Sanjeevini Supermarket is a testament to the power of collective action, a celebration of local talent, and a marketplace of empowerment where women’s dreams are taking root, and a brighter, more sustainable future beckons.
Change is underway, not just in the marketplace, but in the lives of thousands in Udupi district in Karnataka. It’s a tale of empowerment, of over 85,000 women across the district, and it’s unfolding within the vibrant aisles of Sanjeevini Supermarket, for the women, by the women.
The story began with the inauguration of this remarkable supermarket on August 14, 2023. Nestled within the walls of the Taluk Panchayat building in Udupi city, this 1,000-square-foot supermarket is a beacon of hope, the first of its kind in the state. What sets it apart is not just the gleaming shelves, but the 7,000 women’s self-help groups (SHGs) it represents.
More than 50 enterprising women, members of various SHGs, currently showcase their homemade treasures in Sanjeevini, which spans 1,000 square feet.
From mouth-watering laddoos, kodubale, and chakkuli to exquisite decorative items like indoor plants, Yakshagana masks, and unique baskets crafted by the Koraga tribal community, this market is a treasure trove of local talent.
Also Read: Papads and pickles empower women in Maharashtra
Organic dairy products, derived from desi cow milk, grace the shelves, alongside the illustrious Udupi sari, adorned with a coveted GI tag. But this marketplace is more than a mere exchange of goods; it’s a thriving hub of services.
For many women, residing in remote villages, the supermarket offers a lifeline. Here, beauty salons, mehendi artists, chande (drum) players, and Yakshagana artisans can advertise their services. Sanjeevini acts as a bridge, connecting these talented women with eager clientele, creating a marketplace of opportunities.
H Prasanna, chief executive officer of Udupi Zilla Panchayat, expressed optimism about this initiative, saying: “We are still in the early days, but the response has been really good.”
One product, in particular, has soared to incredible heights – the Hebri Jenu (honey), sourced from Hebri taluk. On Independence Day alone, an astonishing 10,000-15,000 bottles were sold, Prasanna said.
The journey to this transformative market hasn’t been without its trials. The Sanjeevini SHGs, under the aegis of the National Rural Livelihood Mission, were trained in various skills. Still, the challenge lay in finding a stable market for their diverse products.
Also Read: How a tribal women-run magazine changes life for the better
Local weekly markets provided a temporary solution, but it was far from sustainable, Prasanna said.
The arrival of the monsoon brought additional challenges. Perishable items risked going unsold, leading to financial losses for these hard-working women. Sanjeevini emerged as a beacon, assuring these artisans that their creations had a permanent place to flourish.
Administrative responsibilities now fall upon Samruddhi SHG from Cherkady village in Brahmavar taluk, an SHG with a storied 46-year history, recognised at both state and national levels. Samruddhi procures products from these talented women and sells them to customers with a minimal profit margin, ensuring that the revenue supports utilities and other essentials.
Thanks to the National Bank for Agriculture and Rural Development (NABARD)’s “Rural Mart” scheme, rent is no longer a concern, further solidifying the market’s sustainability.
Three government institutions – Taluk Panchayat, Zilla Panchayat and NABARD – rallied to help build Sanjeevini Supermarket, creating a network that weaves through villages.
Quality remains paramount. Prasanna Prasad Bhat, president of Samruddhi SHG, said: “We don’t keep products with preservatives or chemicals.” Perishable items grace the shelves for no more than a week, ensuring freshness and authenticity.
Also Read: For women in Ayodhya, becoming micro-entrepreneurs is not just about money
With 18 members of the SHG taking turns to manage the supermarket, the offerings evolve harmoniously. It’s not about competition. It’s about filling gaps on the shelves, promoting diversity, and nurturing a spirit of collaboration.
Membership in any of the 7,000-plus SHGs in the district is a prerequisite to selling homemade products in the supermarket. This ensures a certain standard of quality, as SHG members receive training and guidance, both from their collective and the government.
As the Sanjeevini Supermarket enters its early days, officials at the Zilla Panchayat remain cautiously optimistic. Their vision extends beyond these walls, with plans for similar supermarkets at taluk levels, especially in Kundapura and Karkala. They aim to reach tourist destinations, promoting local artisans and their craft.
Environmentally conscious, Bhat envisioned a future with reduced plastic usage.
“We are looking for glass and ceramic jars, where food items can be stored and sold by weight, like in the olden days,” she said. Discounts for those who bring their containers are part of the plan, contributing to a cleaner and more sustainable environment while empowering women and nurturing their dreams.
The lead image shows products displayed at the supermarket that is a beacon of hope, for the 7,000 women’s self-help groups (SHGs) it represents. (Photo by Prasanna Prasad Bhat, Samruddhi SHG)
Amulya B is a multimedia journalist, writer and translator based in Bengaluru. Her stories explore the intersection of culture, society and technology. She is the winner of Toto Funds the Arts for creative writing and Laadli Award. She is a Rural Media Fellow 2022 at Youth Hub, Village Square.
