The Asian Development Bank Institute (ADBI) featured the role of Women on Wings in a case study in August 2025 on the success journey of Palash, a Jharkhand state-created brand.
Palash, an initiative of the Government of Jharkhand and Jharkhand State Livelihood Promotion Society (JSLPS), empowers a collective of 3.2 million women in rural Jharkhand.
One area the ADBI study highlights covers is how Suraj Kumar, IAS officer, former CEO at JSLPS built out his strategic vision for Palash by creating key partnerships. One of these was with Women on Wings.
Women on Wings supply chain assignment for JSLPS’s Palash brand.
The consulting Women on Wings provided
Our collaboration supported their transition from a grassroots undertaking to a competitive brand.
Women on Wings provided:
- strategic planning
- management
- organizational structure
- branding
- cost price determination
- market linkages
Women on Wings branding assignment for JSLPS’s Palash brand
The results and impact
The results speak for themselves. The study shares that in the following quarter after Women on Wings workshops and other interventions, internal assessments reported:
📈 A 30% rise in sales inquiries from new retail channels
📈 A 25% improvement in business planning capabilities
Based on the study, we are proud to share that through restructuring models and initiatives with Women on Wings and other organizations, Palash experienced a 150% increase in the number of rural women engaged in entrepreneurial activities and a 200% increase in sales of Palash products over three years.
Suraj Kumar,
IAS officer,
former CEO at JSLPS
“These workshops equipped our teams with the capabilities and clarity needed to compete confidently in mainstream markets. Palash has not only provided economic opportunities but has also instilled a sense of pride and ownership among these women”
Marrying social impact with market logic
This is what Women on Wings does: we marry social purpose with market logic to enhance incomes and create sustainable impact. All to unleash the full potential of women in rural India.
And enormous gratitude to the Gates Foundation for its generous support of our consulting and the Government of Jharkhand and JSLPS for their partnership.
Read the full case study
To see how strategic mentoring can create exponential growth read the full case study on “Palash: From commodity to brand by creating markets to empower rural women”
Partner with Women on Wings
Since 2007, Women on Wings has been a catalyst for change, co-creating 456,072 jobs for women in rural India in partnership with our Indian social enterprise and government institution partners. Read about our pro bono consulting for government institutions.
