CM pushes national and global branding for women SHG products

Chief Minister N. Chandrababu Naidu has directed the Society for Elimination of Rural Poverty (SERP) and Mission for Elimination of Poverty in Municipal Areas (MEPMA) departments to create a strong, unified brand for products made by women Self-Help Groups (SHGs) across Andhra Pradesh, with the aim of taking them to national and international markets. He said that giving a single brand identity to over 23,000 products made by SHGs would significantly enhance their market value and visibility.

Reviewing the performance of SERP and MEPMA at the Secretariat, the Chief Minister stressed the need for innovative and professional branding strategies. Drawing a comparison with Araku Coffee, he said that if SHG products are developed and marketed with global standards, they can gain international recognition. The government’s core objective, he noted, is to ensure sustainable and stable income for women through such initiatives.

The Chief Minister instructed officials to focus on end-to-end support for SHGs and women micro-entrepreneurs, including quality control, attractive packaging, certification, market linkages and the use of e-commerce platforms. He also encouraged women’s groups to expand beyond traditional activities and explore opportunities in the services sector, in addition to animal husbandry and manufacturing.

SERP Minister Kondapalli Srinivas and senior officials from related departments attended the review meeting. Officials said the proposed branding initiative would be a major step towards transforming women’s empowerment into long-term economic strength.

At present, women SHGs in the state sell their products through local markets, fairs, exhibitions and online platforms. However, these efforts are mostly fragmented and limited to local or regional recognition. The absence of a unified state-level or national brand has made it difficult for SHG products to compete in larger markets.

Although many SHG products are of good quality, gaps in packaging, standardisation, certification and brand storytelling have restricted their access to international markets. The government believes that, as seen in the case of Araku Coffee, a strong and consistent brand is essential to add value and build consumer trust.

Most SHG-led businesses currently depend on seasonal demand and generate limited income. Officials said that the new branding model would help create steady demand through wider market access, exports and e-commerce linkages, thereby ensuring financial security for women.

The government also pointed out that when SHGs operate independently, marketing costs remain high and profits are low. Selling products under a common state-level brand would reduce costs and ensure better returns directly to women producers. The ultimate goal of the initiative, officials said, is to take women-led enterprises from local markets to the global stage while strengthening their livelihoods in a sustainable manner.