‘Jana’ Brand to Promote Small-Scale Products -Kerala Stores Coming Soon

The Centre is launching a new ‘Jana’ brand to promote products made by small-scale entrepreneurs. The National Cooperative Consumers’ Federation of India Ltd. (NCCF) is leading the effort to make these products more accessible. In Kerala, preparations are on to sell ‘Jana’ products through Consumerfed, with plans for dedicated ‘Jana’ outlets in the future.

The ‘Jana’ brand is set to launch before Onam this year. It will feature around 50 carefully selected products from groups like Kudumbashree, women’s collectives, NGOs, self-help groups, Adivasi communities, and farmers’ organizations. The range will include pickles, rice products, oils, masala powders, and pulses which are all quality-tested before sale.

According to Bjioy P John, NCCF’s South India coordinator, ‘Jana’ outlets will also sell products from other states. Since items are bought directly from producers, prices will be about 25% lower than market rates, making them more affordable.Meanwhile, the third phase of the ‘Bharat’ brand rice distribution in Kerala is set to begin. So far, 50,000 metric tonnes have been supplied by NAFED and NCCF at ₹6 less than market prices—₹29.50 per kg in phase one and ₹34 in phase two.The initiative supports small producers, offers consumers quality products at lower prices, and helps boost local economies.

Read more at: https://www.onmanorama.com/news/kerala/2025/06/20/centre-launch-jana-brand-small-scale-products-outlets-kerala.html