WHAT?

Bhadradri Millet Magic refers to a brand of millet-based biscuits produced by the Srirama Joint Liability Group, a women’s Self-Help Group in Bhadrachalam, Telangana. These women, once agricultural laborers, have transitioned to producing healthy snacks made from millets like ragi and jowar, using natural ingredients such as butter, ghee, and jaggery, without artificial preservatives.

The biscuits are sold locally in Kothagudem and Bhadrachalam, with plans to expand to Khammam, and have gained international reach, with shipments to London due to demand from visitors to the Bhadradri Temple.

The group produces about five kilograms of biscuits daily and is planning to scale up with a larger oven to bake 600 biscuits per batch. The initiative, supported by the Bhadrachalam Integrated Tribal Development Agency (ITDA), reflects women-led development, as highlighted by Prime Minister Narendra Modi in his June 2025 Mann Ki Baat address. The group also produces Giri Sanitary Pads, distributing 40,000 pads to schools and offices at low cost within three months.

ABOUT SHGs and the Bhadrachalam Self-Help Groups (SHGs)

Self-Help Groups (SHGs) are small, voluntary associations of 10–20 people, typically from similar socio-economic backgrounds, who come together to address common economic, social, or developmental needs. In India, SHGs are primarily women-centric and play a crucial role in promoting financial inclusion, empowerment, and entrepreneurship, especially in rural and marginalized communities.

The Bhadrachalam Self-Help Groups (SHGs), particularly the Srirama Joint Liability Group, consist of women from tribal and marginalized communities in Bhadrachalam, Telangana, who have transitioned from agricultural labor to entrepreneurial ventures. Supported by the Bhadrachalam Integrated Tribal Development Agency (ITDA), these groups focus on producing millet-based products like Bhadradri Millet Magic biscuits, made from ragi and jowar with natural ingredients such as jaggery and ghee.

The biscuits are sold locally in Kothagudem and Bhadrachalam, with plans to expand to Khammam and even international markets like London, driven by demand from Bhadradri Temple visitors. The group produces around five kilograms of biscuits daily and aims to scale up with a larger oven for 600 biscuits per batch. Additionally, they manufacture Giri Sanitary Pads, distributing 40,000 pads to schools and offices at low cost within three months.