Tribal farmer producer company from Idukki launches drinking water brand ‘Anjunad'
A tribal farmer producer company, Girijyothi Farmer Producer Company, based in Marayur hills in Idukki has launched a new packaged drinking water brand named “Anjunad.”
A tribal farmer producer company, Girijyothi Farmer Producer Company, based in Marayur hills in Idukki has launched a new packaged drinking water brand named “Anjunad.” The Girijyothi Farmer Producer Company is an initiative of the High Range Development Society and comprises over 700 tribal farmers from the Anchunad hills. Girijyothi Farmer Producer Company chairperson Sree Murukan said that this is the first time a farmer producer company entirely managed by tribal communities is launching its own drinking water brand. One-litre bottles “The brand represents the empowerment of our company,” Mr. Murukan said. “Initially, we have introduced one-litre bottles.
In the future, we plan to set up a centralised plant at Marayur to produce half-litre bottles and other variations. Our primary aim is to source water for the brand directly from the valleys of the Anchunad hills,” he said. He added that the company’s core mission is to market tribal products directly to consumers, eliminating middlemen. “Currently, tribal farmers face exploitation by middlemen. This initiative plans to ensure a proper market and fair prices for products generated by the tribes in the Anchunad hills,” he said. Murukan further noted that the company plans to open a restaurant in the future featuring traditional tribal food items.
By NABARD “Over 750 tribal individuals are shareholders in the enterprise. Initially, the company plans to distribute the drinking water across Marayur, Kanthalloor, and Munnar. We intend to expand and include more tribal people from all parts of the Anchunad hills,” said Siby Maliyekkal, programme officer of the company. He said Bank for Agriculture and Rural Development (NABARD) is supporting the project. Sony Philip, executive director of the High Range Development Society, expressed optimism about the socio-economic impact of the project. “Members of the Muthuvan and Hill Pulaya communities are shareholders in this company. The launch of the drinking water brand is a major step into the open market.
The company is already selling other tribal products under its banner,” Dr. Philip said. Marayur panchayat president Jomon Thomas reiterated that empowering the tribal populace of the Anchunad hills remains the ultimate goal of the venture. “The local body is extending all necessary support to this initiative,” he said. The brand was recently launched in the open market. Thomas officially inaugurated the sales by handing over the first bottle to NABARD district development manager M.S. Arun.
The BriefWire