Gudiya bravely defied societal pressures to pursue her dream of entrepreneurship. Today she shines as an inspiring role model for other women in her community. Anisha Bano finds fulfillment in mastering the craft of pickle-making, and seeing her creations find their way to homes far and near. 70-year-old Gangodi didi still has a zeal for work, as she walks through 10 kilometres of dense jungle everyday to work at the Namkeen factory. Sushila runs her home and supports her children single handedly from her earnings crafting authentic spices.
You might wonder what these remarkable women have in common? It’s the power of choice—a choice nurtured by financial independence and a profound sense of solidarity from coming together. This is the soul-stirring essence of Daichi, a brand that is illuminating paths of empowerment and transformation.
In the golden sunny fields and bustling markets of Rajasthan, a remarkable transformation is unfolding. Here, amidst the whispers of ancient customs and the tales held in the soil, women artisans are reclaiming their voices. At the forefront of this change stands Daichi—a brand not only bringing traditional rural flavours to tables but also paving the way for women to become successful entrepreneurs. This is the inspiring journey of Daichi—a tale of strength, empowerment, and honouring our makers.
In a region where women’s talents have long been overlooked, Daichi serves as a beacon of hope. It all began with Sakhi, a CSR initiative of Hindustan Zinc, a Vedanta group company that has been empowering over 27,000 women in 200+ Villages across 6 districts of Rajasthan and Uttarakhand. Sakh achieves this by making women financially and individually independent through sustained grassroots institutions like federations, village organisations & SHGs, as well as microenterprises. Over time, self-help groups united to establish Sakhi Utpadan Samiti in 2018—a 100% women-owned enterprise with a bigger dream. Today, Sakhi’s very own brand Daichi offers an extensive selection of premium, nutritious chemical-free foods sourced directly from hard working farmers in the heart of rural India, each handcrafted with utmost love and care.
“Before, we faced many hardships. We were confined to household duties, and we feared to speak up. But deep down, we wanted more – a shot at starting our own businesses. So, we joined hands and created Daichi. Now, we have become symbols of strength, inspiring others in our communities. We have built an identity for ourselves, and our families have started seeing value in our work too.” says Rekha Batra, as she reminisces about her journey.
From traditionally made savoury pickles to wholesome pulses harvested with care, from raw honey straight from beekeepers to farm-sourced spices rich in aroma, every product in Daichi’s food range embodies the essence of Rajasthan’s rich culinary heritage and every reflects the dedication, hard work and passion of its makers.
“Having mobilised Sakhis and created Daichi, we realised that what these really women needed was a marketplace – a direct link between rural India and discerning consumers who could access these amazing products, while also making a positive impact with every purchase. This is what would ultimately sustain and scale these enterprises in the long run. So we launched heartswithfingers, an exclusive marketplace for India’s small farmers and artisans’ ‘ Anupam Nidhi, CSR Head, Hindustan Zinc Limited.
heartswithfingers is a marketplace on a mission that inspires a more conscious way of living. Here, every product tells a story—a story of determination, passion, and unwavering dedication of its makers; makers who have worked against all odds to reach where they are today, makers who are harbouring dreams to build brighter futures for themselves and their families.
Our choices as consumers wield significant power. Choosing products crafted by these artisans isn’t merely about consumption; it’s an investment in aspirations and opportunities. heartswithfingers provides each of us with a golden chance to do just that. By connecting us to rare brands like Daichi, it not only offers the chance to enjoy authentic, high-quality foods sourced directly from rural India but also to empower and celebrate hardworking artisans and farmers.
“I believe that this is a reverse revolution in the making—a movement to celebrate small businesses, artisans, farmers, and fair trade practices. It’s a subtle yet impactful way to champion equality and inclusivity.” Amrish Mehrotra, Founder, heartswithfingers.
Whether it’s Gudiya, Rekha, Anisha, Sushila, or countless other rural women, their stories resonate with resilience, creativity, and empowerment. These narratives unfold behind every jar of pickle, each package of pulses, and every dollop of ghee or drop of honey. As we savour the flavours and textures of Daichi’s offerings, let’s remember the hands that crafted them and the stories they carry.
By simply shopping on a platform like heartswithfingers, we are choosing to support brands like Daichi and contributing to shaping an economy driven by hard work and skill of our invaluable makers. So, let’s seize the opportunity to make a meaningful difference—one jar of pickle, packet of grains, or one dollop of ghee at a time. So if you want to join the conscious consumer movement and be part of something truly transformative, you know where to go.
ThePrint ValueAd Initiative content is a paid-for, sponsored article. Journalists of ThePrint are not involved in reporting or writing it.