🏬 MELA – Enterprise Wing of BIRD

Marketing for Empowerment & Local Artisans

MELA is the enterprise and social business wing of BIRD. It serves as an umbrella brand for rural products, creating direct market linkages between grassroots producers and national or global consumers. MELA ensures that the profits are reinvested into community development, making it not just a business model but a sustainable empowerment platform.

🔹 Core Functions of MELA

  • Acts as a showcase platform through fairs, festivals, e-commerce, and physical outlets.

  • Provides market access for rural producers who traditionally lack visibility.

  • Encourages local innovation while preserving cultural heritage.

  • Operates under a social business model where revenues go back to the community.

✨ Through MELA, BIRD transforms grassroots creativity into national pride and global opportunity.

🍯 MOYRA – Traditional Sweets & Dairy

🍯 MOYRA – Traditional Sweets & Dairy

Milk-based Organic Yogurt & Rural Arts

Moyra is the sweet and dairy brand under MELA, blending traditional flavors with modern food safety. From the iconic doi (yogurt) to ghee, sweets, and puddings, Moyra carries the taste of heritage to urban and global consumers.

🔹 Functions

  • Produces doi, sweets, ghee, pudding and other milk-based products.

  • Preserves authentic recipes with strict hygiene and safety standards.

  • Empowers rural sweet-makers and small dairy farmers by offering fair pricing.

👗 TATI – Handloom & Dress

Traditional Artisans of Textile & Innovation

Tati revives the glorious weaving tradition of Bengal—from Jamdani sarees to handloom gamchas—while ensuring artisans are fairly paid and appreciated.

🔹 Functions

  • Produces sarees, Jamdani, gamcha, and other handloom items.

  • Revives heritage weaving arts with youth-driven innovation.

  • Promotes fair trade and women-led weaving entrepreneurship.

🌴 GACHI – Pataligur & Natural Products
Green Agro-based Community of Heritage Innovators
Gachi represents eco-friendly rural products, focusing on molasses, jaggery, and seasonal date products. It ensures sustainability from tree to table.
🔹 Functions
  • Produces natural molasses, jaggery, and seasonal organic products.
  • Advocates eco-friendly branding and organic certification.
  • Supports rural tree-tappers and small farmers to enhance their livelihood.

🐟 ZELE – Fish & Aquaculture

Zonal Enterprise for Livelihood & Ecology

Zele empowers small-scale fishermen and promotes sustainable aquaculture. It brings hygienic, fresh, and processed fish products to consumers.

🔹 Functions

  • Offers fresh, dried, and processed fish products.

  • Trains communities in modern fish farming and packaging.

  • Supports sustainable fishing practices while creating rural jobs.

🥛 GHOS – Milk & Dairy

Global Heritage of Organic Sustainability

Ghos is MELA’s dedicated milk brand, ensuring nutrition, fair trade, and employment for dairy farmers.

🔹 Functions

  • Supplies fresh milk, flavored milk, and processed dairy products.

  • Builds a sustainable dairy value chain with fair farmer pricing.

  • Promotes nutrition security and rural employment generation.

Scroll to Top