Nagaland: DUDA initiates Anghya’s brand and marketing network

Nagaland: DUDA initiates Anghya’s brand and marketing network

DUDA has initiated the Anghya brand and Anghya Marketing Network, aiming to provide livelihood solution to farmers, entrepreneurs, unemployed youth of Eastern Nagaland. (Morung Photo)

Aims to provide livelihood solution to farmers, entrepreneurs, unemployed youth of Eastern Nagaland

Our Correspondent

Kohima | March 3


The Department of Under Developed Areas (DUDA) has initiated the Anghya brand and Anghya Marketing Network.


It was conceptualized as a handloom activity of the Department to support all the capacity building programmes of Eastern Nagaland, according to the Annual Administrative Report (2018-19) of DUDA department tabled at the State Assembly session held here recently.


In this context, retail infrastructure has already been established in Mon, Tuensang, Longleng, Kiphire and Tseipama. Dimapur Anghya outlet is also in “good progress,” the report stated.


Anghya brand aims to provide livelihood solution to farmers, entrepreneurs and unemployed youth of Eastern Nagaland.


Anghya marketing and livelihood solution has two levels of retail outlets. The Anghya super store and the main Anghya retail shops already constructed in the four district headquarters of Eastern Nagaland which provide facilities for storage and warehousing capacity. Anghya Smart shop is a franchise level of 7-11 model shop which enables entrepreneurs and unemployed youths to apply for franchise, the report stated adding that Anghya smart shop encourages products from Eastern Nagaland, products from Nagaland and Fast Moving Consumer Goods as available in convenience stores.


Necklaces and other ornaments marketed under
Anghya brand. (Morung Photo)




Launched on January 26 this year in Kohima, the identified products for marking and strengthening of the brand includes Hill Broom Grass (MFP), Kholar (Kidney bean), millet, tea, cardamom, cereals, medicinal herbs and crops having commercial value.


As part of the market linkage strategy, DUDA has signed an MoU with Tribal Cooperative Marketing Development Federation of India (TRIFED) under the Ministry of Tribal Affairs, GoI, and is the State implementing agency for MSP for MFS schemes. The Department has also partnered with TRIFED for joint retail network and marketing of TRIBES India products, the report added.