Empowering rural lives: How ‘Siri Sanstha’ is transforming village industries

A Vision for Rural Empowerment

Inspired by Mahatma Gandhi’s concept of Gram Swarajya, Sri Dharmasthala Siri Gramodyoga Sanstha (R.), under the leadership of Dr. D. Veerendra Heggade and the guidance of Matrushree Hemavati V. Heggade, is making remarkable strides in empowering rural women. This non-profit organization, registered under Section 8 of the Companies Act 2013, has established 2,000 self-help groups in Dakshina Kannada district.

Operating without a profit motive, Siri Sanstha enjoys income tax exemptions under Sections 12A and 80G of the Income Tax Act-1961. Launched in 2004 with financial aid from the Rural Development Departments of Karnataka and India, along with support from the Sri Kshetra Dharmasthala Rural Development Project, Siri Sanstha markets its products under the Siri brand across Karnataka.

Providing Livelihoods and Shelter

Siri specializes in training rural women, equipping them with skills to produce high-quality goods. The organization employs over 1,000 women, mostly from economically disadvantaged backgrounds, indirectly supporting over 5,000 poor families.

To ensure seamless distribution, Siri has warehouses in Raipur and Dharwad for North Karnataka and plans to establish a facility in Bengaluru to cater to the southern regions. With an annual turnover of Rs. 30 crore, Siri is expanding its market with SKDRDP’s (Shri Kshetra Dharmasthala Rural Development Project) assistance.

Boosting Self-Employment

Addressing rural unemployment, Siri provides young entrepreneurs, particularly women, the opportunity to open their own shops and sell Siri products. Its offerings, particularly cereals and household essentials, have gained immense popularity across the state.

Diverse Product Lines

Siri’s production units span multiple industries, including:

• Food Products: Siri manufactures a variety of food items, including kokum juice, rice roti, spices, pickles, coconut oil, and honey, with facilities in Guruvayankare and Belthangady.
• Detergents: Production units in Dondole, Belalu, and Gerukatte manufacture soaps, phenols, and detergents.
• Agarbattis: To provide an alternative livelihood for former bidi workers, Siri produces 22 varieties of incense sticks in locations like Belthangady, Nainadu, and Thumbay.
• Garments: Manufacturing units in Haveri, Dharwad, and Gadag produce traditional and modern clothing for men and women. Siri is also a recognized Khadi ambassador.
• Rexin Bags: School, executive, and luggage bags are produced in Ujire, Hosmaru, and Kokkada.
• Cereal Processing: The unit in Raipur processes a variety of millet-based grains, offering them in bulk and retail packs.
• Millet Bakery Products: Health-conscious bakery products made from millets are also produced in Raipur.
• Siri Millet Café: A millet-focused restaurant in Belthangady serves nutritious meals, catering to health-conscious consumers.

Retail and Distribution Network

Siri operates through multiple channels to reach customers efficiently:

• Own Stores: Fourteen Siri outlets, including those at Sri Kshetra Dharmasthala and SDM hospitals in Bangalore, Dharwad, Hassan, and Mangalore, provide direct access to customers.
• Mobile and Line Sales: Eleven vehicles supply Siri products to retail stores statewide, including through mobile sales.
• Franchise Stores: Unemployed youth have established Siri franchises, generating self-employment and financial independence.
• Distributor Network: Siri has 18 super stockists and 160 distributors ensuring state-wide product availability.

Marketing and Brand Promotion

To strengthen brand recognition, Siri appointed renowned film actor Ramesh Aravind as its brand ambassador. Promotional campaigns across print, television, and public transport branding have significantly increased consumer awareness.

Future Expansion: Siri Institute in Belthangady

A new Siri Institute is nearing completion in Belthangady, spread over seven acres, with 1.5 lakh square feet of operational space. This state-of-the-art facility will house all production units, ensuring high-quality and cost-effective manufacturing. The institute will also create employment for an additional 1,000 economically disadvantaged women.

A Call for Support

Sri Dharmasthala Siri Gramodyoga Sanstha urges the public to support rural women by purchasing Siri’s high-quality, affordable products. Through this collective effort, Siri continues to drive economic empowerment and rural self-sufficiency across Karnataka.

K.N. Janardhan,
Managing Director,
Sri Dharmasthala Siri Gramodyoga Sanstha (R.)