Why Bihu delicacies are a major source of livelihood for women in Assam

Guwahati: As the vibrant city of Guwahati geared up for the much-anticipated Magh Bihu celebrations, the 'Bhogali Melas' held in several locals emerged as bustling hubs for Self-Help Groups (SHGs) and independent sellers, transforming traditional Bihu delicacies into a lucrative business. When Business North East visited these fairs, we discovered that they not only empower women but also contribute significantly to their families' livelihoods.

In an interaction with Business North East, Jintimoni Devi Sarma from the Narengi area in the city delightfully shared that she had sold items worth Rs 20,000 in the first three days. "Last year, my ladu and pithas even reached Bangalore," she beamed.

Nitamoni Deka, a SHG member from Silpukhuri, shared that she sold around 20–30 kilograms of each Bihu delight she had prepared for the Bhogali Mela. "The NEDFi Haat should be lauded for its initiative in organizing this fair," she said. 

Labanya Das, associated with NEDFi Haat since 2002, highlighted that her business earned her 50% of the profit, and they sold around 50,000 products during the Bhogali Mela. Pinku from Tihu, an independent vendor who brought several Bihu items, reported sales of up to Rs 80,000 in just three days.

Mention must also be made of Chandmari-based firm 'Khilonjiya' which wowed customers with products cultivated in the farms of Rangia, Nalbari, Baihata Chariali, and Nagrijuli areas of the state.

SHGs, comprising 10–20 people with similar socioeconomic backgrounds, play a pivotal role in this economic ecosystem. Assam has around 3.38 lakh SHGs that receive financial support from the state government. The state government has recently introduced a scheme aimed at developing 40 lakh women SHG members as rural micro-entrepreneurs, or "lakhpati didis" under which they will be given Rs 35,000 over three years to start their own enterprise. Additionally, the Pradhan Mantri Mudra Yojana (PMMY), launched by the centre in 2015, provides financial support to aspiring entrepreneurs, further fostering economic growth.