New Gen Livelihood
Where Enterprise Meets Impact.
Commercially built products, experiences and enterprise solutions that turn local capabilities into sustainable businesses and dignified livelihoods.
Jugal Bandi → Brand Building .
Rural Enterprise. Built Like a Business
Jugalbandi is the operating brand of New Gen Livelihood Plus Private Limited (NGLP) — a for-profit enterprise headquartered in Kolkata, building supply chains, brands, and market access for rural producers across Eastern India.
Economic inclusion, done right, is smart business. We build robust supply chains, unlock credit access, and deploy better agricultural technology — creating value at every link, from smallholder farmer to end consumer.
Many enterprises. One purpose.
Jugal Bandi is the commercial brand of New Gen Livelihood Plus — bringing together food, lifestyle products, agriculture, craft, experiences and enterprise advisory under one professionally managed platform.
India's Rural Mushroom Brand
Rural Empowerment
"From the soil of rural India to the tables of tomorrow — we don't just grow mushrooms, we grow opportunities, livelihoods, and a sustainable future."
Grown Fresh. Every Season.
Grown by Rural Hands. Trusted by Every Home
Controlled, low-input cultivation by producer collectives — every batch traced from spawn to shelf.
DISCOVER
Our Speciality
The Perfect Crunch with a Mushroom Twist
Add excitement to your snack time with Mushroom Bhujia, a crispy, savoury snack combining traditional Indian flavours with an innovative mushroom-inspired recipe
A Little Crunch. A Lot of Mushroom Goodness
Enjoy a delicious twist on everyday snacking with our Mushroom Cookies.
Farm-Fresh Goodness, Straight to Your Kitchen
Experience the natural freshness of carefully cultivated mushrooms grown by rural producer collectives.
Traditional Taste, Reimagined with Mushrooms
Bring a delicious new dimension to traditional Indian cooking with Mushroom Badi.
We Build Access. We Turn It into Scale
Agri-Value Chain Development
Capacity Building & Institutional Development
Access — to technology, credit, and markets. We turn it into brands, income, and growth.
We Build Access. We Turn It into Scale
Brand Building & Market Linkages
We turn producer skill into product. From mushroom cultivation to bag manufacturing, cloud kitchens to tailoring — we build producer groups into market-ready brands, backed by quality control, consistent supply, and a direct line to the consumer. .
Agri-Value Chain Development
From banana tissue-culture nurseries in Mirzapur, Uttar Pradesh, to bio-input production and output marketing — we design end-to-end value chains that raise farmer income and cut out the middleman.
Financial Inclusion
We connect financial institutions to underserved communities — linking SHG federations and FPOs to credit, business advisory, and market access, in partnership with Samunnati Value Chain Finance.
Capacity Building & Institutional Development
We organise producers into collectives that run like businesses — trained in modern practice, quality, and market readiness. Built to operate independently, long after our engagement ends.
Testimonials Voices from the Field
At Jugalbandi, we believe true progress begins when communities come together, traditional skills find new opportunities, and rural dreams turn into sustainable enterprises.
"From Local Hands to Limitless Possibilities — Together, We Create Change."
Partner
“There is no finish line when it comes to building a just and equitable rural economy. We keep going — for every farmer, every woman, every community that deserves better.”
— Mihir Sahana
Founder & CEO, NGLP
About
We build producer-led enterprises, village-level entrepreneurship, and supply chains that deliver fair returns — at scale, without compromising the environment they depend on.