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MMA emerged as a response to the policy-focused
microentrepreneurship promotion through SHGs, for women’s
economic and social empowerment in the State. It dates
back to about five years when Unnayan tried to
systematically organize women under SHGs and link them
with MMA. The formal structure came into being in November
2002.
The brand name “Baripada Mudhi” stands for natural,
additive-free and indigenously prepared quality product.
It was a challenge to promote the sale of the branded
Baripada Mudhi in the local market, as Mudhi making is
common in most households in the area. It was like selling
ice to an Eskimo. However, MMA and Unnayan took up the
challenge and acted hand in hand for market access of
Baripada Mudhi. Through consistent efforts, the sales
volume has shown a steady rise from 3 quintals per month
to more than 40 quintals per month over a period of only
two and half years only, simply because of its
uncompromising quality. The members of the cooperative
operate the overall process of the business starting from
production to quality assurance and market penetration.
Within the organization they have devised mechanisms and
framework to maintain supply line, quality and financial
management. Unnayan has been facilitating the sale of
Mudhi in urban market in a small way in Bhubaneswar. Apart
from that there are stall sale of Baripada Mudhi in
exhibitions.
Through the enterprise the marginalized women of the area
are making an income ranging from Rs.500/- to Rs. 1200/-
per month. This small but regular income has influenced
the lifestyle, worldview and attitude of the women and
their families. The MMA members also have a sense of
social responsibility that is reflected in their
activities pertaining to rural development, at least in
their own villages.
The Baripada Mudhi Meet is organized with a dual purpose;
one to facilitate an interface among producers, traders
and consumers as well as with the wider public and
development thinkers and, two, in order to generate some
useful suggestions for further development of the venture.
|
BARIPADA MUDHI FACT SHEET |
|
Inception Year |
2002 |
|
Location |
Village Tambakhori, Rasgovindpur block, Mayurbhanj
district |
|
Produced and marketed by |
A Cooperative named Mayurbhanj Mahila Association (MMA) |
|
Facilitated by |
Unnayan (NGO) |
|
No. of SHGs involved |
27 |
|
No. of direct beneficiaries |
121 |
|
Product USP |
Natural, additive-free, nutritious and indigenously
processed |
|
Nutritional value |
Its nutritional contents as analysed by Central Food
Technological Research Institute (CFTRI), Mysore
shows moisture % by wt 5.18, total ash % by wt 2.95,
protein % by wt 6.10, fat % by wt 0.28,
carbohydrates (by difference) % by wt 85.32, crude
fibre % by wt 0.17, calorific value 370. |
|
Broad category of beneficiaries |
Economically marginalized and disadvantaged women
involved in production of Mudhi (puffed rice) |
|
Production volume |
According to market demand |
|
Current sales volume |
40 quintals per month |
|
Major market segments |
Mayurbhanj and Balasore Districts and Bhubaneswar |
|
Financial gain per member |
In the range of Rs. 500/- to Rs. 1200/- |
|
Social impact |
Gender sensitiveness, leadership quality, social
responsibility, participation in decision making,
increased awareness on health and education |
|
Further requirements |
Whole hearted support from different stake holders
in terms of capacity building of members,
infrastructure development, market linkage
establishment |
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