Bhubaneswar: Odisha’s GI-tagged organic date palm jaggery, known locally as ‘Odisha Khajuri Guda’, has emerged as a major draw at the ongoing India International Trade Fair (IITF) 2024 in New Delhi. The natural sweetener, celebrated for its unique taste and health benefits, has become a bestseller at the Odisha Mandap in Hall No. 2 of Bharat Mandapam.
The stall dedicated to date palm jaggery has already recorded a business of over ₹35,000, attracting buyers from across the country. Visitors have praised its distinctive flavor and organic production process.
“Date palm jaggery is very beneficial for health, which is why we purchase it every year from this trade fair,” shared Bharat Bhushan Arora, a Delhi resident. “Its distinct taste makes it a must-buy for us while visiting the Odisha Mandap.”
Odisha Khajuri Guda is deeply rooted in Odisha’s culinary heritage. The product, enriched with nutrients, is crafted using traditional methods where farmers collect sap from date palm trees before dawn to retain its natural flavor. The sap is then boiled to produce jaggery, ensuring an entirely organic process.
The Odisha Rajya Talgur Samabaya Sangh Ltd. (ORTSS), an apex cooperative body under the Government of Odisha, oversees the production and sale of this jaggery. ORTSS operates in nine districts, including Angul, Boudh, Dhenkanal, and Gajapati, which are the primary producers. Through its network of 23 talgur cooperatives, ORTSS not only sustains traditional practices but also generates significant livelihood opportunities for local communities.
To boost market connectivity, ORTSS has established sales outlets in Bhubaneswar and Cuttack, while also setting up dedicated stalls at state and national trade fairs. Visitors to the IITF have shown keen interest in the eco-friendly household items and handicrafts made from palm and date leaves, further enhancing the appeal of the Odisha Pavilion.
The Odisha Mandap at the IITF 2024 has seen significant footfall, showcasing a diverse range of products, including handlooms, handicrafts, and tribal produce.
“We always look forward to buying jaggery from the Odisha Pavilion. Its organic nature makes it an essential part of our diet,” remarked Dharamveer Agarwal, another visitor.
“Visitors show great interest in this traditional delicacy every year,” added Anil Kumar Behera, Marketing In-Charge at ORTSS.
The Odisha Pavilion reflects the state’s rich culture and commitment to sustainability, with Khajuri Guda emerging as a flagship product. As Odisha Khajuri Guda continues to captivate buyers at IITF 2024, it reaffirms the demand for authentic and organic produce that combines tradition, health, and sustainability.
