Udupi: In a remarkable display of women’s empowerment and the promotion of organic homemade products, this temple town has embarked on an initiative that is set to make waves, especially among the steady stream of religious tourists who visit throughout the year. As the biennial Paryaya festival draws near, a beacon of change emerges in the form of ‘Sanjeevini,’ a women-led super market that epitomises the essence of authenticity and innovation. Born under the umbrella of the National Rural Livelihood Mission (NRLM), this visionary venture serves as a hub where craftsmanship and excellence harmonise seamlessly.
Tucked within the precincts of the Taluk Panchayat, ‘Sanjeevini’ unfurls a rich tapestry of offerings, ranging from intricately designed handmade bags and delicate cane baskets to the expressive strokes of wall paintings. The sarees are adorned with the esteemed GI tag, a symbol of their genuineness, while the shelves play host to the comforting embrace of earthen pots, the nourishment of organic rice, and the allure of artisanal soaps and oils. Amidst this medley, a symphony of flavours comes alive in the form of homemade chocolates, each bite a testament to the dedication and creativity poured into their making.
Beneath the surface of this vibrant marketplace lies the collective effort of 7,623 self-help groups, a powerhouse of over 85,000 individuals deeply committed to their crafts. ‘Sanjeevini’ becomes a platform for their creations to bask in the limelight, transforming the 500-square-foot space nestled in Udupi city into a canvas for dreams to be showcased and stories to be shared.
Yet the offerings extend beyond tangible items. These self-help groups channel their creative energies into crafting candles that illuminate the ordinary, keychains that carry promises, and doormats that radiate warmth. In the realm of sustenance, organic jaggery, invigorating health beverages, and an array of culinary delights stand as a testament to their diverse talents. A shining example is the golden nectar of ‘Hebri Honey,’ flowing forth from one such group, a tribute to their unwavering dedication and innovative spirit.
At the helm of this endeavour stands the National Bank for Agriculture and Rural Development (NABARD), providing essential financial support through a monthly grant of Rs. 15,000, with Rs. 10,000 dedicated to the market’s rent. Leading this charge is the Samruddhi self-help group, embodying the legacy of commitment as they navigate the path of the super market’s journey.
The gravity of this initiative is deeply ingrained within the Udupi community. Prasanna H., CEO of Udupi Zilla Panchayat, underscores that ‘Sanjeevini’ transcends being merely a marketplace; it serves as a catalyst for the economic empowerment of women. This journey commenced with the resolute dedication of the Zilla Panchayat, which equipped self-help group members with the skills to transform into entrepreneurs, ready to explore a plethora of horizons, he adds.
Laxmi Hebbalkar, the Minister overseeing the Udupi District, inaugurated the supermarket, resonating profoundly with the spirit of the women steering its course. Amidst the array of offerings, the quality of the products left her captivated, surpassing even the allure of high-end branded home-decor stores.