Tribal women from Jashpur are turning local traditions into a global sensation. Through the Jash Pure brand, the district administration is promoting indigenous products that combine heritage with innovation, enabling women to transform natural resources into nutritious, value-added food items and achieve economic self-reliance. The district administration has been prioritizing local products under the Jashpure brand to empower tribal women. The initiative enables women’s groups to utilise locally available resources, produce value-added items, and achieve economic self-reliance through sales. As part of this vision, Jashpure made a strong mark at World Food India 2025, held at Bharat Mandapam in New Delhi from September 25 to 28.

 

Emerging from Jashpur, the brand has become a symbol of tribal women’s hard work and innovation on both national and international platforms. Once known primarily for its association with liquor, mahua is now undergoing a transformation. With the Chief Minister’s farsighted approach, mahua is being developed into a superfood with diverse applications in food products. Today, it is gaining recognition at global forums as a symbol of health and nutrition. At the exhibition, Jashpure’s mahua products received special appreciation for their nutritional value and use as a natural sweetener in milk-based items, sweets, and beverages. Mahua-based chyawanprash drew wide praise for its unique health benefits and innovation suited to modern lifestyles.

 

Products such as mahua tea, cookies, and energy snacks also became major attractions. Alongside mahua, Jashpur’s traditional little millet (kutki), kodo, and buckwheat were showcased in over 15 varieties of millet-based pasta, nutritious snacks, and bakery products, reinforcing their status as the superfoods of the future. International delegates also lauded the efforts of tribal women from Jashpur. Behind the Jashpure stall are tribal women entrepreneurs of Jashpur, working under the Jai Jungle FPC. Through food-grade harvesting and scientific processing, they have transformed mahua and millets into modern superfoods. Their dedication has brought Jashpur new recognition on national and international platforms. Food processing consultant Samarth Jain highlighted that mahua is no longer limited to tradition or liquor. “It is gradually finding its true identity as a tribal superfood. Our effort is to present it in a scientific and modern form to the world,” he said. The presence of Jashpure at World Food India 2025 stands as proof that when tradition, hard work, and innovation merge with women’s strength and visionary leadership, the stories of forests and villages can resonate globally. Jashpure today symbolizes the transformation of mahua and millets from a liquor identity to mainstream nutrition and food security.