Bhopal’s vibrant streets buzzed with anticipation as Chief Minister Mohan Yadav flagged off seven vehicles loaded with special Holi hampers crafted by Madhya Pradesh’s rural livelihood mission Didis. This initiative, perfectly timed ahead of the colorful festival of Holi, promotes natural colors and eco-friendly celebrations while empowering rural women.
The hampers, meticulously prepared by Didis from districts like Ujjain, Sagar, Katni, Sehore, and Rewa, feature an array of 10 delightful products. From organic natural colors and pure desi ghee to sweets, cow dung cakes, puja items, and even T-shirts, these packages offer everything needed for an authentic Holi festivity. A short film highlighting the artisans’ dedication was screened, captivating the audience at the launch event.
In a landmark move, CM Yadav inaugurated the Community Managed Training Center (CMTC) and personally waved the green flag to send off the Aajeevika Rural Express vehicles. Speaking at the Kushabhau Thakre Auditorium during the Aajeevika Mission capacity-building workshop for self-help groups, he praised the Didis as living embodiments of unity’s power. ‘These women, with their clenched fists of determination, are strengthening the economy of the state and the nation,’ he remarked.
Highlighting their multifaceted achievements, Yadav noted how Didis are mastering everything from driving tractors and drones to managing gas and petrol refilling stations. They excel in cafe operations, meeting market targets, and thriving in small enterprises like pickle and papad making. ‘In Indian culture, maternal power holds immense significance,’ he added, underscoring the government’s commitment to women’s empowerment.
Under state initiatives, over 65 lakh Didis are linked to 5 lakh self-help groups, with more than 12 lakh achieving lakhpati status. These groups generated Rs 310 crore in business last year through corporate tie-ups and fairs. Madhya Pradesh leads the nation in natural farming, with 50,000 Didis engaged in it. The government has boosted the Women and Child Development Department’s budget by 26% for 2026-27, allocating 34% overall to rural development.
Ministers Prahlad Singh Patel, Gautam Tetwal, and Rajya Minister Radha Singh attended the workshop. CM Yadav interacted with Didis at product stalls and virtually launched Aajeevika Marts in Gwalior, retail outlets at Jabalpur Airport, and Holi fairs across divisions and districts. This holistic push not only gears up for Holi but cements Madhya Pradesh’s role in women-led economic growth.