In 2014, the Management of West Bengal Essential Commodities Supply Corporation Ltd. (WBECSC), under the Food & Supply Department, Govt. of West Bengal was planned to launch its own Retail Marketing Chain in every part of West Bengal under the brand name of “Roudra Bristi”. At very beginning, it was started in various Municipalities in collaboration with the Urban Development & Municipal Affairs Department, Govt. of West Bengal and State Urban Development Agency (SUDA). Initially one outlet was opened at the Head Quarter of Food & Supply Department, Khadya Bhaban. Then 3 (three) more outlets were opened at Bidhannagar Municipal Corporation, Kamarhati Municipality and Madhyamgram Municipality.

 

The main focus and object for opening of “Roudra Bristi” outlet was to promote exclusive products of the state in agriculture, food sector and local produce of rice, pulses, honey etc. as well as to sell varieties of products of various manufacturers/ Multi National Companies as mentioned below at a price comparatively lower than the prevailing market price. At these outlets while consumers will get branded commodities at discounted prices and producers of agricultural products will also get a fair price.

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                                                                             Name of the enlisted Companies

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                                                                   Enlistment process of company/ manufacturer/supplier -

                                                                   

Required Documents are -

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1. Trade license

2. GST Certificate

3. FSSAI Certificate (FOR Food products supplier)

4. Cancelled Cheque

5. Price list

6. Letter head application for new enlistment along with duly authorized distributors copy must be submitted.

7. Scanned copy of original document must be submitted as a soft/ hard copy.

8. All documents must have to be endorsed (Stamped & Signed) by company personnel.

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In 2021, the Management has decided to open more “Roudra Bristi” outlets at various prominent places of different districts of West Bengal like District Head Quarters, Sub-Divisional Head Quarters or any other important places so that people of the entire State can benefit and also planned to run the outlets by itself. Looking at the rapid expansion of the Roudra Bristi outlet chain, all District Magistrates of West Bengal have been communicated by the Managing Director of WBECSC Ltd. in black and white to provide at least one accommodation on rent free basis for setting up “Roudra Bristi” outlet. All District Managers have been requested to conduct survey to identify financially viable places for setting up outlets.

 

On the basis of the communications, few places have been recommended by the Districts authorities and 5(five) outlets have already opened at Bishnupur, Durgapur, Buniadpur, Bardhaman and Bolpur after completing agreement for proper handover process. Outlets at Alipurduar, Jalpaiguri and Midnapur will be opened very shortly. Handover process of “Roudra Bristi” outlet at Howrah is at final stage The “Roudra Bristi” outlet at Bishnupur was inaugurated by the Honb’le Chief Minister from her Administrative meeting on 30th May, 2022.

           

Billing of all outlets are fully computerized. The maintaining of stocks and generation of indent for all outlets will be controlled from Head Quarter through a cloud based software.

 

WBECSC Ltd. has launched 10 (ten) its own products under the brand name of “Roudra Bristi” aiming to capture the market of Bengal’s traditional aromatic rice like Tulaipanji, Gobindabhog, Jeerakati etc. Not only aromatic rice but also common rice like Miniket, flour, soyabean chunk, salt and different pulses like Bengal Gram, Moong Dal and Masur Dal at an affordable price which will be lesser than all retail platforms. Among above mentioned products, Tulaipanji & Gobindabhog rice has already been available for purchase from online platform like Amazon & same products can be purchased from Spencer’s also (online & outlet).

 

Management has also egger to launched 1ltr Mustard Oil pouch under the brand name of “Roudra Bristi” very soon and that may be marketed through-

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1. Roudra Bristi outlets all over West Bengal.

2. Online platform like Amazon, Flipkart etc.

3. Retail outlets like Spencer’s, More, Reliance Smart Bazar etc.

4. Various Govt. Department under Govt. of West Bengal like –

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i) Department of Women Development, Child Development & Social Welfare (Supply for ICDS Centre).

ii) Department of Correctional Administration (Supply for Correctional Home).

iii) Department of Food & Supply (Non PDS item).

 

WBECSC Ltd. has also decided to market exclusive nutritionally enriched Rice like- Black Rice, Brown Rice, Red Rice etc.

Promotion of all products will be started in various manners like physical promotion, promotion through social media and advertisement in daily news papers.

 

Management has shown special focus on the branding of “Roudra Bristi” in form of expansion of Retail Chain Business and launching of different products. Management is very much optimistic towards the success of “Roudra Bristi” as a brand.