Ima Chenghi: Traditionality surpasses modernity
Source: The Sangai Express

Imphal, October 29 2016: Amid the rising popularity of a variety of shampoos and conditioners in local market, a 61-year old entrepreneur has come up with an innovative way of promoting age-old indigenous herbal shampoo/conditioner Chenghi.

Sanasam Birendra Singh, retd Assistant Director in-charge of Khadi and Village Industries Commission (KVIC) and also former Functional Manager of KVIB, Government of Manipur, has set up his own business venture M/S Holistic Enterprise with the sole aim of promoting Chinghi.

Sanasam Birendra launched "Ima Chenghi" a few months back and has remarkably impressed both and old alike.

S Birendra said that he had always wanted to promote Chinghi.

"When we look at today's generation, almost all the youth do not know what Chinghi is and its benefits," he said.

Ima Chenghi: Traditionality surpasses modernity

"Though I wanted to revive Chenghi, I had no clue as to how exactly I should start.

During a meeting of KVIC State Directors, Union Toursim and Culture Minister Dr Mahesh Sharma who was the then Chairman of KVIC suggested that we promote our local resources.

He personally told me that since Manipur is located in Himalayan Region, the State is rich in natural resources," he said.

After he retired in 2014, Birendra along with his wife Radheshyam Devi took more than a month to experiment and prepare Chenghi at their home.

"Before we hire others, we want to make sure that the benefits and fragrance of Chenghi used by our forefathers and older people like us remain intact.

That is why I along with my wife spent more than a month in experimenting so that we can share our expertise and experiences with our employees." Birendra said.

"There are eight persons who collect all the herbs twice in a week from areas I had placed the orders.

In order to retain the benefits of the herbs, earthen pot is used in making Chenghi.

Some people may wonder what kind of rice water is being used.

ISKCON has been providing free meals to people.

The rice used in cooking is purely Meitei rice.

With the help of the Pujaris in ISKCON, I got a permission to collect the rice water," S Birendra stated.

Since Chenghi is no longer familiar to the present generation, it was little difficult to convince shop owners run by young people.

However, once the pet bottles of Chenghi were introduced in market, many elderly people started appreciating the product.

Now younger people have also started to realize the benefits of Chinghi, he said.

It has been proven that the herbs used in making Chenghi have proteins, Vitamin A and C, minerals, brain tonic etc.

Therefore, Chenghi improves textures and overall health of hair, keeps mind holistic and serves as natural anti-depressant.

"Many people have suggested me to improve the quality of Ima Chenghi bottle.

If I have to used costlier and fancier bottle, price of Chenghi would also have to be increased.

What I want is to provide quality Chenghi at an affordable price.

Bottles used for packing Chenghi are pasteurized twice," he said.

Ima Chenghi comes in two sizes- 200 ml at Rs 10 and 500 ml at Rs 25- and is easily available in shops.

Since Ima Chenghi is dedicated particularly to Imas and Ningols of Manipur, the same can be used as one of the gift items in the ensuing Ningol Chakkouba festival.