Union Minister Shri Shivraj Singh Chouhan launches ‘ChhattisKala’ brand and Digital Finance Booklet

Wednesday turned out to be a landmark day for rural livelihood, women’s entrepreneurship, and financial inclusion in Chhattisgarh’s Dhamtari district. On the occasion of the state-level distribution of the 21st installment of the Pradhan Mantri Kisan Samman Nidhi, Union Rural Development Minister Shri Shivraj Singh Chouhan, in the presence of Chief Minister Shri Vishnu Deo Sai, Deputy Chief Minister Shri Vijay Sharma, other public representatives, and thousands of rural women, unveiled the much-awaited integrated state brand ‘ChhattisKala’ and the Digital Finance Booklet.

‘ChhattisKala’: State’s first unified brand for rural women’s products

To provide a single identity and integrated marketplace for high-quality products made by rural women, the State Government and Chhattisgarh Rural Livelihood Mission (Bihan) have launched the ‘ChhattisKala’ brand.

Under this brand, various products are being standardized, packaged, and marketed, including:

• Millet-based food products
• Tea, pickles, snacks
• Handloom and handicraft items
• Dhokra art, bamboo craft
• Clay and wooden products
• Incense sticks and pooja materials

Union Minister Shri Chouhan said the ChhattisKala brand will symbolize the hard work, skill, and self-reliance of rural women, taking their products from the state to national and global markets.

Digital Finance Booklet launched showcasing success stories of 48 BC Sakhis

During the program, the Union Minister also launched the Digital Finance Booklet, which documents the inspiring success stories of 48 Banking Correspondent Sakhis (BC Sakhis) from across the state.

3,775 BC Sakhis actively delivering doorstep banking services

Currently, 3,775 BC Sakhis are actively providing door-to-door banking services in Chhattisgarh. Over the past four years, they have facilitated financial transactions exceeding ₹3,033.48 crore.

The Union Minister noted that women who once hesitated to step outside their homes are now delivering essential financial services across villages and paving the way for social and economic transformation.

Massive financial support to thousands of self-help groups

This grand event also brought significant financial empowerment to rural women’s groups:

• 1,080 Self-Help Groups (SHGs) received ₹1.62 crore as Revolving Fund
• 8,340 SHGs received ₹50.04 crore as Community Investment Fund
• ₹229.74 crore provided as Bank Linkage
• 1,533 women entrepreneurs received ₹6.23 crore as entrepreneurship loans

These financial interventions will boost rural women’s income, promote new enterprises, and strengthen economic independence.

A new direction for rural prosperity, women’s leadership, and self-reliance

The event in Dhamtari was not just the distribution of financial aid—it marked a major step toward achieving the vision of a self-reliant rural Chhattisgarh.
The combined impact of the ChhattisKala brand, BC Sakhi model, and increased financial support is set to transform the landscape of rural livelihoods in the state.