Once working as a housekeeper to support her family, Sheela Devi from Silli in Ranchi has transformed her life by starting the Palash Aajeevika Didi Café along with other women. With the help of training and credit linkage, she turned Jharkhand’s traditional cuisine into her livelihood. At the annual Delhi Saras Mela, her café earns sales worth ₹6–7 lakh every year, making her a “Lakhpati Didi” today.
Sheela’s journey is just one among hundreds of success stories made possible through the Palash brand.
Palash Brand Records Business of Over ₹40 Crore
Launched in 2020 under the initiative of Chief Minister Hemant Soren, the Palash brand has emerged as a strong identity of rural women’s self-reliance and empowerment in Jharkhand. More than 30 quality products have been developed under this brand, reaching consumers across the state through Palash Marts, display counters, and online platforms. So far, Palash has recorded business worth over ₹40 crore.
Once working as a housekeeper to support her family, Sheela Devi from Silli in Ranchi has transformed her life by starting the Palash Aajeevika Didi Café along with other women. (Theorist photo)
The brand aims to give collective recognition to the labour and skills of rural women, ensuring fair value and direct access to markets. Its logo — the symbolic flower of Jharkhand, Palash — along with the tagline “Respect for the labour power of rural women” reflects the hard work and contribution of these women.
Two Lakh Women Driving Growth Through Palash Marts
Currently, 46 Palash Marts and 24 display-cum-sale counters operate across the state, bringing rural women’s products to households everywhere. Over two lakh women entrepreneurs are associated with Palash, selling their products and improving their livelihoods. With better packaging, branding and marketing support, women now directly benefit without relying on middlemen.
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Among the most popular products under the Palash brand are Jeera Phool rice, brown rice, ragi flour, wheat flour, arhar dal, mustard oil, herbal flour, spices, honey, soaps, detergents and handwash. Mustard oil is extracted using traditional methods, while Palash honey is collected from forests, pure, nutritious, and rich in antioxidants. Unpolished pulses, high in fibre and protein, are finding a place on Jharkhand’s traditional plates.
