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.

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:

• Quality product
• Purity of product
• Right price
• Right quantity
• Directly from the source
• Commodities handled and processed by the women
• Items produced under total quality check and personal care of skilled women entrepreneurs.
• Satisfaction that the product she purchases will help to empower and better the lives of numerous poor rural women.

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