After the flood: 63 women script new chapter in their lives by cooking and stitching

Madikeri: It is perhaps among the most abused proverbs in the English language, but the wisdom condensed in six distinct words – ‘When the going gets tough, the tough get going’ – endures through the ages. Not more than a few months ago, Kalur, a tiny hamlet nestled in the hills of Madikeri, was reeling under floods. It was among the worst affected villages in the district, and the shadow of despair hung heavily over the hamlet. But, showing unflinching resolve in the face of seemingly insurmountable odds, 63 women of the village have come together and have decided to utilise their skills to write the next chapters of their lives.
Trained in tailoring, and the culinary arts, these women have recently shipped as many as 500 bags of various food products to Chennai. What is more, these products are becoming increasingly popular in the neighbouring state, which has resulted in demand for these distinctly Kodagu delicacies growing. What adds to this story of success is that the efforts of the women of a tiny village, which was left in a shambles in the face of nature’s fury, are part of a larger struggle to protect the culture of the place, which is shaped mostly by Kodava and Gowda communities.

Secretary of Bharatiya Vidya Bhavan, Madikeri Balaji Kashyapp, who launched the project along with his wife, Dr Nayana Kashyap, said that the garments being stitched by the women are sold under the ‘Yashavi’ brand. “The food products and condiments, we are selling under ‘Coorg Flavour’. While 42 of the women work in the tailoring unit, the remaining ones work in the food products’ section,” said Balaji.

Pointing out that they had deliberately chosen not to adopt a mechanised system of production, Balaji said, “This is to ensure that women do not fear any loss of jobs. We have opted for a manual system. This will ensure more opportunities for one and all.”

However, the couple has not closed doors entirely on technology in their business model, utilising online platforms to sell their products. “We are paying the women a stipend of Rs 3,000 presently,” said Balaji, confirming the rising demand for the products.

The USP of the ‘Coorg Flavour’ products is, as can easily be gleaned from their name, the distinct Kodagu essence that gives them a unique flavour. As of now, as many as ten products – pork masala, pickles, gun powder, sambar powder, rasam powder, pulao mix, biryani mix and chicken masala – are prepared at the unit.

On choosing Kalur to establish the food and tailoring units, Balaji said, “This is one village where the Kodava and Vokkaliga cultures remain intact. If residents of the village start migrating in search of a job, these cultures will be lost. Our idea was to protect Kodagu culture by ensuring locals get opportunities in the village.”

Lauding the women of the village for their determination, he added, “They were very eager to emerge from their distress and we are supporting them.”