The Story Behind JASHPURE (Part 1)

The Story Behind JASHPURE (Part 1)

05/03/2025 | Samarth Jain

Custom Food R&D & Sustainable Development | Functional Food Innovation | Tribal Entrepreneurship | Rural Value Chain Innovation | Director Jai Jungle FPC & Vedic Vatica Pvt Ltd.

Introducing JASHPURE: A Movement for Pure, Nutritious Food & Tribal Empowerment

In February 2024, under the vision and leadership of then Jashpur District Collector Dr. Ravi Mittal, the Jashpur District Administration launched JASHPURE, an initiative to bring high-quality, preservative-free food to the market while empowering local Self-Help Groups (SHGs) and tribal communities.

Why JASHPURE?

While working with SHGs and tribal communities, we identified key challenges:

• Lack of professional branding & market access – Tribal women were making incredible products but lacked structured training in branding and marketing.
• Inconsistency in taste & quality – Since traditional food production followed manual techniques, each batch had slight variations, making it hard to compete with established brands.
• Limited healthy options in the market – Most packaged foods contain palm oil, preservatives, or additives. Truly natural and healthy choices were rare.

What Does JASHPURE Stand For?

The name JASHPURE is deeply rooted in our mission:

• Jashpur + Pure = A district-driven initiative committed to providing pure, natural food without additives.
• We focus on traditional tribal food-processing methods like wood-pounding, which enhance both taste and nutrition.
• From raw material sourcing to final packaging, every step is handled by tribal women, making it a truly women-led, grassroots movement.

The Challenges We Overcame

Starting JASHPURE wasn’t easy. The biggest hurdle was bringing change in work patterns, improving work ethics, and shifting to a structured business approach.

• Training programs were introduced to help SHG members maintain product consistency, hygiene, and quality control while preserving traditional techniques.

This Is Just the Beginning!

JASHPURE is more than a brand—it’s a movement for sustainable, nutritious, and ethical food production.

Join us on this journey! Support 100% tribal women-led, preservative-free products.