Know the ODOP food brands launched by MoFPI and NAFED under PMFME scheme

Know the ODOP food brands launched by MoFPI and NAFED under PMFME scheme

Ministry of Food Processing Industries (MoFPI), Government of India in collaboration with National Agricultural Cooperative Marketing Federation of India (NAFED) launched three One District One Product (ODOP) brands under the Pradhan Mantri Formalisation of Micro food processing Enterprises (PMFME) scheme on Thursday in New Delhi.

Pashupati Kumar Paras, Union Minister of Food Processing Industries; Prahlad Singh Patel, MoS (FPI); Anita Praveen, Secretary, MoFPI and senior officials from the ministry and NAFED were present during the launch.

The MoFPI has signed an agreement with NAFED for developing 10 brands of selected 20 ODOP products under the branding and marketing component of the PMFME scheme. Out of these, seven ODOP brands and nine products have been launched.

Brand District/State Product
Cori Gold Kota, Rajasthan Coriander Powder
Makhana King Darbhanga and Muzaffarpur from Bihar Plain and Chatpata Makhana
Dilli Bakes Delhi Cookies and Rusk
Amrit Phal Gurgaon, Haryana Amla Juice
Madhumantra Saharanpur, Uttar Pradesh Multiflora Honey
Somdana Thane, Maharashtra Millet Flour
Kashmiri Mantra Kulgam, Jammu and Kashmir Red Chilli Powder

Out of these seven ODOP brands, the brand Dilli Bakes was launched in October 2021 in New Delhi followed by the brand Makhana King launched in January 2022 in Patna. The remaining five brands were also launched in January 2022 in New Delhi

The seven ODOP brands and nine products, three ODOP brands and five products namely Madhurmithas, Anaras, Pind Se and two products Masala Paste and Lemon Honey under the newly developed brands Kashmiri Mantra and Madhumantra respectively were successfully launched.

According to the Ministry of Food Processing Industries (MoFPI), the brand Madhurmithas has introduced Jaggery powder and has been exclusively developed under the ODOP concept for the district Muzaffarnagar, Uttar Pradesh. The product is a sweetener without any chemicals and also healthier and more delicious than sugar. The 500g standy zip pouch is resealable to allow convenient and safe storage and is priced at Rs. 80.

Brand Anaras has been developed under the ODOP concept for dried spicy pineapple from the district Ri Bhoi, Meghalaya. The product has been made from handpicked pineapples, naturally sundried and flavoured with a secret spice mix to give it an irresistible unique taste. In addition to its zesty flavour, dried spicy pineapple is also an excellent source of vitamin C. It is priced at Rs. 110 for a 55g pack.

You may also like to read: APEDA launches ready-to-eat ‘gluten-free’ millet products for all age groups

Brand Pind Se for mango pickle brings the taste of ‘Ghar ka bana aam ka achaar’ (homemade mango pickle). This pickle is prepared from the choicest mangoes, premium quality ingredients, and a traditional recipe. The product is hand-made in small batches to maintain quality and consistency. The brand is developed under the ODOP concept from the district of Amritsar, Punjab, and strives to bring you the ‘Pind Ka Swad’ (taste of the village) in every single bottle which is priced at Rs. 95 for a 500g pet jar, the ministry has informed.

According to MoFPI, two new products have also been introduced under the recently launched brands, Kashmiri Mantra and Madhumantra under the ODOP concept from the district Kulgam, Jammu and Kashmir and the district Saharanpur in Uttar Pradesh respectively. The use of traditional mixed masalas is an integral part of the Kashmiri vegetarian and non-vegetarian cuisines. Locally called ‘ver’, the masala paste in tikki form is the second product to be launched after Kashmiri Lal Mirch (red chilli) under the brand. The 200g PET jar is priced at Rs. 200. In addition to this, Lemon Honey from Saharanpur offers an element of uniqueness to plain old honey by infusing it with high-quality lemon extract. Simply adding it to the beverage can transform it in a whole new way. A 500 gm glass bottle is competitively priced at Rs 245.

According to NAFED, for the benefit of consumers, all the products come in unique and attractive packaging that keeps moisture and sunlight at bay, thus ensuring a longer shelf-life of the product and keeping it fresh.

In total, 10 ODOP brands and 14 products have been launched under the MoU between NAFED and the Ministry of Food Processing Industries under the scheme. Each product has been developed based on the extensive knowledge and legacy of the marketing expertise of NAFED as well as its capabilities and experience in processing, packaging, supply chain, and logistics. Each brand is being supported with increased investments in brand communication in relevant markets and a strong push on digitisation across the value chain. All the products are available on e-commerce platforms, and prominent retail stores across India.

Through this initiative under the PMFME scheme, the Ministry of Food Processing Industries aims to encourage the micro food processing enterprises (MFPEs) across the country about the vision, efforts, and initiatives of the government to formalise, upgrade and strengthen them and take them a step closer to Aatmanirbhar Bharat. MFPEs are encouraged to come forth and avail branding support under this initiative.

What is PMFME scheme?

Launched under the Aatmanirbhar Bharat Abhiyan, the Pradhan Mantri Formalisation of Micro food processing Enterprises (PMFME) scheme is a Centrally sponsored scheme that aims to enhance the competitiveness of existing individual micro-enterprises in the unorganised segment of the food processing industry and to promote formalisation of the sector and provide support to farmer producer organisations (FPOs), self-help groups (SHGs), and producer cooperatives along their entire value chain. With an outlay of INR 10,000 crore over a period of five years from 2020-21 to 2024-25, the scheme envisions to directly assisting the 200,000 micro food processing units for providing financial, technical, and business support for the up-gradation of existing micro food processing enterprises.

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