New Delhi: A Reliance store in Ahmedabad may soon offer a Bagh print saree made by a tribal family in Madhya Pradesh. Next time you stay at a Taj hotel, you may get to use handmade lemon grass soaps made by Himachal Pradesh tribals. Dokra handicrafts made from a special metal by Chhattisgarh tribals could be on offer at a Walmart store overseas.

In a major initiative to market products made in remote tribal villages, the Centre has reached out to top retailers and ecommerce portals to push a variety of products in India and internationally. The plan is to take sales of such products to Rs 10,000 crore in the next three years from Rs 300 crore last year.

The ministry of commerce and ministry of tribal affairs has given itself a target that every household in India should have at least one tribal product over the next three years, with the ‘Go Tribal’ campaign.

The government is seeking tieups with Walmart and Amazon to sell the products overseas.

The project entails marketing not just handicrafts but also littleknown tribal initiatives such as herbaceuticals, nutrabeverages, honey and natural oils and ex-tracts. The Tribal Cooperative Marketing Development Federation of India (Trifed), which is the tribal affairs ministry’s marketing arm for such products, will ensure quality control. Every genuine product will have a ‘Tribes’ authentication mark. “We are in talks with Walmart, Taj Group, Tata Sons, Apollo and Reliance fashion for pushing our products,” Trifed managing director Pravir Krishna told ET. “We have tied up with Amazon and in January handlooms worth Rs 1cr were sold. This would now be extended to 190 countries.”

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The Centre is trying to rope in lyricist Prasoon Joshi for a ‘Go Tribal’ anthem and Prahlad Kakkar and Piyush Pandey for building a brand image for the initiative.

At the government level, ministries have been advised to use tribal products as gifts so that the visibility of Tribes India increases.





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