The National Cooperative Consumers’ Federation of India (NCCF) has highlighted the role of its “Janah” brand in linking grassroots producers with households across the country, reinforcing the cooperative model of inclusive marketing and consumption.
In a social media post, NCCF said Janah products are sourced directly from Primary Agricultural Credit Societies (PACS), Farmer Producer Organizations (FPOs), and Self-Help Groups (SHGs), ensuring that consumers receive products marked by purity, quality, and trust.
The federation emphasized that the initiative aims to create a stronger market connect between rural producers and urban consumers while providing better value realization to farmers and community-based producer groups. By procuring directly from grassroots institutions, Janah seeks to reduce intermediaries and promote a transparent supply chain.
NCCF said the brand reflects the cooperative sector’s commitment to supporting Indian farmers and strengthening local production networks. The initiative is also expected to contribute to rural livelihoods by expanding market opportunities for products manufactured and marketed through cooperatives, FPOs, and self-help groups across the country.