BHUBANESWAR, MAR 16, 2023
Dalmia Cement Bharat Ltd. (DCBL) has announced the launch of SADRI.e brand to market handmade products by Self Help Group (SHG) women members under their community skill development initiative – Project Hastakala.
Sadri is a local tribal language and the brand aims to honour the culture and spirit of these tribal women in the region who are beating the odds to empower themselves.
The brand launch was part of the International Women’s Day celebrations highlighting the achievements of all its SHG women members at Lanjiberna Limestone and Dolomite Mines in Rajgangpur. Over 1000 women from 34 villages under Jhagarpur, Alanda, Katang, Gyanpali, Amgobha, Garvana, Kunmuru and Kukuda) Gram Panchayats participated in the event.
Former International hockey player Subhadra Pradhan graced the occasion as the chief guest. DCBL Executive Director & Rajgangpur Unit Head Chetan Shrivastav, Lanjiberna Mines Head Shri Omprakash Ramraoji Khelkar, Sangam Mahila Mandal President Preeti Jirkuntwar, Katang Gram Panchayat Sarpanch Puspa Kerketta and Garvana Gram Panchayat Sarpanch Kabita Minz were also present on the occasion.
The unique tie & dye batik products will be packaged and sold under the brand name SADRI.e in shops, malls and e-commerce platforms. It will also enhance the opportunity to tie-up with Odisha Rural Development and Marketing Society (ORMAS) to showcase the handicrafts at National and International exhibitions. The range of handcrafted batik products includes double bed sheets, single bed sheets, dress pieces, scarves, dupattas, stoles, handkerchiefs etc.
Commenting on the brand launch, Chetan Shrivastav said, “We were delighted to witness the remarkable potential of the products in the market within six months of its launch. It received great response in national exhibitions and online on ecommerce platforms like Flipkart and Meesho. Riding on this momentum, we want to further promote handcrafted products and raise consumer awareness under a unique brand identity. We hope SADRI.e will highlight the triumphs of these tribal women and their journey to self-reliance.”
As part of the launch and Women’s Day celebrations, girls and women from the community walked the ramp with their handmade batik print cloth to showcase their talent. Product stalls and cultural programs by the community women were organized. Community initiative videos showcasing various other flagship projects like Project WADI, Project Drushti, Project DIKSHa, mushroom cultivation etc. were also presented.
Similar celebrations were held at Dalmia Cement’s Kapilash Cement Manufacturing Works (KCMW) plant in Cuttack. Around 350 women from 9 gram panchayats attended the programme. OSEPA Director Anupam Saha graced the programme as the chief guest. KCMW Unit Head Bhawesh Wala, local PRI members, and SHG members were also present on the occasion.