~:: SEWA TFC ::~

The brand name of our product of DNW has been decided unanimously as RUDI. As informed by ELABEN the first and foremost importance of the name RUDI is that the name represents the first rural member of SEWA. Moreover the word itself is very rural and we will find at least one woman named RUDI in each village. It is a frequent used word when talking about something dear or while giving blessing. It also incorporates a sense of goodness, security and gives a holistic approach.

Literally it also means small, beautiful and nice in the local dialect. It also means a person having all the virtues and who is perfect in terms of possessing the characteristics like goodness, honesty, worthiness and self-confidence, reliable and hard working. It also indicates the purity of our product. The name is very feminine and represents the strength of that feminity reflected in the brand, which says that although being a woman she is noticed and have successfully launched her product and her brand.

It is a frequent used word when talking about something dear or while giving blessing. It also incorporates a sense of goodness, security and gives a holistic approach.

RUDI is characterized by the hard work of the rural women and the efforts made by them. RUDI is our women i.e. our members and associated women. They are making this project possible with the help of Gram Haat and they are going to be the benefactors. RUDI also stands for the just and fair sale of our products along with the assurance of the good quality. RUDI is not only a name but it is also a symbol of our women’s strength, determination and dedication. RUDI also is the trust, which the customers and producers will show in it, and the trust, which the women members show in Gram Haat, and we show in women members.

From the consumers point of view RUDI represent:

According to the exercise done varied meanings are attributed to this word RUDI in different languages. The languages explored were Sanskrit, Gujarati, Hindi, Marathi, English, Malayalam, Khasi, Pali, Samsad and French.

Rudi conveys the very optimistic messages i.e. budding, production and giving birth. It also gives us the boost by indicating progress, development, coming up and rising. It inspires us to make our product popular and to achieve fame as the word means the same.

It also has the meaning of auspiciousness and a work that ends well, a good indication for our project and venture. It also indicates the tradition going on since the ages, the custom that has formed the channel and all follow it without doubt and question. This can be symbolized by the tradition SEWA has made so far by establishing themselves and what Gram Haat will achieve in future, a tradition of its own through RUDI – a brand and name of its own for its own members and their benefits. We will make a trend through our brand name – the whole RUDI trend reflecting the women empowerment.

It has also the positive connotation of health and reddishness resulted from good health, as they say pink in health. So the consumption of our product will be resulting in to the same. It is the glow and the charm radiated from the word and so we can say that the our product i.e. the brand RUDI will not only give the charm and glow to the consumers but our members will also be able to glorify and charm their lives through RUDI.

Along with the enhanced product what the brand talks about is the enhancement of the lives of the rural women. RUDI will bring beauty and prosperity in the lives of the women involved. It talks more about the capacity building of the members. This is with a purpose of providing the women the employment opportunities and filling their lives with prosperity and feeling of contentment. This is all about “Rudi-fying” their life itself.

Looking it from a different angle it is not a mere capacity building of the members alone but is also improvises the capabilities of Gram Haat as such in terms of this rich experience and exposure. Gram Haat will enrich itself in different fields like that of marketing and quality. It will be an opportunity for Gram Haat to learn how the business functions and how to maintain oneself in the market so as to render the services to the members for long term. This experience can be furthered to other districts for the benefit of our members. We also are availing the urban market expansion through this venture.

So the word RUDI impacts a very good meaning which is parallel to our goals and aspirations of development, self-reliance, ownership and transforming a rural workingwomen into a women entrepreneur by rendering her self-confidence. This will mean a new birth of our women members, this time for better. It talks about initiating a dream project and achieving the dreamt results of overall growth and prosperity for every individual involved. RUDI revolves around the philosophy of providing our members the privilege of owning the means of production and managing them. We want to make them owners and managers of their own businesses and trades and we have to achieve this through RUDI and we aspire to do so by calling in the brand name RUDI.