
In the tribal heartland of Rasagobindapur, Odisha, the Foundation for MSME Clusters has sparked a quiet revolution through its SFURTI-supported puffed rice initiative. By addressing critical gaps in the value chain—from establishing a reliable raw material bank to introducing modern processing equipment and professional branding—the project has transformed a subsistence activity into a thriving women-led business. Local women, who once prepared puffed rice only for family consumption, now command respect as micro-entrepreneurs, their products reaching markets far beyond their village borders. This holistic intervention demonstrates how traditional skills, when supported by appropriate technology and market linkages, can become powerful engines for tribal empowerment and regional economic development.
Enhancing Puffed Rice Production through Technology & Value Addition
This initiative aimed to modernize traditional puffed rice production by introducing advanced machinery and value-added products. Key objectives included:
1. Product Innovation—Developing chocolate-coated and honey-peanut puffed rice bars to diversify offerings.
2. Quality & Dietary Needs—Producing gluten-free, honey-coated puffed rice for health-conscious consumers.
3. Automation & Efficiency—Deploying automated packaging, sieving, and weighing machines to improve productivity.
4. Women-Friendly Tools—Introducing leg-operated packaging machines for ease of use.
5. Enhanced Processing—Installing rice-puffing roasters for consistent quality.
6. Nutritional Boost—Value addition with Sathu (fortified flour) to improve nutritional content.
By integrating technology with traditional methods, the project enhanced marketability, efficiency, and livelihood opportunities for tribal women entrepreneurs.
Earlier, tribal women in Rasagobindapur prepared puffed rice only for home use, with no quality focus. Outdated methods limited production, while poor packaging blocked market access. Consumers remained unaware of its unique value, and sourcing quality rice was difficult. These constraints kept their craft small-scale and economically unsustainable, needing urgent intervention.
Before the project’s implementation, women beneficiaries in the Rasagobindapur cluster faced numerous significant constraints:
1. Subsistence-Level Production—Puffed rice was made only for household consumption, with little focus on quality standards.
2. Outdated Techniques—Lack of modern machinery limited output and efficiency.
3. Market Barriers—Poor packaging restricted access to wider markets.
4. Low Awareness—Consumers remained unaware of the product’s unique qualities.
5. Supply Chain Issues—Sourcing high-quality rice at competitive prices was a persistent challenge.
These factors kept production artisanal, low-scale, and economically unviable.
To transform traditional puffed rice production, the Foundation for MSME Clusters implemented a three-pronged approach:
1. Raw Material Bank—Bulk procurement of quality rice during harvest ensures cost-effective, year-round supply while maintaining quality standards.
2. Technology Upgrade—Advanced machinery distribution enhances productivity, reduces labour costs, and improves product consistency across the cluster.
3. Market Integration—Centralized professional packaging and branding increase marketability, build consumer trust, and enable access to premium markets.
This comprehensive model addresses production, processing, and marketing challenges simultaneously, creating a sustainable ecosystem for tribal women entrepreneurs.
The intervention has delivered measurable economic empowerment:
1. Doubled Employment—Beneficiaries participation surged from 505 to 1,026, creating 500+ new livelihoods.
2. Income Revolution—Steady monthly earnings jumped 300% (₹600→₹3000) through cluster efficiency.
3. Quality Leap—Modern infrastructure enhanced both production capacity and product standard.
4. Market Expansion – Professional branding unlocked premium markets and consistent demand.
5. Financial Systems – Transparent processes established sustainable business practices
This holistic transformation has converted subsistence-level work into a thriving women-led cooperative enterprise with national market potential
Bijyalaxmi, a 50-year-old arts graduate from Gedighati village in Mayurbhanj district, Odisha, embodies the spirit of resilience and community empowerment. As the wife of a retired teacher, she founded a Self-Help Group (SHG) with a vision to achieve self-reliance and uplift fellow women in her village. However, the journey was not without challenges. Before the intervention of the Foundation for MSME Clusters (FMC), the women of Rasagobindapur block struggled with subsistence-level puffed rice production. The activity was primarily for household consumption, with little attention to quality standards. Outdated techniques and the absence of modern machinery limited output and efficiency, while poor packaging restricted their access to broader markets. These constraints kept their production small-scale, artisanal, and economically unviable, with earnings as low as Rs 1,000–2,000 per month.
Recognizing the potential for transformation, FMC implemented a three-pronged strategy to revolutionize the puffed rice value chain in the region. First, they facilitated bulk procurement of high-quality rice during harvest season, ensuring a cost-effective and consistent supply throughout the year while maintaining stringent quality standards. Second, they introduced advanced machinery, significantly enhancing productivity, reducing labor costs, and ensuring uniformity in the final product. Third, FMC integrated the SHG into formal markets by introducing professional packaging and branding, which not only improved marketability but also built consumer trust and opened doors to premium markets.
The impact was profound. Bijyalaxmi’s SHG transitioned from a small, household-level activity to a sustainable and profitable enterprise. Her monthly income soared from Rs 1,000–2,000 to Rs 4,000–5,000, marking a twofold increase that brought financial stability to her family. More importantly, the intervention empowered the entire SHG, enabling women to contribute meaningfully to their households and gain recognition as skilled producers in the puffed rice sector.
Today, Bijyalaxmi’s SHG stands as a beacon of women-led rural entrepreneurship. With improved production techniques, better market linkages, and a stronger brand identity, the group is poised for further growth. Bijyalaxmi’s story is a testament to how strategic interventions, technology adoption, and market integration can break the cycle of subsistence-level work and unlock economic potential in rural communities. Inspired by this success, she now aims to expand her SHG’s operations, train more women, and explore new markets—ensuring that the ripple effect of empowerment continues to spread across Mayurbhanj.