Sky is the Limit for Dibyajyoti SHG – Case Study of WSHG Business of Millet-based Products via e-Commerce Platform
Sky is the Limit for Dibyajyoti SHG – Case Study of WSHG Business of Millet-based Products via e-Commerce Platform
Author : Bhesaja Choudury, Swatee Misra, Aiswarya Parija, Subhashree Parida
The normal day of Dibyajyoti Self-Help Group (SHG) members starts with washing ragi
grains and then letting them dry. After this process, the grains are pulverised into fi ne
fl our. Prema Das, Secretary of Dibyajyoti SHG, still reminisces about the day when the
group started its journey in 2009 with the help of the Mission Shakti Department. With
the support of the Government, they got their fi rst project to supply moori (puffed rice)
ladoo to 210 centres. Later, they received more orders to supply chattua despite having no
proper infrastructure available. Even with no family support and despite facing numerous
criticisms from family and friends, their determination remained strong. There were tough
times when they even resorted to selling roasted chickpeas.
Their entire business strategy changed at an event in Puri when an offi cial from the Mission
Shakti Department encouraged them to broaden their outlook towards starting a business.
With prayers to Lord Jagannath and with the support of Mission Shakti, they established
a small bakery in 2014 and marketed their products at the Mission Shakti stall. In 2017,
they gained public recognition for their millet biscuits and cookies.
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