Lucknow: A women-led enterprise under the National Rural Livelihood Mission (NRLM) is taking Uttar Pradesh’s organic herbal tea to international markets, with growing demand emerging from the United States, the United Kingdom, Germany and France. The success of Vidur Herbal Tea, produced by self-help groups (SHGs), is being hailed as a model of rural entrepreneurship and women’s empowerment.
The venture began in Bijnor district, where a self-help group secured a ₹1 lakh loan under the Rural Livelihood Mission to launch the enterprise. Today, ten women collectively manufacture and market a range of organic herbal teas, generating sustainable incomes while creating new employment opportunities in rural areas.
Prepared using natural ingredients such as lemongrass, giloy, mulethi (licorice), jamun, raw turmeric, guava leaves, cinnamon, tulsi, green cardamom and fennel, the products include a traditional organic herbal tea and ‘Arjuna Hriday Shakti’, a health-focused blend that can be consumed with either milk or water.
The business has expanded steadily beyond Uttar Pradesh. Vidur Herbal Tea is currently served through 35 outlets and cafés in Bijnor, while two dedicated centres are operating in Moradabad. A new outlet has recently opened near the Civil Lines Court Gate in Moradabad, with plans to establish five more cafés in the city.
Every stage of the enterprise—from sourcing and production to packaging and marketing—is managed by women associated with self-help groups, enhancing their financial independence and leadership.
Officials associated with the initiative said government support in the form of financial assistance, skill development and market access has enabled rural women to build successful businesses based on local resources. The growing domestic and international demand for Vidur Herbal Tea demonstrates the potential of women-led rural enterprises to compete in global markets while promoting sustainable livelihoods.
