Brief Summary
This video highlights the Josh Pure initiative in Chhattisgarh's Jashpur district, which empowered local artisans by enhancing their product quality, packaging, and marketing skills. Spearheaded by Dr. Ravi Mittal, the initiative facilitated the sale of 4.5 lakh products in major cities and online platforms within three months, significantly increasing the artisans' earnings.
- Initiative improved product quality and marketing skills of artisans in Jashpur.
- Led to sales outlets in major cities like Delhi, Pune, and Mumbai.
- 4.5 lakh products sold in less than 3 months through stalls and online platforms.
Josh Pure Initiative
Artisans in the Jashpur district of Chhattisgarh, despite creating high-quality handmade items, were struggling due to a lack of skills and resources for effective packaging and marketing. To address this, the district administration launched Josh Pure, an initiative focused on enhancing product quality and building a strong brand identity. This initiative not only improved the quality of the products but also facilitated the establishment of sales outlets in major cities such as Delhi, Pune, and Mumbai. Within just three months, 4.5 lakh products from Jashpur were sold through stalls and online platforms, leading to increased earnings for the artisans, who credit Dr. Ravi Mittal, the district collector and magistrate of Jashpur, Chhattisgarh, for this transformation.
