ORMAS and ITC: Spicing up rural empowerment with incense and more

The aroma of empowerment fills the air at the national-level Pallishree Mela in Balijatra, Odisha. Six vibrant stalls, themed around the Odisha Rural Development And Marketing Society (ORMAS), are not just showcasing local products, but narrating a compelling story of rural transformation. This year, the spotlight is on ORMAS's strategic partnerships, particularly its groundbreaking collaboration with ITC, a conglomerate known for its diverse presence in the Indian market, including its renowned agarbatti (incense stick) brand.

ORMAS, a state-run agency dedicated to uplifting rural communities, has been instrumental in forging crucial forward linkages for a variety of products crafted by rural producers. One of their most impactful initiatives involves empowering women by connecting them with ITC's agarbatti production chain.

This unique collaboration provides rural women with access to technical expertise, high-quality raw materials, and stringent quality control standards necessary for producing premium incense sticks. By providing consistent income, enhancing skills, and creating a direct link between these women and major markets, this partnership is fostering economic independence and transforming lives.

"Under this collaboration, women producers receive access to technical expertise, raw materials and quality control standards required to produce premium incense sticks. This partnership fosters rural economic empowerment by providing consistent income, enhancing skills and creating a direct link between local producers and major markets,” said Bipin Rout, Joint CEO of ORMAS, Cuttack.

But the ORMAS pavilion at Pallishree Mela is not just about incense. It's a testament to the diverse ways in which the agency is empowering rural communities. Visitors can explore a range of initiatives, from a "farm to fair" showcase highlighting the value chain developed for lemongrass, linking farmers from Koraput with producers in Cuttack, to a terracotta stall celebrating the exquisite craftsmanship of artisans from Dampada block.

Another highlight is the partnership with Bharat Masala, a leading spice company, to market locally-grown chilli and tomato by farmers organized under Farmer Producer Organisations (FPOs) and producer groups supported by ORMAS. This initiative not only brings fresh, local flavors to consumers but also cultivates a model for sustainable agricultural prosperity.

"This partnership not only brings fresh, local flavours to consumers but also cultivates a model for sustainable agricultural prosperity that can inspire similar collaborations across the region,” Rout added.

The ORMAS pavilion at Pallishree Mela offers a glimpse into the transformative power of collaboration and innovation in empowering rural communities. By connecting local producers with established brands like ITC and Bharat Masala, ORMAS is creating sustainable livelihoods, preserving traditional crafts, and fostering a brighter future for rural Odisha.