From Local to Global: Andhra Plans ‘Swayam’ Brand for DWCRA Products

Here is the article with important phrases bolded , carefully limited to 20 highlights and kept clean for newspaper readability:

Andhra Pradesh Chief Minister N. Chandrababu Naidu on Wednesday announced a major initiative to strengthen the marketing of products made by women under the Development of Women and Children in Rural Areas (DWCRA) programme by branding them under a unified name, ‘Swayam’ . The proposal aims to provide stronger market visibility and institutional support to women-led rural enterprises across the state.

The decision was taken during a high-level review meeting held to finalise a brand identity for DWCRA products. After reviewing several options, the Chief Minister selected the name ‘Swayam’ , a word that signifies self-reliance , reflecting the spirit of empowerment and entrepreneurship among women Self-Help Groups . He directed officials to develop an attractive logo that aligns with the brand’s core values.

Praising the quality and craftsmanship of products manufactured by DWCRA women, Naidu stressed that effective branding and marketing were essential to unlock their full economic potential. He noted that while the products meet quality standards , limited branding and fragmented market access have constrained their reach and revenue growth.

The Chief Minister underlined the need to expand marketing avenues at the national and international levels . He said a unified brand would help DWCRA products compete more effectively in organised retail markets , exhibitions, e-commerce platforms , and export channels .

The ‘Swayam’ initiative is part of the Andhra Pradesh government’s strategy to promote women’s economic empowerment through structured market linkages, improved packaging , quality certification , and professional marketing support. Officials were also advised to involve DWCRA women in the branding process to ensure the initiative reflects their aspirations.

By creating a single, recognisable brand identity , the government aims to transform women-led rural enterprises into sustainable businesses, improve household incomes , and strengthen rural livelihoods across the state.

If you’d like, I can now tighten this further to exactly PTI style , or prepare the 20-word summary next.