Trishulii homegrown Products - Legacy of Uttarakhand

Uttarakhand, a state in northern India crossed by the Himalayas, is known for its Hindu pilgrimage sites. Rishikesh, a major centre for yoga study, was made famous by the Beatles’ 1968 visit. The city hosts the evening Ganga Aarti, a spiritual gathering on the sacred Ganges River. The state's forested Jim Corbett National Park shelters Bengal tigers and other native wildlife.

Beauty is so inherent to almost all things Uttarakhand stands for – the magnanimous Himalayas, the holiest of the rivers, the spiritual mystery, stunning landscapes, the incessantly colorful play of nature, enchanting history carved in ancient stones, a mesmerizing floral and faunal plethora, and the simplest of the people. Myths, anecdotes, and stories are part of every visual that unfolds itself to the eyes of the beholder.

The age-old Hindu traditions have always accorded the highest esteem to the glory of the colossal and composed heights of the Himalayas which are spontaneously assumed to be the chosen consecrated residences of Gods. A whole lot of the Hindu lore sets out from this ‘Land of the Gods’.

Fertile land in Uttarakhand produces all kinds of cereals, staples that are cultivated through the traditional method of farming by the local farmers. But most of the farming land is not enough to produce desired crops because of improper irrigation systems. 80% crops totally depend on the rain, however, farmers are very hard workers and they manage to grow adequate grains, veg, and fruits for their need but commercially still there is lack of facilities which are highly required to establish so that local farmer can concentrate fully to cultivate a variety of produce in their farmlands and can make available the same to market for further distribution to consumers desired to buy high-quality products from the majestic land of Uttarakhand.  

No words can ever be enough to perfectly describe this blessed land. The incredulous variety of experiences – both spiritual and sensory – goes beyond any language or dialect ( above intro of Uttarakhand is taken from

href="https://www.incredibleindia.org/content/incredibleindia/en/destinations/states/uttarakhand.html" style="text-align: justify;"> https://www.incredibleindia.org/content/incredibleindia/en/destinations/states/uttarakhand.html)

I am being a commodity man always trying to do something for the local farmers but due to diverse portfolios at my end I could not initiate but still, I try to connect people who are really working in this segment. I recently connected Mr Aman from Trishulii Producer Company. A hill FPO working across the central Himalayan region promoted by Himmotthan Society, an initiative of Tata Trusts. They are really doing great.  Here I am trying to exhibit the product line of Trishulii, a Tata Trust-backed organization. Hope readers will love to buy the products from national and international.  

Readers of my blog can contact Mr Aman, CEO Trishulii for more details,  Contact details is given below.  

Here is the brief about Trishulii. 

Trishulii Producer
Company Limited (TPCL) was registered on 20th July 2016 under the
Companies Act 1956 and has its registered office at Old SBI Lane, Village
Chanderbani Khalsa, Post Mohabewala Dehradun 248002 Uttarakhand. TPCL has a
strong back of 20 Self Reliant Cooperatives across the state of Uttarakhand,
formed under the aggies of Himmotthan Society: An associate organization
of Tata Trusts.

Promoters of the firm are not very
skillful in the marketing and financial aspects; however, they have expertise
in agriculture, production and have a strong understanding of the collective
marketing concepts. The company will have its main revenue-generating
activities in terms:

1. Procurement, Value addition, and
   marketing of Cereals, Pulses, Millets & spices




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2. Procurement and Marketing of Fruits
   & Vegetables


3. Animal feed production and marketing


4. Tata Tea Products distribution


5. Millets Bases Valued added products


6. Handicrafts: Woolen items and Hawan
   Kits

TPCL has a primary processing center cum
warehouse for cleaning, sorting, grading and packing of millets, pulses,
cereals and spices located in Mohabewala Industrial Area, Dehradun Uttarakhand.

         

                                         Business Model of TPCL

Trishulii’s mandate is to facilitate and carry out
bulk processing, branding, and marketing of products from the member
Cooperatives. It is also sourcing and supplying critical inputs for
agriculture, animal husbandry and other necessary daily need items for local
household.

Organization has
established successful outreach to rural farmers across 25 clusters in 11
districts of the state of Uttarakhand. At present 25 stock point established in the hill regions to
facilitate backward and forward linkages, which are well connected to
transportation facilities and playing pivotal role in sourcing and distribution
of inputs.

 

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Particular	Details
Name of organization	Trishulii Producer Company Limited
Status of organization	Producer Company
Type of services	Procurement, branding and marketing of farmer produce and provide inputs.
Location of Producer Association	Dehradun
Catchment locations	Uttarakhand
District	Dehradun

Since the agrarian
communities of Uttarakhand were engaged traditionally in the production of
pulses, millets, and cereals production. Mission Pulses in the selected project
area of Himmotthan Society played a pivotal role in the dissemination of
improved packages & practices of crops leads to an increase in the quality
and quantity of produce. However high transportation costs and low prices of
products by local middlemen emerged as new challenges.

The market study
further revealed that different pulses, millets, and grains of Uttarakhand
grown in particular geography and also famous with its local name, for
example, Munsyari Rajma is grown in Munsyari area of Pithoragarh, Joshimath
Rajma in Joshimath of District Chamoli, District Rudraprayag is famous for
quality millet production, however, wholesale buyer want to purchase the
product at one point with uniform quality control standard along with other
legal requirements and under one Brand.

To strike a fine the balance between farmer-driven forces and market-driven forces to tackle the
above challenges, Trishulii started the procurement of pulses and millets in
2016 from all across the project area for market testing with 40 Qtls of 25
products from 5 shareholder institutions. Initially, the products are manually
cleaned and sorted and marketing was done through exhibitions, local trade
fairs, supply to whole sellers.  

In 2017, PC established
its cleaning, sorting & grading unit in a rented building, and procured 180
Qtls of produce for sale from 8 shareholder institutions.  The unit acquired all the legal licenses for
food business and started the marketing of produce in brand Trishulii in simple
poly packs with stickers. Market out of state was also explored along with
exhibitions and trade fairs sales. Crop Connect, Uttara, Smohan emerged has
good buyers.

In 2018-19,
keeping in view the 500 Qtls procurement targets, the unit was shifted to a
large space in the Industrial area Dehradun. PC deputed interns Mr. Kushendra
Suryavanshi & Miss Sigma Das from IIM- Lucknow with the task to strengthen
the backward and forward linkages, outcomes of which summed up as

•     Developed a suitable procurement policy
•     Grading standard of each crop finalized
•     Customized packing with proper brand positions as USP of Uttarakhand
•     Inventory management manual developed
•     Tie-up with transporters

    Recipe of preparations of different dishes from pulses, millets &
other grains compiled and printed on each packet

Trishulii becomes a
pioneer to bring graded Himalayan pulses & millets of Uttarakhand having
more than 30 products in the portfolio under one roof . Chefs of TAJ HOTEL prepared dishes from 25
products of Trishulii and categorized 15 products in the VERY GOOD category and
the remaining 10 in GOOD Category. 3 Taj Hotels are regular buyers now. PC also
started the online sale of products through MEESHO.

Mission Pulses has successfully impacted lives of more than 4000 farmers
and their families by:

1. Ensuring a fair price; 5% more
   than local market price.
2. Improving farms’ productivity by
   providing relevant information about weather changes & its impact on soil
   moisture, reducing farm to warehouse cycle by implementing efficient supply
   chain techniques and providing advanced equipment leads to 25-30% increase in
   production.
3. Harnessing entrepreneurship
   potential among farmers by periodic training and business opportunities.

Before TPCL inception, farmers
were selling directly in the local market but most of the produce was procured
by middlemen but now a platform developed for product visibility which
recognized the efforts of farmers.

By 2025, PC is planning
to procure 5000 Qtls of pulses, millets, and cereals, the addition of organic
segment and diversification to  Millets
based value-added products are among top priorities followed by urban market
penetration through 1000 retail stores & expected to have a direct outreach
to over 15,000 rural households and over 600 villages of Uttarakhand. 

Kay Mantra for the Consumers: 

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Products Portfolio: 

English	Hindi
1. Gahat / Kulthi	गहत /कुलथी की दाल
2. Jhangora/ Barnyard Millet	झँगोरा
3.Amaranthus/Rajgira/Chaulai/ Ramdana	छोलाई/ मारछू
4. Mandua/Ragi/ Finger Millet Flour	मँड़ुवा का  आटा
5. Black Soyabean	काला भट्ट
6. White Soyabean	सफेद भट्ट
7. Himalayan Jhakhia –oil seed	जाखिया
8. Munshyari Rajma	मुनस्यारी राजमा
9. Joshimath Rajma	जोशीमठ राजमा
10. Red Rajma	लाल राजमा
11. Basmati Rice	बासमती चावल
12. Red Rice	लाल चावल
13. Naurangi Rains	रेन्स
14. Peogen peas	तुअर दाल
15. Urad Dal	उरद दाल
16. Coriander Powder	धनिया पाउडर
17. Turmeric Powder	हल्दी पाउडर

Above are the main cereal, spices and staples grown in the Uttrakhand region which are highly nutritious and great in terms of Taste.  

Trishulii  brand is doing their best to promote the home-grown agri produce through their platform and seeking cooperation from the traders who can add more value in terms of easing distribution in the country, however export demand is there from UAE & US which can be fulfilled through connecting with potential buyers. 

I will add process flow of procurements, processing and sales & marketing in later posts.  

Readers can reach to Trishulii at : 

Mr Aman Kumar, 

CEO

Contact Number: +917055216763

Email: trishuliiltd@gmail.com

email : aman@himmotthan.org

email : parjakalyanm@gmail.com / 

----------------------- Disclaimer:  Above information is provided by Mr Aman Kumar the concerned officer of Trishulii Producers Ltd. As a blog writer I do not have any direct/indirect monetary benefits from publishing the posts but only honest efforts to promote the Agri Products of Uttarakhand being my home state my Janambhumi. I am extending my sincere cooperation to the Society for promoting their products to the National and International forefront. 

I am always ready to cooperate with brands that are creating impact like empowering women, welfare for the poor, and generating employment can contact me to publish their story on my blog. It would be my pleasure to extend my cooperation to the maximum level. One can also seek Sales & marketing consultancy.  

Writer : Balwant Singh Rana,  

09.05.2021 Jaipur, India

Empowering Kirana retail in India