Lucknow: Uttar Pradesh Deputy Chief Minister Keshav Prasad Maurya has hailed the mention of ‘Vidur Prerna Swadeshi Herbal Tea’, produced by women-led self-help groups in Bijnor district, in Prime Minister Narendra Modi’s Mann Ki Baat programme as a landmark recognition of rural women’s entrepreneurship and the growing success of the state’s self-help group movement.
Maurya said the Prime Minister’s appreciation of the initiative was a matter of pride for millions of women associated with self-help groups across Uttar Pradesh. He noted that the recognition reflected the success of the Centre’s initiatives promoting Vocal for Local, Atmanirbhar Bharat and women’s economic empowerment.
Developed by women from self-help groups in Lakhiwala village of Kotwali block in Bijnor district, Vidur Prerna Swadeshi Herbal Tea has emerged as a successful example of rural innovation and community enterprise. Prepared using natural ingredients such as lemongrass, giloy, liquorice, tulsi, raw turmeric, cinnamon, cardamom and fennel, the herbal tea has grown from an initial investment of around ₹1 lakh into a recognised brand supplying products to reputed institutions while also exploring opportunities in international markets.
Congratulating the women entrepreneurs, Maurya said the Prime Minister’s acknowledgement would strengthen the confidence of rural women and provide fresh momentum to efforts aimed at taking locally produced goods to national and global markets. He added that women associated with the National Rural Livelihood Mission had demonstrated how quality, innovation and dedication could create sustainable livelihoods while contributing to the country’s economic growth.
The Deputy Chief Minister highlighted that the Vidur Prerna Swadeshi community brand, established by the Bijnor district administration in December 2023, has evolved into a successful rural enterprise under the guidance of the State Rural Livelihood Mission. Today, more than 160 products are manufactured and marketed under the brand by self-help groups.
According to the state government, the brand has achieved a business turnover exceeding ₹12 crore and its products are available through more than 100 Vidur Prerna Swadeshi outlets and over 64 Vidur Prerna Cafés. The herbal tea is also being marketed successfully in Moradabad and several other districts.
Maurya said the initiative has created a reliable marketing platform for products made by rural women while ensuring sustained market access. He added that the model has played a significant role in creating more than 30,000 ‘Lakhpati Didis’ in Bijnor district by generating stable income opportunities for women entrepreneurs.
The brand also operates a fully digital supply chain and marketing system, enabling online order management, product traceability, inventory monitoring and distribution through a dedicated web portal and mobile application.
State Rural Livelihood Mission Director Arun Kumar said Vidur Prerna Swadeshi Herbal Tea has been showcased at several prestigious national events, including the Prayagraj Mahakumbh and the International Food Festival held at Sunder Nursery, New Delhi. The product attracted interest from visitors and potential buyers from countries including the United States and several European nations.
He added that the self-help group has also successfully supplied customised products to NITI Aayog, underscoring the brand’s growing reputation for quality, reliability and innovation. The recognition in Mann Ki Baat, officials said, is expected to further enhance the visibility of rural women-led enterprises and encourage similar community-based initiatives across the state.
