Phulo-Jhano Scheme

• 08 Oct 2025

Why in News?

A Jharkhand State Livelihood Promotion Society (JSLPS) review meeting in Chaibasa, chaired by Deputy Development Commissioner (DDC), reviewed Phulo Jhano Aashirvad Abhiyan progress and livelihood activities in West Singhbhum.

Phulo Jhano Aashirvad Abhiyan (PJAA)

• About: The PJAA aims to end the practice of making and selling haria (country liquor) in rural areas. 
  • Launched by the Rural Development Department in September 2020, it empowers women by providing them with dignified and sustainable livelihood opportunities.
• Purpose and Vision: The initiative seeks to rehabilitate and mainstream women previously engaged in the liquor trade by providing them with respectable and sustainable income sources. 

  • The campaign is designed to promote economic independence, social inclusion, and women empowerment at the grassroots level.

• Support Mechanism: Under this initiative, Self-Help Group (SHG) members are entrusted with reaching every affected household and ensuring necessary support.

  • Interest-free loan up to ₹10,000 through Sakhi Mandal to start new ventures.
  • The scheme provides technical support, handholding, and counselling to help women shift from liquor production to sustainable livelihoods.
• Achievements: 
  • Total women identified: 15,284 (through door-to-door survey)
  • Women rehabilitated: 14,003 women now earning a dignified livelihood through alternative income-generating activities.