The Girijyothi Farmer Producer Company, a collective of over 700 tribal farmers from Anchunad hills in Idukki,has launched a new packaged drinking water brand named Anjunad. This initiative, supported by the High Range Development Society, marks a significant milestone as it is the first drinking water brand entirely managed by tribal communities in region.
Sree Murukan,chairperson of the Girijyothi Farmer Producer Company,emphasized the brand's role in empowering local farmers . “This is first time a farmer producer company entirely managed by tribal communities is launching its own drinking water brand,” he stated. The company has initially rolled out one-litre bottles of Anjunad,with plans to establish a centralized plant in Marayur for future production of half-litre bottles and other variations.
The initiative aims to directly market tribal products to consumers, cutting out middlemen who often exploit farmers. Murukan explained, “Currently, tribal farmers face exploitation by middlemen. This initiative plans to ensure a proper market and fair prices for products generated by the tribes in Anchunad hills.”
Future plans for company include opening restaurant that will feature traditional tribal cuisine, further promoting the unique cultural heritage of the region . Siby Maliyekkal,a program officer with the company, noted that over 750 tribal individuals are shareholders in this venture . Initially,the drinking water will be distributed across Marayur, Kanthalloor,and Munnar,with intentions to expand to include more tribal communities from the Anchunad hills.
The project has garnered support from the National Bank for Agriculture and Rural Development (NABARD), which is aiding in its development . Sony Philip, executive director of High Range Development Society, expressed optimism about socio-economic benefits of the initiative. He highlighted that members of Muthuvan and Hill Pulaya communities are shareholders,and launch of Anjunad represents a significant entry into open market.
Marayur panchayat president Jomon Thomas reiterated the importance of empowering the tribal populace. “The local body is extending all necessary support to this initiative,” he said. The brand was officially launched in the open market recently,with Thomas inaugurating sales by handing over the first bottle to NABARD district development manager M.S. Arun.
