Tribal women empowerment: PM Modi praises Bhadradri Kothagudem’s “millet magic”

The initiative, supported by the Integrated Tribal Development Agency (ITDA) Bhadrachalam, has empowered a self-help group named the Sri Bhadradri Sri Rama Joint Liability Group–registered as a Micro, Small, and Medium Enterprise (MSME)–to create sustainable livelihood opportunities while promoting healthy eating habits.Speaking to ANI, B. Rahul, IAS, Project Officer of ITDA Bhadrachalam, explained how the journey began. “Earlier, the group used to make sanitary napkins to supply to all our tribal institutions and students. They used to supply 50,000 napkins in three months and earn a turnover of Rs 20 lakhs per annum,” he said. “But they were only active for three months and remained idle the rest of the time. They wanted to utilise this idle period and approached us for training opportunities.”

Acting on their request, the ITDA sent the group to Hyderabad for a two-day training programme on making millet-based cookies. “They learnt to make jowar, foxtail millet, and ragi cookies,” Rahul said. “Initially, they marketed the products on ITDA premises. Later, with our help, they set up stalls near the Srirama Temple and the tribal museum.”The initiative quickly gained momentum. “With support from Tribefed, we helped them showcase their products at Rashtrapati Bhavan,” he added. “The President visited their stall and appreciated the quality of the biscuits. Since then, they’ve been receiving a large number of orders, which they are fulfilling within a day or two.”

Highlighting the health benefits of the millet-based snacks, Rahul said, “In today’s time, when people are prioritising their health, giving millet cookies to children is also very beneficial. The group uses ragi and raw ingredients sourced directly from farmers, ensuring no adulteration. That is one of the major reasons for their success.”

The products are now sold under the brand name Bhadradri Millet Magic, and customers can find them at local stalls and other events promoted by the ITDA.

Lalitha, one of the women from the group, also shared her experience. “We have been making millet biscuits for the past one year with the help of ITDA,” she said. “We received two days of training at Hyderabad’s Rajendranagar. Now, we make ragi, foxtail, and jowar biscuits.”She emphasised the organic nature of the ingredients. “We buy the millets directly from farmers, so there is no adulteration. The ingredients in our biscuits are butter, ghee, and jaggery. We don’t use any chemicals–they’re completely organic. Our goal is to make biscuits suitable for everyone, from children to the elderly.”

According to Lalitha, the public response has been overwhelmingly positive. “Everyone who has eaten the biscuits said they are good,” she said. “We get a lot of orders after people taste them. ITDA also informs us about events where we can set up our stalls–at temples, in Shilparamam, and even in Delhi. We are also fulfilling online orders through courier.”Reflecting on the Prime Minister’s acknowledgement in Mann Ki Baat, she said, “PM Modi spoke about us, and we feel really proud. The officials here helped us in every way. That’s how we could reach all the way up to PM Modi. Especially the ITDA Project Officer helped us at every step. If more people support us like this, we will reach even greater heights.”