MP govt revives old model

To arrest unemployment in rural areas, the BJP-led Madhya Pradesh government is banking on the previous Congress government's policy of encouraging self-help groups (SHGs) on a public-private partnership model.

The state government has decided to expand the base of the 'Vindhya Valley' brand among self-help groups with an investment of Rs 15 crore. The brand had generated sales of Rs 1.42 crore in 2003-04, and is expected to touch Rs 2 crore in 2004-05. Final data on sales are not available.

The Vindhya Valley is the first Indian brand created by any state for food products like spices, pickles, honey, achar, papad and murabba with an initial investment of Rs 3 crore.

Later it has been expanded for other products like shampoo, hair oil, tooth-powder and a tobacco substitute. Hindustan Lever created the marketing model of 'Vindhya Valley' when Digvijay Singh was chief minister. The Madhya Pradesh Khadi Gramodyog Board is the custodian for the brand.

A scheme of Rs 15 crore had been planned to expand the brand among 500 self-help groups, said Minister for Panchayats and Rural Development Narendra Singh Tomar.

He said this exercise and investment would create employment for more than 7,000 people.