mantra and Madhumantra, both from the districts of Kulgam in Jammu and Kashmir and Saharanpur in Uttar Pradesh, respectively. Traditional mixed masalas are an essential component of Kashmiri vegetarian and non-vegetarian cuisines. The masala paste in tikki form, known locally as ‘ver,’ is the brand’s second product, following Kashmiri Lal Mirch. The 200g PET jar costs Rs. 200. Furthermore, Lemon Honey from Saharanpur adds a unique twist to plain old honey by infusing it with high-quality lemon extract. Simply adding it to your favourite beverage can completely transform it. A 500 gm glass bottle is competitively priced at Rs 245.
According to NAFED, all products are packaged in unique and appealing packaging that keeps moisture and sunlight at bay, ensuring longer shelf life and keeping the product fresh.
Under the scheme, NAFED and the Ministry of Food Processing Industries signed an agreement that resulted in the launch of 10 ODOP brands and 14 products. Each product is based on NAFED’s extensive knowledge and legacy in marketing, as well as its capabilities and experience in processing, packaging, supply chain, and logistics. Increased investments in brand communication in relevant markets, as well as a strong push on digitization across the value chain, are supporting each brand.
Ministry of Food Processing Industries hopes that this initiative under the PMFME scheme will inform micro food processing enterprises (MFPEs) across the country about the Government’s vision, efforts, and initiatives to formalize, upgrade, and strengthen them, bringing them one step closer to Aatmanirbhar Bharat. MFPEs are encouraged to participate in this initiative and receive branding assistance.