The National Cooperative Consumers’ Federation of India (NCCF), under the auspices of the Central Government, has introduced the Bharat brand of pulses in Tamil Nadu. The flagship initiative is geared towards stabilizing prices, mitigating food inflation, and bolstering domestic availability, aligning with the visionary goals set by PM Modi, Minister of Home Affairs Amit Shah, and Minister of Consumer Affairs, Food, and Public Distribution Piyush Goyal.
Currently, 50 mobile vans are actively selling the Bharat Dal brand’s chana dal directly to customers at key locations in towns and villages across each district. In a proactive move, the number of mobile outlets is slated to increase to 100, and the product range will soon expand to include essentials like atta, rice, and moong dal.
Bharat Dal has already gotten an overwhelming response in North India, prompting this expansion into Tamil Nadu. To celebrate the 75th Republic Day, NCCF has introduced a special incentive programme, offering lucky prizes such as pressure cookers, insulated bottles, and tiffin boxes to consumers.
To ensure the availability of pulses at reasonable prices, the Central Government is maintaining a buffer stock of five major pulses—chana, tur, urad, moong, and masur—under the Price Stabilization Fund (PSF). These stocks are released into the market in a calibrated and targeted manner to control prices. Furthermore, Chana Dal, as part of this arrangement, is made accessible to state governments for various welfare schemes, police, jails, and distribution through retail outlets operated by state government-controlled cooperatives and corporations. The NCCF’s Bharat brand is poised to play a crucial role in achieving the government’s broader objectives in the realm of food distribution and pricing stability.