From Bhadrachalam to Global Fame: Tribal Women’s Millet Snacks Shine with PM Modi’s Praise

 

A group of tribal women from Bhadrachalam, Telangana, has turned their millet-based snack venture, Bhadradri Millet Magic, into a nationwide success, earning recognition from Prime Minister Narendra Modi on his radio show, Mann Ki Baat. Their inspiring journey from local entrepreneurs to global exporters highlights resilience, innovation, and empowerment.

The Beginning

In 2018, the women formed the Srirama Joint Liability Group with support from the Integrated Tribal Development Agency (ITDA). Initially, they produced sanitary pads under the "Giri" brand, but losses led them to pivot. During the COVID-19 lockdown, they crafted over 40,000 masks for government offices and hospitals, demonstrating their adaptability and commitment to community needs.

Mastering Millets

After receiving training in Hyderabad, the women began creating healthy snacks using jowar, ragi, sama, and kodo millets. Starting with just 3 kg of biscuits daily, they scaled up production as demand surged. Their products, made with natural ingredients like millet flour, jaggery, butter, and ghee, are priced affordably between ₹60 and ₹150. They also offer unique items like karakkaya tea powder, expanding their product range.

National and International Recognition

Their breakthrough came when President Droupadi Murmu praised their millet stall at Rashtrapati Bhavan. PM Modi’s Mann Ki Baat feature further amplified their success, celebrating their transformation from daily wage workers to thriving entrepreneurs. Today, Bhadradri Millet Magic products are sold across India and exported to London, marking a global milestone.

Why Their Work Stands Out

• Empowering Women: From field workers to business leaders, these women embody strength and independence.
• Healthy and Natural: Their snacks use chemical-free, wholesome ingredients.
• Local Impact: Sourcing millets from nearby farmers supports the regional economy.
• Self-Sufficiency: The group manages all aspects of production and sales without intermediaries.
• Government Backing: ITDA’s training and resources have fueled their growth.

Looking Ahead

The women plan to elevate Bhadradri Millet Magic by improving packaging, expanding to retail chains and malls, and securing CSR funds for marketing. They also aim to hire more local women, fostering community development and economic empowerment.

 

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