As their famed television ad in the good old Doordarshan days went, Tata Steel also makes steel. But it makes pickles, or rather supports the pickle-makers too.

Around 80 homemakers from Dhanbad’s Jamadoba are making and packaging pickles of yam, green and red chilli and lemon under the aptly titled brand Grihani, launched on Monday by social worker Surekha Nerurkar, the better-half of Tata Steel managing director H.M. Nerurkar, at Jamshedpur’s tony Beldih Club. The price hovers around an affordable Rs 20 or so for every 100gm.

Helping the illiterate or semi literate women pickle their path to empowerment is Tata Steel Rural Development Society, which formed eight self-help groups (SHGs).

The first brave step — not to say tasty — towards self-sufficiency earned kudos from women as well as functionaries of the Tata outfit, eyeing market linkages to not just clubs, guesthouses, hostels, canteens but also big-ticket malls such as Reliance Fresh and Big Bazaar in Jamshedpur.

The women found local buyers in Dhanbad. But the Tata connect in Jamshedpur will greatly expand their market and sales, they hope.

“We were homemakers without income. Now, we are experts in pickle making. The taste is on a par with the pickles of renowned branded ones. Please taste and tell us,” said Bindiya Devi, an SHG member brimming with confidence.

From where does she get her confidence?

“We are trained and have excelled in our job,” Devi said.

In December 2010, members of about eight SHGs in Jamadoba and adjoining Sijua, operational areas of Tata Steel, started taking training to make pickles. “Many homemakers make tasty pickles. But making them professionally for the mass market takes training,” said Devi.

Initially, they carted produce to local stores. Response was “good” but they did not hit the big league.

Monday’s branded launch may change their fortunes.

The backward linkage also shows Tata brains at work. TSRDS has given agriculture support. Vegetables for pickling are fresh off the farm.

“Training and raw materials are not an issue. The products are excellent. What we want is to make products reach a wider market by tweaking the business model. Women are selling pickles in rural shops, marts and fairs. But they deserve more,” said Bibiana Lakra, TSRDS empowerment department official.

The official said women were grouped in “hundreds of SHGs dealing with cattle rearing, agriculture and so on”.

“We want SHGs to grow. Until the turnover is Rs 50 lakh, self-sustenance will be tough,” said Biren Bhuta, Tata Steel corporate sustainability services chief.