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Browsing MICA Institutional Repository by Author "A, Shivankit"

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    Gheelodi Project Report: Ambuja Foundation
    (MICA, 2025) Banka, Ishita; Mishra, Janhavi; Soni, Karan; Garg, Nirupam; A, Shivankit; Choraria, Tanvi
    The Gheelodi project is an initiative by the Ambuja Foundation to promote sustainable livelihoods in rural Rajasthan by producing and marketing high-quality, traditional A2 Bilona ghee. The project aims to empower local women by providing them with economic opportunities while preserving the cultural heritage of traditional ghee-making. This is a sub brand under the main brand Social Saheli, which promotes and sells several goods like ragi cookies, masalas, Ghee, etc, made by the Self Help Groups. The Gheelodi project aims to achieve several specific goals to promote the brand and support the local women artisans involved in producing the ghee. The detailed objectives are: 1. Increase Brand Awareness and Recognition: ○ Establish Gheelodi as a premium brand known for its high-quality, pure A2 Bilona ghee made using traditional methods. ○ Highlight the brand's unique selling proposition, which includes the use of desi cow milk and the hand-churned Bilona process, differentiating it from massproduced ghee brands. 2. Promote Authenticity and Health Benefits: ○ Educate consumers on the health benefits associated with consuming A2 ghee, such as boosting immunity, supporting digestion, and providing essential vitamins. ○ Communicate the significance of the traditional Bilona method, emphasizing its role in preserving the nutritional properties of the ghee.