The brands Madhurmithas, Anaras, and Pind Se, were launched by Pashupati Kumar Paras, Union Minister of Food Processing Industries, along with Prahlad Singh Patel, Minister of State for Food Processing Industries, and in the presence of officials from NAFED.
The brand Madhurmithas has introduced jaggery powder and has been exclusively developed under the ODOP concept for the district Muzaffarnagar, Uttar Pradesh. The product is a sweetener without any chemicals.
Brand Anaras has been developed under the ODOP concept for dried spicy pineapple from the district Ri Bhoi, Meghalaya. The product has been made from handpicked pineapples, naturally sun dried and flavoured with a secret spice mix to give it an irresistible unique taste.
Brand Pind Se has introduced mango pickle, made with premium quality ingredients, and a traditional recipe. The product is hand-made and developed under the ODOP Concept from district Amritsar, Punjab.
Besides, two other products were also launched on the occasion under the brand Kashmiri Mantra from district Kulgam, Jammu and Kashmir, and Madhumantra from district Saharanpur in Uttar Pradesh.
Kashmiri Mantra introduced masala paste locally called ‘ver’, the masala paste in tikki form is the second product to be launched after Kashmiri Lal Mirch under the brand.
Madhumantra introduced Lemon Honey from Saharanpur that offers an element of uniqueness to plain old honey by infusing it with high-quality lemon extract.
According to NAFED, for the benefit of consumers, all the products come in unique and attractive packaging that keeps moisture and sunlight at bay, thus ensuring a longer shelf life of the product and keeping it fresh.
In total 10 ODOP brands and 14 products have been launched under the MoU between NAFED and the Ministry of Food Processing Industries under the scheme for developing 10 brands of selected 20 ODOPs under the branding and marketing component of the PMFME scheme.
Out of these, 7 ODOP brands and 9 products have been successfully launched in collaboration with NAFED, These include – Brand : Cori Gold; District/State: Kota, Rajasthan Product : Coriander Powder, Brand – Makhana King ; District/State: Darbhanga and Muzaffarpur from Bihar, Product: Plain and Chatpata Makhana), Brand – Dilli Bakes ( District/State: Delhi, Product: Cookies and Rusk), Brand – Amrit Phal ( District/State: Gurgaon, Haryana Product: Amla Juice), Brand – Madhumantra ( District/State: Saharanpur, Uttar Pradesh, Product: Multiflora Honey), Brand – Somdana ( District/State: Thane, Maharashtra, Product: Millet Flour) and Brand – Kashmiri Mantra ( District/State: Kulgam, Jammu and Kashmir Product: Red Chilli Powder).