From traditional handicrafts to eco-friendly innovations, the state-run Mathi Experience Store and Cafe in Chennai, has been empowering women and fostering a network of support.
Celebrating its one-month milestone on 18 December, the Mathi Experience Store and its accompanying Mathi Cafe have exceeded expectations. (Roshne Balasubramanian/South First)
On a rainy afternoon during the weekend, driving along Valluvar Kottam High Road, our attention was drawn to a striking new structure within the Mother Teresa Women’s Complex. Intrigued, we decided to explore further.
Stepping inside, we were warmly welcomed by the radiant faces of Waheeta and Manasa, their cheerful greetings breaking through the rain-soaked ambience.
Glancing around, our eyes were immediately captivated by the array of products neatly displayed within the space – Bhavani Jamakkalams, Toda embroidery shawls, Thanjavur dolls, Mayiladuthurai’s palm leaf baskets, Virali manjal powder from Erode, Aavaram poo from Salem, herbal oils from Nilgiris, Chinnampattu shawls, Moringa soup powder from Thiruppur, beauty soaps from Maavilangai, and much more adorning the shelves.
It felt like stumbling upon a treasure trove, a harmonious collection showcasing the diverse cultural wealth of Tamil Nadu, all conveniently gathered under one roof. This unique ensemble constitutes the Mathi Experience Store.
The concept behind Mathi is to curate and exhibit products crafted by women from various Self Help Groups (SHGs) spread across the districts of Tamil Nadu. S Divyadharshini, the managing director of the Tamil Nadu Corporation for the Development of Women, explained that the primary objective is to provide an immersive and tangible experience for urban customers.
“The Nature Bazaar held here every alternate weekend features women from different SHGs showcasing their creations. However, the absence of a permanent exhibit space led to the establishment of this store,” Divyadharshini shared with South First.
MATHI EXPERIENCE STORE & MATHI CAFE- inaugurated today@ Annai Theresa Women’s Complex at Nungambakkam, nr Valluvar Kottam, Chennai. Self Help Group products from across Districts are available for sale & Cafe therein is run by SHG themselves. Visit the Store & support the SHGs. pic.twitter.com/WImP67VPJl
— Divyadharshini IAS (@DD_IAS) November 18, 2023
She further highlighted the challenges faced by SHGs located in remote regions in delivering their products to urban markets. The store now bridges this gap by allowing customers to physically engage with the products, enabling bulk orders directly from the source.
“When customers place (bulk) orders, we promptly inform the respective SHGs. They then customise the products based on the orders and ensure delivery,” Murali, assistant project officer, elaborated.
The SHGs supply their products to the State Supply and Marketing Society, from which the store procures them.
Celebrating its one-month milestone on 18 December, Mathi has exceeded expectations.
“We’ve already received nearly five bulk orders. Our website, mathisandhai.com, is operational with a catalogue of over 100 products. Each day, we fulfil a minimum of 10-15 orders placed through our platform, directly benefiting the SHGs,” Murali added, illustrating the store’s success in empowering these women-driven enterprises.
Mathi Experience Store and Mathi Cafe was started on 18 November, 2023. (Roshne Balasubramanian/South First)
Moreover, with the concept of a community skill school, the management identifies fast-moving products, trains more individuals, and forms mini-clusters to enhance production efficiency.
There is also cross-trading of raw materials between SHGs across districts, facilitating collaborative interactions, such as palm leaf exchange between Ramanathapuram and Mayiladudurai and trading of harvested millets from Dharmapuri benefiting Chennai-based initiatives.
Products like the Virali manjal (turmeric) powder are meticulously crafted by their respective producer groups.
To ensure transparency and authenticity, customers can explore the product’s creation process and learn about the associated SHGs by scanning the attached product QR code.
“The store strictly exhibits products adhering to the standards set by the Food Safety and Standards Authority of India (FSSAI),” shared Murali.
The management led by Divyadarshini has assembled a dedicated team to personally verify each SHG and their produce before showcasing them within the store premises. Moreover, significant importance is accorded to products with Geographical Indication (GI) tags from Tamil Nadu.
One of the unique advantages for customers shopping at Mathi is the cost-effectiveness. “Prices here are notably lower compared to the prevailing Chennai market rates, courtesy of the direct selling model by SHGs. We also have ongoing inaugural offers,” said Murali.
This direct contact empowers the SHGs by eliminating middlemen and granting them direct access to urban markets.
Toda embroidery by an SHG from Nilgiris. (Roshne Balasubramanian/South First)
The store’s collection extends beyond conventional offerings, encompassing value-added products like bags made from artificial silk saree cloth material, jute jewel boxes, and assorted gift boxes.
“Among the offerings, the gift box containing four varieties of traditional rice — Karuppu Kowni rice, poongar rice, seeraga samba rice, and maapillai samba rice — vacuum-sealed for extended freshness has emerged as a best-selling item,” mentioned Murali.
Its portability also appeals to customers looking to carry these traditional rice varieties overseas.
In alignment with their focus on diversification, the management has ventured into training individuals to produce Chinnalapatti shawls. “These shawls are distinct to the store and the manufacturing SHG, making them a rare find elsewhere,” he said.
The Mathi Experience Store offers an array of products, including a collection of six distinctive types of jewellery in a box crafted by the Narikuravas from Kanchipuram. Additionally, the store showcases eco-friendly thoranams suitable for the festive season, along with brooms made from minor forest produce, bamboo winnowers, baskets, and other diverse items.
Their inventory boasts a variety of 338 products, categorised into handicrafts, eco-friendly items, textiles, health and well-being, cloth bags and food.
“This diverse range of products collectively holds an estimated value of around ₹5 lakhs,” shared Murali.
The Mathi Cafe, managed by six women from various SHGs, has fostered a strong sense of camaraderie among them. (Roshne Balasubramanian/South First)
Additionally, customers can explore eco-friendly bouquets, toys, and intricately carved wooden sculptures crafted by SHGs originating from Thoothukudi, Tirunelveli, Mayiladudurai, and Nagapattinam.
“Marketing has been our (SHGs) most significant challenge and a major threat. However, we’ve transformed this challenge into a strength through the establishment of our store,” shared one of the employees.
Driven by the store’s success and profitability, SHGs from various districts have been eagerly offering their products for sale here.
The friendly faces that welcomed us were now diligently preparing aromatic cups of filter coffee, cappuccinos, delectable pizzas, and fluffy buns for the bustling influx of customers.
The store, managed by six women from various SHGs, has fostered a strong sense of camaraderie among them. “It’s a sisterhood of sorts. We’ve created a supportive environment where we assist one another, making our work enjoyable. We share moments of laughter and camaraderie,” revealed Manasa, originally from Nellore, Andhra Pradesh.
Managing the cafe has empowered Manasa to consider starting her own business one day. (Roshne Balasubramanian/South First)
“I came to Chennai only eight years ago. As a mother of two, my focus was on raising my children. Now, with them attending school, I’ve gained the confidence and skills to engage in ventures. I got this opportunity through the SHG I am part of. Managing the cafe has empowered me to consider starting my own business one day!” shared the 29-year-old resident of Choolaimedu.
Partnering with Hot Breads, the Mathi Cafe has ensured the technical training of all its women staff through Writers Cafe. “I never imagined I could create bread and pizzas, but now I can!” enthused Manasa.
Waheeta, a member of the Sembaruthi Self-Help Group in Royapetta, shared her journey as the first woman in her family to step into the workforce.
“Previously, I’ve worked in various sectors, but the decision to work wasn’t easy due to my orthodox background. Now, I have support. Being part of this endeavour has been fascinating. I meet new people daily and gain exposure. Learning about the diverse products and inspiring women of Tamil Nadu has been an enriching experience,” expressed Waheeta.
Today, Waheeta has become a role model for her three daughters. “They gaze at me in wonder. They ask how I manage everything. I aim to work hard to provide for them and cherish moments with them when they’re older,” she smiled.
The women here also serve as the voices representing numerous others diligently working in rural areas.
“They promote their products not just for their profit, but for the unseen faces of the women they support. It’s a network where women uplift and support each other,” added Murali.
The Mathi Experience Store is located at the Tamil Nadu Corporation for Development of Women, Annai Teresa Mahalir Valagam, Valluvar Kottam High Rd, Seetha Nagar, Nungambakkam. The products are priced from ₹20 onwards. For details, call: 9444094105
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