Dilasa forays into agro marketing

Dilasa Agro Processors and Publishers Pvt Ltd (DAPP), a recently launched Aurangabad-based enterprise, has made a breakthrough in agro-marketing by introducing 47 different varieties of processed foods, channelising self help groups (SHGs) in Sillod block.

It has notched up a turnover of Rs 2 lakh in just two months of launch. The idea was born when DAPP realised that the traditional skills of rural women would have an immense market value only if their products were standardised.

The products include different varieties of kurvadi, papadi and kharodi made by processing jowar, rice, wheat, maize and other cereals. Village-made pickles, with minimal oil also have a strong urban demand.

Director DAPP, Anagha Patil, realised the market potential for these products and launched the project with a group of SHGs in Sillod block. Initially, the company gave intensive training to 50 SHGs and instilled in them a mindset that these items were marketable.

The confidence of the SHGs began to rise as they started to take part in exhibitions organised as part of RISHISAPTAK, a government-sponsored agriculture scheme. The demand from urban markets for these items were huge.

Considering the market viability and the capacity of rural women, DAPP opened an emporium for processed food in Aurangabad. Even the company was surprised, when daily sales figures touched Rs 3000. As a result, DAPP saw a turnover of Rs 2 lakh in just two months of launch.

The DAPP director said, "This experiment proves that the traditional skills of rural women are marketable, if they are standardised and the standards maintained. If we can ensure that the original rural taste is not wipe out, then it is a definite winner."

Patil added that the company was making efforts to establish links with Pune and Mumbai markets too in the near future.