Launch of the product, ‘Gol Nemu Juice,’ at the Made in Nagaland store, CT Square Chümoukedima on October 28 (Morung Photo).
Morung Express News
Dimapur | October 28
A new locally sourced product called, ‘Gol Nemu Juice,’ produced by the Chophi Company in coordination with the Nagaland State Rural Livelihood Mission (NSRLM) and their Self-Help Group (SHG), Genesis was officially launched here at the Made in Nagaland store, CT Square Chümoukedima on October 28.
Gol Nemu Juice belonging to the citrus lime family has been made from the Assamese lemon, gol nemu, which was also found abundantly in the foothill areas of Bhandari sub-division, under Wokha district. This particular initiative took the help of Genesis SHG from Old Roni village, (Bhandari) who obtained the raw fruits needed to make the end product.
Rebuilding on broken promises made by the government
Lovi Chophi, founder of the Chophi Company and proprietor of the Made in Nagaland store explained that it came about through extensive touring of the village, visiting lemon farms, meeting with the farmers and having the desire to uplift the women folk. “The first question I asked them was, what product is there in your area or block that is available in abundance, which the answer was lemon,” she said.
In most instances, these agricultural products are bought by people outside of Nagaland at very low prices. “So that is something I wanted to change,” Chophi stated. She also pointed out that many individuals from the state government would come promising the farmers big dreams which they seldom deliver.
“As such, despite their (farmers) suspicion they agreed to work with us and so I believe this is the start of building on broken promises made by the government, one product at the time,” she said.
Chophi revealed that more such products were on the way, ready to be introduced to a growing market in the state.
Good roads needed for business to thrive
Genesis SHG members, Kanili Sumi and Yepikali Sumi who were also present during the launch shared their enthusiasm as this was the first time that such an initiative had been introduced in their village. “In the past, our villagers used to have no option but sell the lemons to buyers from Assam at throw away prices,” Kanili mentioned.
Moreover, being situated at the border region, road connectivity through Nagaland was extremely deplorable forcing them to rely on roads through Assam. “This is another advantage which they take from us,” she noted.
“So it would be extremely beneficial for us if our government provides good road facilities needed during transportation and other logistics,” she observed further.
Chichanthung Shitiri, Area Coordinator of Bhandari block (SISD), NSRLM meanwhile stated that the inspiration behind the initiative was to promote local entrepreneurs with an emphasis on women-led businesses. “It is part of the Sustainable Development Goals (SHGs) particularly in regard to poverty alleviation at all levels,” he said.
Besides this, he also hoped that it would be an inspiration for the other women folk in rural areas to come at the forefront of establishing their own enterprises.
